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GROWTH HACKING MINI-CONFERENCE - 22 NOV 2013

H O W TO G E T C R E AT I V E
WITH MARKETING
W H E N PA I D C H A N N E L S
...
ALEXANDER JARVIS
• Build and advise startups- 2 launching
• Lazada
• Delivery Hero
• Groupon
• Bootstrapped other companie...
AGENDA
1. Some advice

MAINLY • Acquire
• Activate
• Retain

A BIT • Refer
• Revenue

2. Latent markets
3. Viral videos
4....
W E A R E G O I N G TO G O FAST !
• Only 30 minutes, can only

cover a little

• Goal: Inspiration and

comprehend what is...
SOME ADVICE
KEY TO KNOW
• Focus on stuff that scales
• Don’t be deluded
• Effort doesn’t always mean results
• E.g Flyering- feel like...
NO AMOUNT OF MARKETING
C A N SAV E YO U I F …
• You aren’t solving a real

problem
• Aspirin vs. vitamin
• People must be ...
BEST MARKETING CHANNEL
IS NOT NEEDING ANY
• Zendesk got first 10k users

from word of mouth

• VC funding and users

found...
BUT EVEN WITH A DECENT
PRODUCT, YOU CAN'T
NEGLECT MARKETING
• Everpix failed in part as

focused too much on
perfect produ...
S O … N O PA I D C H A N N E L S
• Often competition makes CAC

unworkable

• LTV needs to be >3x CAC
• CPC/CPM cheaper in...
L AT E N T M A R K E T S
( A K A YO U D O W H AT ? )
E
L
P
M
A
X

E

BIRCHBOX/
GLOSSYBOX

• ‘5 deluxe size beauty

product in a box, delivered
every month on a
subscription ba...
E
L
P
M
A
X

E

AIRBNB /
WIMDU

• Rent your house to randoms?
• Drove supply by completely

abusing Craigslist, gumtree
et...
FIND USERS
WHERE THEY LIVE
• You don’t go hunting for polar

bears in Africa
• Understand your customers
• Where do they s...
BLOGGERS
• Bloggers blog - they ‘want it’ ;)
• NB: Make sure they write about

what you sell or waste your time

• Compile...
YOUTUBE
• Termed ‘unboxing’
• Some Youtube

channels have a big
reach
• Same process for

reaching out to
bloggers
VIRAL VIDEOS
(HARD)
P E R S O N A L LY
IGNORE - TOO HARD
• Make an engaging video that

people share because…x y z

• Like finding unicorns
• ...
E
L
P
M
A

E

X

D O L L A R S H AV E C LU B

• Spent $4,500,

founder made

• 12,000 sign-ups 48

hours after posting

• ...
LEVERAGE USERS
(BETTER)
C H E A P E S T WAY
TO MAKE MORE
MONEY
• Make more from existing users
• Love them so they increase

your:
• LTV
• ARPU
• ...
SEND HANDWRITTEN NOTES
• My team and I wrote

hand written notes to
our first 1,000 users
• Designed own paper

which turn...
EMAIL USERS
FROM THE CEO
• I used to email each and every

single customer to thank them

• Eventually we created a ‘CEO’
...
G I V E U S E R S S WA G
• Give users free stuff which promotes

your brand

• Can incentivise if they get x ‘karma’
• Use...
E
L
P
M
A
X

E

HOTMAIL

• Email footer:
• “I love you, get your free

Hotmail email”
• 6 months 1m users
• 5 weeks later,...
E
L
P
M
A
X

E

DROPBOX

• Incentivise users with

additional free space
• Both you and your

friend get 300mb
• Referrals...
LEVERAGE SUPPLIERS
(AND EVERYONE ELSE)
SUPPLIER
MARKETING
• If you work with suppliers, they

can help
• Figure out any cost centres or

pain points
• You MUST u...
GIVE THEM STUFF
• Brand physical things they need

(cost them) and sell/give to
suppliers:
• Pizzaboxes
• Bags
• Chopstick...
STICKERS AND
POSTERS
• Put up posters and stickers

in windows of shops
• Don’t just send stuff!
• If you are nice and jus...
G I V E AWA R DS
• People love awards
• Make up some kind of

award which is HEAVILY
branded
• Send it to supplier
• They ...
C R E AT E
WEBSITES
• Seriously, so many

people don’t have sites
• Huge opportunity in

Malaysia
• Make them, brand and

...
S TA F F H A C KS
• Everyone wears company t-shirt
• Staff are billboards
• Give staff general business

cards to hand out...
STREET CHALK
• Buy plastic, custom

stencil
• Can spray paint
• Lasts longer but could

get fined…
• Spray chalk
• Lasts w...
LEVERAGE NETWORKS
FIND THE NEXT
NEW NETWORK
• Abuse networks
• New networks haven't been

gamed yet and there are
people there!
• Snapchat?
E
L
P
M
A
X

E

AIRBNB

• Auto-post to Craiglist
• To book you had to go to

Airbnb
• Hack got found, no longer

possible
...
E
L
P
M
A

E

X

OTHERS

+
+
+
E
L
P
M
A

E

X

SEO HACKS
• Scraped the data off companies’ help pages

to generate content and focused on
keywords to ra...
PRE-LAUNCH
S T R AT E G I E S
D O N ’ T WA I T T I L L
YOU ARE LIVE
• Get traction pre-launch
• Also useful to validate idea
• To do:
• Get landing page...
E
L
P
M
A
X

E

MAILBOX

• Pre-launch was 6

months long

• 380k users pre-launch
• Queue motivated

sign-up

• Got famous...
E
L
P
M
A
X

E

FA B

• 200k users pre-launch
• Great “game mechanics”
• Understood psychology
• Status vs free stuff

Rea...
SOCIAL MEDIA AND
STUFF
FA C E B O O K
PA G E S
• To do
• List Facebook pages with lots of likes

and reach out to owner

• Offer some value
• Thi...
CLAIM
GOOGLE MAPS
• You can claim Places on

Google Maps
• Have to figure out the

authorisation process ;)
• Hint: Coordi...
C R E AT E C O N T E N T
• ‘Spam’ sites
• “We are three girls looking to meet

guys but no dudes signed up!”
• Make presen...
CLOSING POINTS
• What worked for others probably won’t work for you
• First to do Parallax scrolling… now in Bootstrap
• U...
OK! QUESTIONS
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How to get creative with marketing when paid channels are too expensive or customers aren’t looking for you?

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Presentation given at Malaysia's "Growth hacking conference 2013" on "How to get creative with marketing when paid channels are too expensive or customers aren’t looking for you?"

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Transcript of "How to get creative with marketing when paid channels are too expensive or customers aren’t looking for you?"

  1. 1. GROWTH HACKING MINI-CONFERENCE - 22 NOV 2013 H O W TO G E T C R E AT I V E WITH MARKETING W H E N PA I D C H A N N E L S ARE TOO EXPENSIVE OR CUSTOMERS AREN’T LOOKING FOR YOU? Alexander Jarvis 50 Folds
  2. 2. ALEXANDER JARVIS • Build and advise startups- 2 launching • Lazada • Delivery Hero • Groupon • Bootstrapped other companies • Mergers and acquisitions at Lazard @ADJBlog ! Starting to blog: www.alexanderjarvis.com
  3. 3. AGENDA 1. Some advice MAINLY • Acquire • Activate • Retain A BIT • Refer • Revenue 2. Latent markets 3. Viral videos 4. Leverage users 5. Leverage suppliers 6. Leverage networks 7. Pre-launch strategies 8. Social media and stuff Read: http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
  4. 4. W E A R E G O I N G TO G O FAST ! • Only 30 minutes, can only cover a little • Goal: Inspiration and comprehend what is possible • Write down questions • Google what you don’t get • Wrote with intention you read after • Posted on my blog • Listen! Teach you some secrets you CAN’T google!
  5. 5. SOME ADVICE
  6. 6. KEY TO KNOW • Focus on stuff that scales • Don’t be deluded • Effort doesn’t always mean results • E.g Flyering- feel like you busy but crap conversion (Hot girls help!) • Test/measure everything • know what works, focus on that • Go where users are - find them, use them • You won’t get sued if you are small • Don’t get stressed out by legal letters
  7. 7. NO AMOUNT OF MARKETING C A N SAV E YO U I F … • You aren’t solving a real problem • Aspirin vs. vitamin • People must be hurting • Your product sucks • Users must pay for it!
  8. 8. BEST MARKETING CHANNEL IS NOT NEEDING ANY • Zendesk got first 10k users from word of mouth • VC funding and users found them • Because portfolio companies used them! • Marketing spend ACCELERATED them, not made them Read: http://techcrunch.com/2013/11/16/from-its-beginnings-in-a-denmarkloft-zendesks-steady-rise-to-the-top-of-the-helpdesk-heap/
  9. 9. BUT EVEN WITH A DECENT PRODUCT, YOU CAN'T NEGLECT MARKETING • Everpix failed in part as focused too much on perfect product, not marketing • “While the team obsessed about perfecting the service, the founders paid less attention to the subject investors care about most: growth.” Read: http://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-the-worlds-best-photo-startup
  10. 10. S O … N O PA I D C H A N N E L S • Often competition makes CAC unworkable • LTV needs to be >3x CAC • CPC/CPM cheaper in Asia, there are still opportunities here… • But, assume: 1. You don’t have much cash (Need some!) 2. People aren’t looking for you
  11. 11. L AT E N T M A R K E T S ( A K A YO U D O W H AT ? )
  12. 12. E L P M A X E BIRCHBOX/ GLOSSYBOX • ‘5 deluxe size beauty product in a box, delivered every month on a subscription basis’ • Marketing people pay for! • Girls weren’t looking for this, they never heard of it before • How do you buy keywords for that?!
  13. 13. E L P M A X E AIRBNB / WIMDU • Rent your house to randoms? • Drove supply by completely abusing Craigslist, gumtree etc • Drove demand by • completely abusing Craigslist, gumtree etc • Creating community • and… poaching clients
  14. 14. FIND USERS WHERE THEY LIVE • You don’t go hunting for polar bears in Africa • Understand your customers • Where do they spend time? • What do they like to do? • Best to be a customer yourself • Paul Graham invests in first time founders as they fixate on a problem they have Read: http://paulgraham.com/startupideas.html
  15. 15. BLOGGERS • Bloggers blog - they ‘want it’ ;) • NB: Make sure they write about what you sell or waste your time • Compile a TARGETED list of bloggers • Read articles and reference them • Be polite with targeted message • Give a free trial or hold events • Don’t pressure or bribe (unless they ask…) but persist • Same for journalists (PR)!
  16. 16. YOUTUBE • Termed ‘unboxing’ • Some Youtube channels have a big reach • Same process for reaching out to bloggers
  17. 17. VIRAL VIDEOS (HARD)
  18. 18. P E R S O N A L LY IGNORE - TOO HARD • Make an engaging video that people share because…x y z • Like finding unicorns • I am not creative enough, maybe you are • Some videos on Youtube get paid promotes to help go viral • Making them can be good team building
  19. 19. E L P M A E X D O L L A R S H AV E C LU B • Spent $4,500, founder made • 12,000 sign-ups 48 hours after posting • 12m+ views on main channel • Worked as was good, duh! Read: http://www.entrepreneur.com/article/224282
  20. 20. LEVERAGE USERS (BETTER)
  21. 21. C H E A P E S T WAY TO MAKE MORE MONEY • Make more from existing users • Love them so they increase your: • LTV • ARPU • You want evangelists • Cheapest user is the one you don't buy (Referral)
  22. 22. SEND HANDWRITTEN NOTES • My team and I wrote hand written notes to our first 1,000 users • Designed own paper which turned into a paper aeroplane (Instructions to fold on the back)
  23. 23. EMAIL USERS FROM THE CEO • I used to email each and every single customer to thank them • Eventually we created a ‘CEO’ email account and I delegated the task • We asked for how we could love them more • Also got leads for new suppliers they wanted to shop from
  24. 24. G I V E U S E R S S WA G • Give users free stuff which promotes your brand • Can incentivise if they get x ‘karma’ • Users need to want the stuff though, or you waste cash • T-shirts make customers walking billboards • Choose good cotton or they won’t wear • We made shopping bags • Some countries you have to pay for them
  25. 25. E L P M A X E HOTMAIL • Email footer: • “I love you, get your free Hotmail email” • 6 months 1m users • 5 weeks later, 2m users • 18 months sold to Microsoft with 12m users • 70m internet users back then • Sent email to India • 3 weeks = 300k users Read: http://techcrunch.com/2009/10/18/ps-i-love-you-get-your-free-email-at-hotmail/
  26. 26. E L P M A X E DROPBOX • Incentivise users with additional free space • Both you and your friend get 300mb • Referrals increased Dropbox signups by 60% • Worth $4bn, that’s a B Read all: http://www.quora.com/search?q=dropbox+viral
  27. 27. LEVERAGE SUPPLIERS (AND EVERYONE ELSE)
  28. 28. SUPPLIER MARKETING • If you work with suppliers, they can help • Figure out any cost centres or pain points • You MUST understand how they operate and if customers will see/benefit • Storage space in offices • Delivery schedules • Their own cost points (if sell)
  29. 29. GIVE THEM STUFF • Brand physical things they need (cost them) and sell/give to suppliers: • Pizzaboxes • Bags • Chopsticks • Napkins • Bar mats • They do marketing for you • We gave them ‘welcome packs’ • They even will deliver to your competitors ;)
  30. 30. STICKERS AND POSTERS • Put up posters and stickers in windows of shops • Don’t just send stuff! • If you are nice and just do it they won’t stop you! • Person doing it has to be right- some people can’t! • Apparently miinto.com gets major traffic from stickers in fashion boutiques
  31. 31. G I V E AWA R DS • People love awards • Make up some kind of award which is HEAVILY branded • Send it to supplier • They will love you • They put that up where customers can see!
  32. 32. C R E AT E WEBSITES • Seriously, so many people don’t have sites • Huge opportunity in Malaysia • Make them, brand and backlink, give them • Negotiate more margin • Tie in suppliers
  33. 33. S TA F F H A C KS • Everyone wears company t-shirt • Staff are billboards • Give staff general business cards to hand out to everyone • Make sure they carry at all times • Email signatures promoting your business (add referral links) • Get them to spam all their Facebook friends and regularly post
  34. 34. STREET CHALK • Buy plastic, custom stencil • Can spray paint • Lasts longer but could get fined… • Spray chalk • Lasts week + depending on weather • Bus stops good place • Do at night, otherwise: • Staff get nervous • People stare
  35. 35. LEVERAGE NETWORKS
  36. 36. FIND THE NEXT NEW NETWORK • Abuse networks • New networks haven't been gamed yet and there are people there! • Snapchat?
  37. 37. E L P M A X E AIRBNB • Auto-post to Craiglist • To book you had to go to Airbnb • Hack got found, no longer possible Read: http://andrewchen.co/2012/04/27/how-to-be-a-growth-hacker-anairbnbcraigslist-case-study/
  38. 38. E L P M A E X OTHERS + + +
  39. 39. E L P M A E X SEO HACKS • Scraped the data off companies’ help pages to generate content and focused on keywords to rank higher than official forums • Embed an image on your home page to improve your free use plan • Embed their brand on your homepage as part of use • Every embed has a backlink • Created massively engagement blog content
  40. 40. PRE-LAUNCH S T R AT E G I E S
  41. 41. D O N ’ T WA I T T I L L YOU ARE LIVE • Get traction pre-launch • Also useful to validate idea • To do: • Get landing page • www.launchrock.com • www.kickofflabs.com • Drive users to it with gamification • Activate them when live • www.Mailchimp.com
  42. 42. E L P M A X E MAILBOX • Pre-launch was 6 months long • 380k users pre-launch • Queue motivated sign-up • Got famous people to help though… Read: http://www.quora.com/Mailbox-app-1/How-did-Mailbox-app-gain-so-much-pre-launch-exposure-buzz
  43. 43. E L P M A X E FA B • 200k users pre-launch • Great “game mechanics” • Understood psychology • Status vs free stuff Read: http://www.quora.com/Fab-com/As-of-Dec-2012-what-did-Fab-com-do-to-become-one-of-the-fastest-growing-e-commerce-websites
  44. 44. SOCIAL MEDIA AND STUFF
  45. 45. FA C E B O O K PA G E S • To do • List Facebook pages with lots of likes and reach out to owner • Offer some value • Think about them not you • Competitions and promos • Can also hijack… • Secret • You can buy pages and migrate users • You can buy likes to seed your page • Helps convert real, new users • allthehits.com (Shut down..)
  46. 46. CLAIM GOOGLE MAPS • You can claim Places on Google Maps • Have to figure out the authorisation process ;) • Hint: Coordinate with the actual owner, just don’t say too much to confuse them Couldn't find a real example…
  47. 47. C R E AT E C O N T E N T • ‘Spam’ sites • “We are three girls looking to meet guys but no dudes signed up!” • Make presentations on slideshare • Leave responses on popular, targeted youtube videos • Manually reach out to Facebook fans and twitter followers from competitors • Sharable tools of ‘self-expression’ • Create infographics/memes • Answer questions on Quora • BUT! Make sure you promote and share the stuff • Tree falls in the woods…
  48. 48. CLOSING POINTS • What worked for others probably won’t work for you • First to do Parallax scrolling… now in Bootstrap • Understand what worked and WHY (Read Quora) • Then DO something! • Key is to come up with ideas, test, then double-down or kill iteratively • Be creative • Be pragmatic • Occam’s razor
  49. 49. OK! QUESTIONS
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