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Pinnatta Open Coffee Athens LX

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Transcript

  • 1. #opencoffeegr
  • 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
  • 5. Tip: NEVER ARGUE WITH METRICS
  • 6. Sometimes it’s: 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
  • 12. Tip: Go deeper! Identify the ideal individual!
  • 13. Here’s ours: • • • • 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!
  • 16. Tip: Set Realistic Goals!
  • 17. Step #4: Create your funnel Find the right and shortest way to drive the user from stage to stage
  • 18. Things we did wrong: - We had no funnel from the beginning
  • 19. Here’s ours: Install Registered Active user Sender Paid Customer Returning user
  • 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 • • • • Company Marketing Bible 360 campaign at every consumer’s touch point Find the right message for each target group Daily Engagement Plan
  • 23. Tip: Make your message simple and swallowable
  • 24. Remember: WHAT The Golden Circle HOW WHY Simon Sinek – 2009
  • 25. Step #7: Create your action plan • Set milestones • Give authority • Adapt
  • 26. Tip: Find the right partner for each goal!
  • 27. Remember: One thing at a time!
  • 28. Things that worked: - Facebook UA at $0.18 per completed install - Daily Usage x3 - PR
  • 29. Take away notes: • • • • • 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!
  • 30. Thank you