Question

Topic: Advertising/PR

Help Advertising For A New Startup - Has Potential

Posted by Anonymous on 11/2/2010 at 8:32 PM ET 125 Points
Hello, everyone!

I'm new to the community here, and I'm looking to get a lot of information to get my startup on the road to success.

My startup business started a little while ago. It is a service that allows Apple device users to trade in their new, used, or broken iPhone, Mac, iPad, or iPod for cash. We have a website up and we've had a few customers here and there - but not enough. We're lucky if we get 1-3 customers per week... if that. As of now, we are looking to dramatically increase results as soon as we can.

We have our cleanly laid out website established. We're advertising on Google Adwords, which isn't helping us much at all.

Our service even has an iPhone app available to reach Apple device owners. We haven't converted from this app once. Mind you, there are millions of iPhone, iPad, and iPod users out there!

We're going to do a press release for our service and looking to submit it to PRWeb - the $360 package. Personally, I have tried contacting many news sources in the past, but NONE of them have gotten back to me with any interest. I've tried New York Times, Mashable, and even local newspapers. I'm even part of the HARO website. I've responded to many queries, with no reply back from any reporters.

With my company, we are part of a large niche, but we have narrowed it down to a smaller one (by focusing on taking in Apple devices instead of all brands of electronics).

I know this business has potential. I see my larger competitors that are in the game and I for sure know that I can kick them out of the water. Price quotes given by my service are higher, we're much more customer friendly, eco friendly, and we're honest. We've even put up a few positive testimonials on our site that we've gotten from a few clients we had.

My service just needs a lot of visibility, but I don't know what direction to go. At the moment, it's a very tight budget.

Can anyone give some advice? Will a press release with PRWeb help? What other modes of marketing could I pursue?

Thanks! All advice is appreciated.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 11/2/2010 at 8:53 PM Accepted
    Your key to getting media attention is a news hook. How does it relate to new happening today? Are people selling one piece of equipment to be able to afford another Apple product? That would be a good story to pitch to Apple-focused media.

    What's the consumer value from doing business with an Apple-only buyer and how have sellers benefitted so far? These people will also have to be available to talk to reporters when they call.

    Any press release is as valuable as the information in it. Facts (who-what-when-where-why-how) must be supported with the reason your business better benefits and is different than others.
  • Posted by Jay Hamilton-Roth on 11/3/2010 at 8:46 AM Member
    Your problem is probably that you're competing with Apple itself (https://www.apple.com/recycling/). Odds are people your potential customers are in the market to upgrade, and Apple will offer 10% if you bring your old one to the store. That's simple and immediate. How you you make what you do better/different? A press release (as you've described it) won't get the job done.
  • Posted by Harry Hallman on 11/3/2010 at 9:01 AM Member
    You say you are using Google Adwords and it is not working. That could be an issue of the keywords you used, the ads you created, your management of the process or the web site not getting conversions.

    As Jay says Apple is a big competitor so you have to have a better offer and a better way to connect. Have you tried Facebook ads?

    You could also contact various charities to see if they can have a drive to collect Apple devices. Start locally and see how it works.

    Can you do anything at the local Malls? Especially ones with a Apple store.

    I wish you luck.
  • Posted by tracyp on 11/3/2010 at 4:43 PM Member
    I agree that you need a story that is relevant to the moment. What are you doing with the devices? How is this different than what Apple (or other brand) competitors is doing? Why should I send you my Apple device?
  • Posted on 11/3/2010 at 6:09 PM Author
    Hello, everyone.

    Thank you very much for your constructive advice.

    At the moment, Gazelle, BuyMyTronics, Nextworth, and individual sites such as CashforiPhones are major competitors.

    Here are key highlights for my service:

    - Price quotes are much higher and fair than most other services in this niche.
    - Trading in Apple devices is absolutely free (no charge for shipping).
    - All data is safe that may be left on certain devices (highlighted in our privacy policy and terms and conditions as well).
    - Value is customized per customer - we are not an electronic robot that calculates quotes.
    - Everything is 100% reused or recycled. Additionally, we are seeking to give used laptops to schools for an affordable price, since newer Macs can be costly. Furthermore, for instance, broken iPhones can be refurbished so they can be brought back to life again and be reused, instead of thrown away. If thrown away, this contributes to the growing e-waste we are seeing on earth today.
    - We offer a rewards program for our customers who use us (not sure if we need a better incentive?)
    - We deal with our customers on a personal level for quotes. We try to be as friendly and supportive as possible.
    - Since we are in a selective niche, we have a high expertise on what kind of quotes should be given based on a fair market value.
    - The reason why our company is Apple device focused is because Apple, Inc. is a growing company that will dominate the consumer market. Therefore, many people are looking for a quick, reliable, and reasonable way to sell their electronics to upgrade to newer technology without dealing with an eBay or Craigslist hassle.

    As with Google Adwords, I'm not sure if I'm using the correct keywords or not. I'm targeting my audience in competition with my competitors, but results are still not being seen at all.

    For charities, I was thinking that we should approach some to see if they can hold an Apple device drive. We could really help them gain some money, as well as creating some business for us. We may look into schools as an option as well.

    Local mailing lists - how expensive are those? We're on a tight budget for now, but we are determined to do whatever we can to get our name out.

    Not sure about a local Apple store in the mall with our idea, since they have their own program running. Unfortunately, we do not have any other Apple stores in the area that are run by individuals that could take our idea.

    I'd love to hear a few more opinions from other people. So far, all of your advice is fantastic and thought worthy.

    To Steve, although your link was removed, I saved your site's link. I may contact you to chat a bit! Thanks for the offer!
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