You read that right. That’s what the comedic content creators at Vooza came up with when they combined radical, impactful, transparency. However silly radimparency might seem at first glance, we’re going to say these buzzwords actually do apply to Vooza’s approach to startup PR, even if only by accident.After their first video was released in the summer of 2012, Vooza has received coverage from HuffingtonPost, TechCrunch, Wired UK and many, many more. When you’re radical, impactful and transparent (okay, that last one might be a stretch in this case) then the story kind of writes itself.
Does your startup lack radimparency? Well, lucky for you, here are seven more startup PR lessons we pulled from the Vooza story.
1. Know Your Audience
To spoof startups as cleverly as Vooza is able to, it’s clear that they know exactly who they are talking to and who they want to reach. Mocking startup founders and culture can only work if you know how self-aware these people are.
Before you run a campaign, do your homework. Create personas for the groups of people, publications, and professionals you want to reach with your story. Imagine what blogs they read, what apps they own and what movies they might watch. Understanding your potential audience leads to a better chance of communicating to them in a language they’ll understand and appreciate.
2. Target Influencers
Whether intentional or not, purely by mentioning the most ubiquitous apps and social media networks in their startup app spoof, Vooza was targeting the upper echelon of tech stars. They didn’t go the long way round, they went straight for the comedic jugular to send vibrations throughout the startup scene.
In doing so, Vooza garnered the attention from startup-focused publications. The same publications the big names in tech would read and other publications would syndicate. Of course it did not hurt that their content was crazy good, but we’re sure a big boost came from tickling the likes of Tim Feriss and Dennis Crowley, big names in these circles.
3. Make Easily Shareable Content
While press releases are great to disseminate basic information about your company and the current story you’re excited to tell, they tend to be a little on the dry side.
Now we’re not saying to scrap this tried, tested and true PR practice but maybe consider ramping up your PR strategy with content that is crafted to be shared. For Vooza, that was clearly video. Knowing the lay of the digital land, including video and images can boost the likeliness of getting your content out there.
4. Make Your Words Count
Do we have to say it again? Radimparency (ha!)
In all seriousness, you don’t have to make up a crazy word to stand out but when crafting your story, avoid jargon for jargon’s sake. Shakespeare once wrote, “brevity is the soul of wit”. Be clear and concise. It makes it easier for others to memorize and share your quotes. There’s no question, Vooza’s video was chocked full of gems.
5. Tell a Story
Without spoon-feeding a story, the message was still crystal clear. Here’s a company (or faux-company) calling out the Silicon Valley-types out on how ridiculous they sometimes sound, especially when describing their ventures.
“It’s like AirBnB, but for online dating.”
If you’re not going for the mockumentary approach, your story is no less important. Make sure to have a point of view. Mention that you noticed a gap in the market, an untapped opportunity, a shortage of this or an abundance of that. Place your startup in context – just avoid sounding like a punchline from a Vooza video if you can.
6. Leave Them Intrigued
The cheekiness of startup culture was not the only story surrounding Vooza. It was also the fact the company was shrouded in mystery.
Was Vooza a real app? Who were these people/characters? Were they selling anything? Were they representing another brand or company? How did they fill their apps with “authenticity and passion”?
If the opportunity presents itself, include interesting teasers in your PR strategy. If there is a scoop or a missing piece of the puzzle, this allows for speculation which can then lead to followup interviews and stories. You can even leverage your exclusive material to a top-tier publication if your mystery garners enough interest. We’re not saying to be sneaky but you can play some of you cards close to the chest.
7. Be Hilarious
We saved this one for last because it’s probably the hardest. Vooza had it made as CEO and Founder Matt Ruby/Matt Stillman is a comedian by trade and works with comic writers and directors. But as Ben Huh of Cheezeburger Network told TechCrunch, humor can put you in your own league when it comes to business.
We’ve seen it done before by companies like Dollar Shave Club but in today’s LOL world, funny is winning.
People love to laugh and they love to cause laughter. For this reason, Vooza’s got a running headstart on startup PR that has us all pretty darn envious.
Want to know more about startup PR? Read 13 StartupPR Tips from Journalist and Pros in the Know. Got any tips we missed? Let us know in the comments!