Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Shawn Anderson & Shane Corellian (Co-Founders, PDQ.com) - Alternative Marketing, or "Oops I Did A Marketing"

53 views

Published on

This video for this talk from Business of Software Conference USA 2018 will be published here soon: http://businessofsoftware.org/videos

Published in: Business
  • Be the first to comment

  • Be the first to like this

Shawn Anderson & Shane Corellian (Co-Founders, PDQ.com) - Alternative Marketing, or "Oops I Did A Marketing"

  1. 1. Alternative Marketing Or “Oops I Accidentally Did A Marketing” Shawn Anderson / Shane Corellian Co-founders PDQ.com
  2. 2. “We’ve gone to 11”
  3. 3. Million
  4. 4. Total Annual Sales
  5. 5. Total Annual Sales
  6. 6. Total Annual Sales
  7. 7. • Print Ads • AdWords • Some remedial videos • Trial only • All things to all people • Oh, and our content totally sucked Total Annual Sales
  8. 8. “You can't please all the people all the time... and last night, all those people were at my show.” - Mitch Hedberg
  9. 9. “You can't please all the people all the time... and last night, all those people were at my show.” - Mitch Hedberg
  10. 10. Spray & Pray (Our Laser-Focused Approach To Marketing)
  11. 11. • 5 GB • Pixo OS 2.1 • 60-mW Amplifier • FireWire port • 3.5-mm headphone jack • Stainless Steel • 2-inch white backlit LCD display • Battery-10 hours. Features vs. Benefits 1,000 songs in your pocket.
  12. 12. • 5 GB • Pixo OS 2.1 • 60-mW Amplifier • FireWire port • 3.5-mm headphone jack • Stainless Steel • 2-inch white backlit LCD display • Battery-10 hours. Features vs. Benefits 1,000 songs in your pocket.
  13. 13. • 5 GB • Pixo OS 2.1 • 60-mW Amplifier • FireWire port • 3.5-mm headphone jack • Stainless Steel • 2-inch white backlit LCD display • Battery-10 hours. Features ALONG with Benefits 1,000 songs in your pocket.
  14. 14. Traditional Marketing is Tough if …
  15. 15. Traditional Marketing is Tough if … • You Need Immediate $ales • Customers are ad-blind • You have limited resources • Your name is Shane or Shawn
  16. 16. Traditional Marketing is Tough if … • You Need Immediate $ales • Customers are Ad-blind • You have limited resources • Your name is Shane or Shawn
  17. 17. Traditional Marketing is Tough if … • You Need Immediate $ales • Customers are Ad-blind • You Have Limited Resources • Your name is Shane or Shawn
  18. 18. Traditional Marketing is Tough if … • You Need Immediate $ales • Customers are Ad-blind • You Have Limited Resources • Your Name is Shane or Shawn
  19. 19. Our First Attempt at Marketing • Focused on Benefits • No discussion of Features (yes, those are our bites)
  20. 20. Our First Attempt at Marketing • Focused on Benefits • No discussion of Features (yes, those are our bites)
  21. 21. 20-ish Clicks (10 of which were mom)
  22. 22. “Well, I suggest you gentlemen invent a way to put a square peg in a round hole. Rapidly.” - Gene Krantz
  23. 23. Do we want people to TRY our software or USE our software?
  24. 24. We went to a Freemium model • No Expiration • No Ads • No strings Attached • No Sh#*tware
  25. 25. “If we're not losing sleep from giving too much away…
  26. 26. “If we're not losing sleep from giving too much away… we're not doing it right.”
  27. 27. • Blogging / Videos • Freemium • 2 new (focused) products • Being ourselves Total Annual Sales
  28. 28. What if I told you… We create content for humans, not algorithms.
  29. 29. What if I told you… We create content for humans, not algorithms.
  30. 30. • Blogging / Videos • Freemium • 2 new (focused) products • Being Ourselves (embrace the suck) Added LIVE Webcasts ⬈
  31. 31. Added Cloud Features / Subscription Pricing Added LIVE Webcasts ⬈
  32. 32. LIVE Webcast • Answer Questions in Real Time • Build Community • Interact Directly
  33. 33. LIVE Webcast • Built Our Own • Still Room for Banter • Questions Don’t Get Lost in the Shuffle
  34. 34. LIVE Webcast • Built Our Own • Users Ask Questions • Users Can Upvote
  35. 35. LIVE Webcast • Built Our Own • Live Demos • We Control the Entire Experience • I
  36. 36. We had to step up our studio game
  37. 37. A real face for radio
  38. 38. Videos (Our Razzie Award Approach To Film)
  39. 39. Videos (Embracing the Suck)
  40. 40. And in Ten Years We Had an Overnight Community
  41. 41. A Global Community
  42. 42. Q&A (Embracing the Suck)

×