presents
Ramp Up: B2C Acquisitions
Marketing for Start-Ups
Christine Fiske
@fiskers
Hey	
  gang.	
  I’m	
  Chris1ne
Hey	
  gang.	
  I’m	
  Chris1ne
Hey	
  gang.	
  I’m	
  Chris1ne
Finding	
  your	
  Customers	
  (or…customers	
  
We’ll	
  find	
  them!	
  
And	
  we’ll	
  help	
  them	
  find	
  US
Rule	
  #1:	
  	
  Know	
  Thy	
  Customer
Do	
  You	
  Know	
  Your	
  Customers?	
  
Do	
  You	
  Know	
  Your	
  Customers?	
  
Do	
  you	
  think	
  they’re	
  just	
  like	
  you?
Get	
  to	
  Know	
  Your	
  Customers
Get	
  to	
  Know	
  Your	
  Customers
• Surveys
Get	
  to	
  Know	
  Your	
  Customers
• Surveys
• Interviews
Get	
  to	
  Know	
  Your	
  Customers
• Surveys
• Interviews
• Focus	
  Groups
Get	
  to	
  Know	
  Your	
  Customers
• Surveys
• Interviews
• Focus	
  Groups
• Grab	
  them	
  off	
  the	
  street!
Get	
  to	
  Know	
  Your	
  Customers
• Surveys
• Interviews
• Focus	
  Groups
• Grab	
  them	
  off	
  the	
  street!
• C...
Get	
  to	
  Know	
  Your	
  Customers
• Surveys
• Interviews
• Focus	
  Groups
• Grab	
  them	
  off	
  the	
  street!
• C...
Get	
  to	
  Know	
  Your	
  Customers
• Surveys
• Interviews
• Focus	
  Groups
• Grab	
  them	
  off	
  the	
  street!
• C...
Get	
  to	
  Know	
  Your	
  Customers
• Surveys
• Interviews
• Focus	
  Groups
• Grab	
  them	
  off	
  the	
  street!
• C...
Ready,	
  Break!
	
  Teams	
  of	
  2.	
  Find	
  someone	
  you	
  don’t	
  know	
  well.
1. Each	
  person	
  think	
  o...
Rule	
  #2:	
  
Economics	
  101	
  and	
  law	
  of	
  
Scarce	
  Resources
Money	
  Doesn’t	
  Buy	
  Love
Newsflash:	
  It’s	
  Cool	
  to	
  be	
  Genuine
Newsflash:	
  It’s	
  Cool	
  to	
  be	
  Genuine
MAKE.	
  SOMETHING.	
  HAPPEN.	
  
If	
  I	
  had	
  to	
  pick	
  one	
 ...
Get	
  Social.	
  It’s	
  FREE
You	
  have	
  just	
  started	
  to	
  develop	
  your	
  
Are	
  you	
  running	
  a	
  paid	
  search	
  campaign?
Learn	
  from	
  paid	
  media…
Listen…	
  	
  
Bake	
  it	
  In:	
  Inbound/Social	
  MarkeUng	
  	
  	
  
Rule	
  #3:	
  Get	
  CreaUve.	
  
But	
  Measure	
  	
  
It’s	
  an	
  art,	
  and	
  a	
  science
Managing	
  your	
  MarkeUng	
  Mix	
  is	
  like	
  
Managing	
  Mutual	
  Funds
A	
  note	
  about	
  CPC	
  and	
  LifeUme	
  Value
Now	
  You’ve	
  Got	
  them…
It’s	
  been	
  a	
  pleasure.	
  
(at	
  least	
  while	
  wri1ng	
  this	
  slide,	
  that’s	
  how	
  I’m	
  imagining	...
Course Title
Course Title
INSTRUCTOR NAME
Ramping Up: B2C Acquisition Marketing for Start-Ups
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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.

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

Published in: Business, News & Politics
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Ramping Up: B2C Acquisition Marketing for Start-Ups

  1. 1. presents Ramp Up: B2C Acquisitions Marketing for Start-Ups Christine Fiske @fiskers
  2. 2. Hey  gang.  I’m  Chris1ne
  3. 3. Hey  gang.  I’m  Chris1ne
  4. 4. Hey  gang.  I’m  Chris1ne
  5. 5. Finding  your  Customers  (or…customers   We’ll  find  them!   And  we’ll  help  them  find  US
  6. 6. Rule  #1:    Know  Thy  Customer
  7. 7. Do  You  Know  Your  Customers?  
  8. 8. Do  You  Know  Your  Customers?   Do  you  think  they’re  just  like  you?
  9. 9. Get  to  Know  Your  Customers
  10. 10. Get  to  Know  Your  Customers • Surveys
  11. 11. Get  to  Know  Your  Customers • Surveys • Interviews
  12. 12. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups
  13. 13. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups • Grab  them  off  the  street!
  14. 14. Get  to  Know  Your  Customers • Surveys • Interviews • Focus  Groups • Grab  them  off  the  street! • Craig’s  List
  15. 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. 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. 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. 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. 19. Rule  #2:   Economics  101  and  law  of   Scarce  Resources
  20. 20. Money  Doesn’t  Buy  Love
  21. 21. Newsflash:  It’s  Cool  to  be  Genuine
  22. 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. 23. Get  Social.  It’s  FREE
  24. 24. You  have  just  started  to  develop  your   Are  you  running  a  paid  search  campaign?
  25. 25. Learn  from  paid  media…
  26. 26. Listen…    
  27. 27. Bake  it  In:  Inbound/Social  MarkeUng      
  28. 28. Rule  #3:  Get  CreaUve.   But  Measure    
  29. 29. It’s  an  art,  and  a  science
  30. 30. Managing  your  MarkeUng  Mix  is  like   Managing  Mutual  Funds
  31. 31. A  note  about  CPC  and  LifeUme  Value
  32. 32. Now  You’ve  Got  them…
  33. 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. 34. Course Title Course Title INSTRUCTOR NAME

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