The 10 Great Failings Of A Mobile Marketer

1. Private & Confidential. Property of Laundrapp Limited.

2. Private & Confidential. Property of Laundrapp Limited.
#edrelf

3. Private & Confidential. Property of Laundrapp Limited.
#laundrapp
tweet us for a surprise

4. Private & Confidential. Property of Laundrapp Limited.
digital entrepreneur / 20 years experience

5. Private & Confidential. Property of Laundrapp Limited.

6. Private & Confidential. Property of Laundrapp Limited.

7. Private & Confidential. Property of Laundrapp Limited.
”The 10 Greatest Failings of a Mobile
Marketer”

8. Private & Confidential. Property of Laundrapp Limited.
”…and some insights along the way”

9. a revolution happening right now in laundry & dry cleaning
Private & Confidential. Property of Laundrapp Limited.

10. that revolution is digital
Private & Confidential. Property of Laundrapp Limited.

11. Private & Confidential. Property of Laundrapp Limited.

12. Private & Confidential. Property of Laundrapp Limited.

17. Private & Confidential. Property of Laundrapp Limited.

19. remote controls for our lives
Private & Confidential. Property of Laundrapp Limited.

20. Private & Confidential. Property of Laundrapp Limited.
BIG challenge, changing consumer habit

21. …to create a habitual service.
Private & Confidential. Property of Laundrapp Limited.

22. …change is easier to influence before habit is formed
Private & Confidential. Property of Laundrapp Limited.

23. Private & Confidential. Property of Laundrapp Limited.
convenience & quality

24. the world’s most advanced
on-demand laundry & dry cleaning platform.
Private & Confidential. Property of Laundrapp Limited.

25. a multi-billion £ market, untouched by digital
Private & Confidential. Property of Laundrapp Limited.

26. Private & Confidential. Property of Laundrapp Limited.
take war to the washing machine!

27. a generational opportunity to change an industry
Private & Confidential. Property of Laundrapp Limited.

28. Private & Confidential. Property of Laundrapp Limited.

29. Private & Confidential. Property of Laundrapp Limited.
so how did we achieve this?

30. Private & Confidential. Property of Laundrapp Limited.
increasing cost of installs
remaining ‘top of mind’ is increasingly hard
proliferation of marketing channels
people downloading & using fewer apps
driving repeat use is tough
most people fail

31. Private & Confidential. Property of Laundrapp Limited.
”The 10 Greatest Failings of a Mobile
Marketer”

32. Private & Confidential. Property of Laundrapp Limited.
1. Honesty. we’re all learning.

33. Private & Confidential. Property of Laundrapp Limited.
everyone in digital is an expert

34. “Dead fish go
with the flow”
- Roy Keane

35. Private & Confidential. Property of Laundrapp Limited.
2. Be comfortable with being uncomfortable

36. Private & Confidential. Property of Laundrapp Limited.
If we’re not uncomfortable, we’re not pushing ourselves far
enough

37. Private & Confidential. Property of Laundrapp Limited.
mobile first business, leveraging offline to scale

38. Private & Confidential. Property of Laundrapp Limited.
find 3 channels that work
and scale them aggressively

39. Private & Confidential. Property of Laundrapp Limited.
forget web at your peril
lower CPA, no install required, leads to efficient mobile re-marketing

40. Private & Confidential. Property of Laundrapp Limited.
3. Give up on the playbook…

41. Private & Confidential. Property of Laundrapp Limited.
if there was one, it would be re-written by the
time it was finished…

42. Private & Confidential. Property of Laundrapp Limited.
A typical call
Hello, is that Edward
Ed speaking
How are you today?
HOW CAN I HELP!
We’re XXX we’ve nailed digital! Our playbook revolutionising XXX. We’re
working with XXX, XXX, XXX… We can help you double your customers…(60
second pitch)
How are the Bahamas today?
Sorry?
Bahamas. You’re an expert right, you must have retired already?
Sorry I don’t follow?
Why are you calling me?
We’re a new agency…..
email marketing@laundrapp.com.

43. Private & Confidential. Property of Laundrapp Limited.
If you want me to listen, win me through referrals.

44. Private & Confidential. Property of Laundrapp Limited.
4. 90% of what you do won’t work. Get over it.

45. Private & Confidential. Property of Laundrapp Limited.
But scale the 10% that does. Quickly.

46. Private & Confidential. Property of Laundrapp Limited.
5. Understand Three is the Magic Number.

47. Private & Confidential. Property of Laundrapp Limited.
Understand the CAC:LTV ratio, adjust marketing accordingly

48. Private & Confidential. Property of Laundrapp Limited.
6. Deeply understand your customers
understand LTV by channel / demographic / usage

49. Private & Confidential. Property of Laundrapp Limited.
millennials, great for acquisition / virality, do they
engage, are they spending money?

50. Private & Confidential. Property of Laundrapp Limited.
what is our busiest time for orders?
monday morning, early morning commuters

51. Private & Confidential. Property of Laundrapp Limited.
It’s obvious
These people are:
Highly organised
Live around routine
Value time
High mobile engagement
Seeking convenience

52. Private & Confidential. Property of Laundrapp Limited.
vary CPA by demographic / channel
spend more for quality users with higher LTV

53. Private & Confidential. Property of Laundrapp Limited.
7. Stop the vanity metrics!

54. Private & Confidential. Property of Laundrapp Limited.
1st order is almost irrelevant
2nd order retention is key, change consumer habit

55. Private & Confidential. Property of Laundrapp Limited.
8. Go beyond the acquisition funnel
Insight > Lead Gen > Re-targeting > 1st Order > Re-targeting > 2nd Order

56. Private & Confidential. Property of Laundrapp Limited.
9. Consider a ‘Flawless’ customer journey
map out and refine the experience to 2nd order or interaction

57. Private & Confidential. Property of Laundrapp Limited.
10. Trust your gut!
Relying constantly on data almost always leads to inaction

58. Private & Confidential. Property of Laundrapp Limited.
"If you never want to be
ridiculed, don't do
anything new."
- Jeff Bezos

59. Private & Confidential. Property of Laundrapp Limited.

60. Private & Confidential. Property of Laundrapp Limited.
100+ towns & cities across the UK

61. Private & Confidential. Property of Laundrapp Limited.
15 international markets in 2 years

62. Private & Confidential. Property of Laundrapp Limited.
via our Laundrapp on-demand platform
Private & Confidential. Property of Laundrapp Limited.

63. Private & Confidential. Property of Laundrapp Limited.
launched just over 2 years ago!

64. Private & Confidential. Property of Laundrapp Limited.
edward@laundrapp.com
get in touch

65. Private & Confidential. Property of Laundrapp Limited.