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BOLO 2013 3P Track: Is the Juice Worth the Squeeze? Applying Startup Mentality to Everything.
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BOLO 2013 3P Track: Is the Juice Worth the Squeeze? Applying Startup Mentality to Everything.

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From BOLO 2013 3P Track presentation by Dan Zelikman. The 3P Track is exclusively for agency partners, presidents and principals. Attend BOLO 2014 October 19-21, 2014 in Scottsdale: …

From BOLO 2013 3P Track presentation by Dan Zelikman. The 3P Track is exclusively for agency partners, presidents and principals. Attend BOLO 2014 October 19-21, 2014 in Scottsdale: www.boloconference.com

Published in: Marketing

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  • 1. is the juice worth the squeeze? @danzelikman #BOLO2013 applying startup mentality to everything
  • 2. who is this guy? • 5 years in sales • 2 years in media planning • 3 years in agency life • 2 years in a bootstrapped journalism startup • 2 years working with a variety of startups • = like, 100 years of experience
  • 3. why startups? • driven by impact, product, team • lean, focused, make mistakes fast • agile, versatile, many, many, many hats • everyone’s on the same page • team members feel accountable to each other • always on the clock • (revenue yes, but not first)
  • 4. problem statements • why so much attrition? – what are they trying to fix? • agencies and clients, not aligned in goals – invest in your clients, think long-term sustainable scale • too many long meetings, no action steps – put an ipad timer in plain view, be strict
  • 5. mo’ problem statements • slave to email, reactive vs. proactive – google hangouts, chat, groupme, yammer, kill recurring company emails, quality > quantity • slave to process, creativity suffers – be agile, bust down the door • teams too segmented, challenges in execution – smaller teams, better chemistry
  • 6. are we effective? • effective > efficient • quality > quantity • is the juice worth the squeeze? • what does success look like? • identifying and communicating goals, with road maps to get there • measure your metrics • test, iterate, improve (nothing is finished)
  • 7. know your measurements • quantitative – metrics, usage, conversions, percentages • qualitative – usability testing, heat mapping • comparative – a/b testing • competitive – choose competitor activity and compare
  • 8. what clients really want • new customers • customers with a great first experience • to keep those customers happy (new ones cost more) • happy customers to talk about their experience to new customers • to grow revenue
  • 9. new people • (make sure your product is ready) • high volume channels • low cost channels • best performing channels • seo, ppc, facebook, twitter, instagram, pinterest, reddit, youtube, yelp, articles, contests, biz dev, ads, commercials, conferences, email, affiliate marketing, billboards, etc. • cost per new person
  • 10. happy first experience • define it, it can be anything • a click, a buy, a form fill out • how long they engaged with the product/campaign/thing • a/b tests, optimizely • heat maps, crazy egg • the basics, google, adobe, chart beat
  • 11. keep them happy (coming back) • keeping customers (or team members) is less expensive than getting new ones • not good, great customer service • email cycles (+3 +7 +30 days) • genuine human storytelling (blogs) • zappos them • spend money on customers > marketing
  • 12. happy customers = evangelists • if the product/experience rocks • (and) if the customer service rocks • (and) you stay competitive (pricing) • (then) your happy customers should use the interwebs to get new customers for you • (and) that rocks
  • 13. revenue • what products make the most? • what products are in the long tail? • how are the approaches different? • which is the current focus? • (because) the targets are different
  • 14. a few more tips • 80/20 rule • less is more – minimalism • too many chefs, assign decision makers • don’t use, “because instagram” • putting out fires sucks, be proactive • ideas can come from anyone • don’t deliver static products • complacency sucks • we’re not curing cancer, have fun
  • 15. getting started • start a movement, it takes two • don’t try to convince everyone at once • find your crew, define goals, refine them • be ready to be rejected • present your vision in a way where they can’t say no • how do we eat an elephant? – one bite at a time
  • 16. products I love (right now) • blue apron • *helloflo • southwest • phonebloks • mercedes + casey neistat • thunderclap * I don’t personally use this one, yet
  • 17. read • rework • delivering happiness • 4 hour work week • the thank you economy
  • 18. me • dan (zel-ik-man) • @danzelikman • dan@mentalpez.com • mentalpez.com • danzelikman.me