Explore Startup Marketing with Resua Marketing Director Lucas Mialani

What does it take to market a startup? Lucas Mialani, Resua’s very own Marketing Director, shares his insights on the topic in our first Real Humans of Resua blog post! 

“Marketing a startup is all about positioning your brand. You have to be creative and find ways to show people that what you do is valuable and important for them. 

– Lucas Mialani

In this blog post, we’ll explore some of the strategies that Lucas has put in place and plans to use. We’ll also discuss the difficulties that come with marketing a new business, and give some tips to newcomers looking to get into marketing. So, if you’re curious about startup marketing or simply want to hear from an expert in the field, read on! 

Lucas has been with Resua since its inception and has played an integral role in our growth. Prior to joining Resua, Lucas specialized in marketing consulting for small and medium-sized businesses, in addition to his work as a web developer. Lucas is from Santiago, Chile and is currently exploring other parts of South America as a digital nomad. When he’s not working, you can find him surfing, mountain biking, or rock climbing – anything to get the adrenaline pumping! 

When asked about the biggest challenge when it comes to marketing a startup, Lucas doesn’t hesitate to answer: “Getting the word out there while building everything from the ground up. Startups don’t have the same resources as larger companies, so it can be difficult to get your product or service in front of potential customers.” Lucas also points out the importance of understanding the problem your customers are facing before you can even begin sharing content, and notes that there is a lot of research involved in this process that must be done before any marketing plan is put into action.  

Lucas has tackled these challenges by being creative and resourceful. He’s used a combination of marketing tactics to get Resua in front of its target market and establish a brand personality for the company. “We’ve done everything from a company-wide brand sprint to a full website re-design,” he says. “It’s important to experiment and see what works best for your company.” 

Resua’s brand sprint was a turning point for the marketing team. Miro, a visual collaboration platform, describes a brand sprint as “an expressive exercise that helps turn ideas about your brand into a defined brand image.” Lucas believes that it’s incredibly important for the entire team at a startup to know who they are as a company, so that there is a shared understanding of the brand’s identity and the message they want to transmit. The outcomes of the brand sprint are the following: defined company values and a brand guide. Resua’s brand guide was the company’s first living document that contained our full branding, values and mission. This document has been essential in Lucas’s work as Marketing Director, as it is a constant resource to ensure that all actions taken and strategies implemented align with Resua’s brand personality and values.  

If you’re thinking of marketing a startup, Lucas has some advice: “Expect to be the octopus – each tentacle in a different place, doing a little bit of everything in order to make things happen. It’s not easy, but it’s worth it. Also, don’t be afraid to experiment. There’s no one-size-fits-all approach to marketing, so try different things and see what works for you.” Some of the tasks Lucas is responsible for in his role include web and graphic design, marketing research, copywriting, marketing strategies, and management. Lucas firmly believes that having a great team is key to success as a Marketing Director. 

Curious what a day in Lucas’s life looks like? He shares: “My ideal day involves a morning of work and an afternoon of exploring wherever I am at the moment – I’m a digital nomad!”

This is what a typical day in the life looks like for Lucas:

7:30 to 8:30 am – Wake Up & Breakfast

Lucas will be the first to admit that he’s not much of a morning person, so he takes his time waking up and eating breakfast before he gets started at work for the day. His go-to morning fuel? Bread with avocado and cheese and a banana milkshake. 

8:30 to 9:00 am – Admin

This time of day is when Lucas will check his emails and plan out his day, prioritizing tasks and communicating with all relevant stakeholders and team members. Going through his inbox first thing in the morning helps him focus on blitzing through work afterwards with minimal distractions.

9:00 am to 2:00 pm – Work, Work, Work

As you know by now, the tasks of a Marketing Director are incredibly varied, meaning that Lucass working hours look different every day. Whether it’s checking in with his team, ensuring that deliverables are in progress and on track, or mapping out the next steps needed for marketing, Lucas is always keeping busy. 

2:00 pm to 12:00 am – Life (Eating, Exploring, Exercising, etc.)

Work-life balance is super important to Lucas, and he sets a great example! His days are a mix of working, exploring the area he’s in, and exercising, whether it be in the gym or in the great outdoors! His lifestyle isn’t only fun – it makes him a better Marketing Director.

I believe travelling is a great opportunity to get to know new people, places and cultures. It also gives you a great perspective on how to connect with others, which is a great skill for marketers – it’s all about communication!”  

– Lucas Mialani

We have several digital nomads on the Resua team, so let us know if this is a topic you’d like to hear more about!  

If you have any questions or would like to learn more about startup marketing, please get in touch. We’d be happy to chat! If you’d like to keep up with Lucas, you can follow him on Instagram.  

Stay tuned for our next Real Humans of Resua blog post, where we’ll interview another member of the Resua team!  

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