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Ramping Up: B2C Acquisition Marketing for Start-Ups

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This presentation will gear you up for finding, acquiring, and retaining the users you need to get your company off the ground and keep it growing. …

This presentation will gear you up for finding, acquiring, and retaining the users you need to get your company off the ground and keep it growing.

What You'll Learn:
- Proven tactics for understanding your potential consumers and how to engage them
- How to find and optimize the right channels for consumer acquisition
- How to bring in new consumers on a shoestring or a $1M budget

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  • 1. presents Ramp Up: B2C Acquisitions Marketing for Start-Ups Christine Fiske @fiskers
  • 2. Hey  gang.  I’m  Chris1ne
  • 3. Hey  gang.  I’m  Chris1ne
  • 4. Hey  gang.  I’m  Chris1ne
  • 5. Finding  your  Customers  (or…customers   We’ll  find  them!   And  we’ll  help  them  find  US
  • 6. Rule  #1:    Know  Thy  Customer
  • 7. Do  You  Know  Your  Customers?  
  • 8. Do  You  Know  Your  Customers?   Do  you  think  they’re  just  like  you?
  • 9. Get  to  Know  Your  Customers
  • 10. Get  to  Know  Your  Customers • Surveys
  • 11. Get  to  Know  Your  Customers • Surveys • Interviews
  • 12. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups
  • 13. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups • Grab  them  off  the  street!
  • 14. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups • Grab  them  off  the  street! • Craig’s  List
  • 15. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups • Grab  them  off  the  street! • Craig’s  List • Got  Some  Dough?  Hire  professional  researchers,   develop  personas  you  can  market  against.
  • 16. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups • Grab  them  off  the  street! • Craig’s  List • Got  Some  Dough?  Hire  professional  researchers,   develop  personas  you  can  market  against.
  • 17. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups • Grab  them  off  the  street! • Craig’s  List • Got  Some  Dough?  Hire  professional  researchers,   develop  personas  you  can  market  against. Get  everyone  in  your  organiza/on  talking  to   customers…
  • 18. Ready,  Break!  Teams  of  2.  Find  someone  you  don’t  know  well. 1. Each  person  think  of  a  product  you  love  that’s  not  as  common   as  an  iPhone  or  Abercrombie  and  Fitch.   2. It  could  be  anything  like,  a  meal  from  your  favorite   restaurant,  spor1ng  equipment,  or  something  related  to  a   hobby  of  yours.   3. Write  down  the  max  you  would  be  willing  to  pay,  when  you   would  use  it,  where  you  would  buy  it,  and  what’s  most   important  to  you  about  the  product.   4. Don’t  share  your  answers  with  your  partner.   5. Now  share  the  product  with  your  partner,  and  your  partner   has  to  guess  your  answers  to  #3.  
  • 19. Rule  #2:   Economics  101  and  law  of   Scarce  Resources
  • 20. Money  Doesn’t  Buy  Love
  • 21. Newsflash:  It’s  Cool  to  be  Genuine
  • 22. Newsflash:  It’s  Cool  to  be  Genuine MAKE.  SOMETHING.  HAPPEN.   If  I  had  to  pick  one  piece  of  markeUng  advice  to  give  you,  that  would  be  it.   Now.   Make  something  happen  now.  Before  you  go  home.  Before  the  end  of  the   week.  Launch  that  idea,  post  that  post,  run  that  ad,  call  that  customer.  Go  to   the  edge,  that  edge  you’ve  been  holding  back  from…and  do  it  today.   Without  waiUng  for  the  commiYee  or  your  boss  or  the  market.  Just  go. -­‐  Seth  Godin,  Whatcha  Gonna  Do  With  That  Duck
  • 23. Get  Social.  It’s  FREE
  • 24. You  have  just  started  to  develop  your   Are  you  running  a  paid  search  campaign?
  • 25. Learn  from  paid  media…
  • 26. Listen…    
  • 27. Bake  it  In:  Inbound/Social  MarkeUng      
  • 28. Rule  #3:  Get  CreaUve.   But  Measure    
  • 29. It’s  an  art,  and  a  science
  • 30. Managing  your  MarkeUng  Mix  is  like   Managing  Mutual  Funds
  • 31. A  note  about  CPC  and  LifeUme  Value
  • 32. Now  You’ve  Got  them…
  • 33. It’s  been  a  pleasure.   (at  least  while  wri1ng  this  slide,  that’s  how  I’m  imagining  the  evening  will  have   unfolded…) Let  me  know  how  I  can  help. Chris1ne       chris1nefiske@gmail.com  
  • 34. Course Title Course Title INSTRUCTOR NAME