2. Simple Math:
No Study = Fail
Study = No Fail
-------------------------------------------No Study + Study = Fail + No Fail
(No + 1) Study = (No + 1) Fail
STUDY = FAIL
3. Simple Math:
Marketing = Science
Science = Experiment and Observation
Experiment and Observation -> Success
SUCCESS CAN BE ENGINEERED
4. The classic way
Set goals
Create Action plan
Try
Measure Results
Analyze
Optimize
Learn
7. Step #0: Get Prepared
• Understand the market and the competitors
– Never Copy!
– Analyze -> Understand ->Learn -> Improve
• Understand yourself
– Focus on what you can do best
8. Step #1: Define your product
Separate what your product is....
From what you say your product is
9. Things we did wrong:
Fear to define Pinnatta (Cards Vs Messages)
We ended up with 2 main target groups!
10. Step #2: Identify your target group
It will help you decide:
- the right strategy
- the most suitable tools
- the right people
11. Things we did wrong:
- We kept it open to anyone
- We hired the wrong person for Marketing
13. Here’s ours:
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Her name is Laura. She’s 32.
She is a brunette, nice looking girl
Personal life: complicated
Takes her career seriously; thus not enough time for personal
life
• Friends and Family: Mean everything but has not enough time
• Likes: hung around with friends, go out for fun, watch movies,
listen music, sports
14. Remember:
There is not online and offline anymore.
There’s only sleep and awake!
David Shing – AOL @ TEDxAthens 2012
15. Step #3: Set Goals
Consider:
- The cost
- The effort required
- The resources
- The time!
20. Step #5: Understand the tools
• Leverage them
• Think of alternative ways to use them
21. Things that worked:
- Hack Appstore: #1 in Canada, Sweden, Norway (top charts in
20 more countries)
- Use Facebook for PR (replace PR firms)
22. Step #6: Create your strategy
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Company Marketing Bible
360 campaign at every consumer’s touch point
Find the right message for each target group
Daily Engagement Plan
28. Things that worked:
- Facebook UA at $0.18 per completed install
- Daily Usage x3
- PR
29. Take away notes:
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It’s all about performance
You can hack it!
Statistics will show you the way!
Be open minded and adapt!
Put yourself in your customer shoes!