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

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

  • 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
  • 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
  • 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
  • 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!
  • 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 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
  • 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!
  • 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/
  • 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
  • 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
  • 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 basis’ • Marketing people pay for! • Girls weren’t looking for this, they never heard of it before • How do you buy keywords for that?!
  • 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
  • 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
  • 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)!
  • 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 • 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
  • 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
  • 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 • You want evangelists • Cheapest user is the one you don't buy (Referral)
  • 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)
  • 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
  • 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
  • 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/
  • 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
  • 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 understand how they operate and if customers will see/benefit • Storage space in offices • Delivery schedules • Their own cost points (if sell)
  • 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 ;)
  • 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
  • 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!
  • 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
  • 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
  • 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
  • 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 Read: http://andrewchen.co/2012/04/27/how-to-be-a-growth-hacker-anairbnbcraigslist-case-study/
  • 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 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
  • 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 • www.launchrock.com • www.kickofflabs.com • Drive users to it with gamification • Activate them when live • www.Mailchimp.com
  • 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
  • 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
  • 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 • 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..)
  • 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…
  • 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…
  • 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
  • OK! QUESTIONS