Free Pizza! (and Software Marketing)

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Presentation given by Nico Westerdale at ISVCon in Reno 2012.
www.isvcon.org

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  • Ralph Cuomo opened the first Rays in Little Italy in 1959.In 1989 Luchese mobster Ralph Cuomo, 61 years old, was sentenced to 4 years for selling narcotics out of his pizzeria.
  • 45% of San Diegoans get a Living Social email every day
  • People spend 2.5 hours a day checking their email
  • Cake shop that went out of business after doing a Groupon
  • - 50% of all food ready for harvest in the United States never gets eaten.- The United States spends about 1 billion dollars a year to dispose of food waste.- 300 billion pounds of food is thrown away every single year = 100 billion pizzas
  • Also Hyper-Local has yet to work!
  • If, starting tomorrow, we were to magically start selling ten times the amount that we are today which areas of our business would increase and which would stay the same.
  • MacBundleBox was started by a 16 year old in the North of England and made $2million in the first two yearsRemember Ray’s Pizza?
  • Noah Kagan on YouTubeViral Loop - book
  • $2million in 1 day given away
  • Wilkin and Sons Jams, a British jelly purveyor known for exotic flavors.24 flavors 60% stopped6 flavors 40% stopped24 flavors, only 3% purchased6 flavors 30% purchasedFewer flavors = *7 More Sales
  • Facebook Ads make $1 per Like viable
  • Free Pizza! (and Software Marketing)

    1. 1. Ok, Now That I Have Your Attention, Let‟s Talk About Marketing Software
    2. 2. Tasty Slices • Nico Westerdale @nicowest • Myself and Roger run BitsDuJour – Daily Deals Website for Mac & PC Software – 24 Hour Exclusive Deals, Heavily Promoted • 1000s of Software Promotions for 5+ Years
    3. 3. Hands up Who‟s Here for the Free Pizza?
    4. 4. Ray‟s Pizza – New York City
    5. 5. The Insane Headlines
    6. 6. Promotions are a Huge Market Source: BuySellAds.com
    7. 7. The Way People Buy Has Changed Source: BuySellAds.com 44% of Online Customers use Daily Deal Sites, and Rising
    8. 8. The Way People Buy Has Changed Source: BuySellAds.com 60% of Subscribers get emails from 2+ Daily Deals Sites Every Day
    9. 9. The Way People Buy Has Changed Source: BuySellAds.com 60% of Email Recipients are Checking Their emails at Least Once a Day
    10. 10. Where Groupon Fails • Physical Venues Cannot Scale Easily • Traditional Merchant‟s Overheads are High
    11. 11. Trash Talk • Large Per-Unit Cost Means Wastage is Inevitable • Printed Coupons are Confusing for Staff and Customers • Coupon Redemption Rate is Low • Customers Come Once… Then What?
    12. 12. Groupon Failure Stats • Only 63% of Vendors said their Groupon was Profitable • 49% of Vendors said they would not Advertise with Groupon again • 82% of Vendors Unsatisfied with Repeat Business Source: Cooper Murphy Copywriters
    13. 13. The Move to E-Commerce Source: YipIt 10% of Groupon & 17% of Living Social‟s Revenue is now from e-commerce Within only 4 months of launching!
    14. 14. The Good News • All Daily Deal Sites use Email as their #1 Way of Reaching Customers • Software Vendors Don‟t Have Any of These Problems!
    15. 15. How to Promote Software 1. Figure out How Low You Can Go 2. Find out Where Your Customers Are 3. Give Them Something Irresistible 4. Make the Sale or Get Their Contact Info 5. Hook „em 6. Keep on Selling
    16. 16. 1. Figure out How Low You Can Go
    17. 17. Product Cost Calculator Product Price $ Total Hours Per Week on the Business Hours Per Week Supporting the Product Licensing per Product $ Per-Unit Product Cost % of People Who Purchase Again 40 Calculate $2.86 93% 70 12 0 10
    18. 18. How Much To Discount? • Total Sales Revenue based on Discount <31 31-39 40-44 45-49 50-54 *55-59 60-64 65-69 70-74 75-79 >79 Sales Sales for Regular Price < $35 Sales for Regular Price >= $35 * Small Data Set TotalSalesRevenue Percentage Discount
    19. 19. 2. Find out Where Your Customers Are
    20. 20. Who Purchases Software? • ISV Websites are not the Only Place the Purchase Decision is Made – Download Sites – Forums / Social / Community / Blogs – Coupon Sites – Promotion Sites – Search & Aggregators • Different Rules in Different Countries • All Customers are Not the Same
    21. 21. Different Customers Impulsive Buyers Verifiers Researchers Seekers Fans Devotees
    22. 22. BitsDuJour.com
    23. 23. MUPromo.com
    24. 24. MacZOT.com
    25. 25. SoftwareDoD.com
    26. 26. MacAppDeals.com
    27. 27. GrabSomeDeals.com
    28. 28. SparCode.com
    29. 29. MajorGeeks.com
    30. 30. MightyDeals.com
    31. 31. GiveawayOfTheDay.com
    32. 32. MacAppDeals.com
    33. 33. AppSumo.com
    34. 34. Startups.com
    35. 35. Bundle Websites
    36. 36. Everything … and the Kitchen Sink
    37. 37. 3. Give Them Something Irresistible
    38. 38. Promotional Stats • 94% Could Recall a Promotional Product From the Past 2 Years • Consumers Made a Purchase After: – Receiving a Promo Product (20.9%) – Viewing a Print Ad (13.4%) – Viewing TV Commercial (7.1%) – Viewing Online Ad (4.6%) Source: Promotional Products Association International
    39. 39. AppSumo Sweeps • Premium Prizes • Heavily Advertised • Excellent Viral Hooks
    40. 40. • A Unique Shopping Cart for 100% Off Deals • Email Addresses Shared with ISV
    41. 41. 100% Off Effectiveness • In 3 Months… • Grew Email List by 60,000 • Baseline Traffic has Doubled • Traffic Spikes of 10 Times the Norm • $5 million in Software Given Away • Sales up at least 20%
    42. 42. Did You Get it Yet? • I want ISVs to Show up to my Talk • Pizza is Irresistible to ISVs • Pizza Doesn‟t cost that Much • = Free Pizza!
    43. 43. 4. Make the Sale or Get Their Contact Info
    44. 44. Make Your Case • Make it Clear what you‟re Selling • Entertaining Write-up • Lead with one Point • Don‟t Say too Much
    45. 45. Easy Purchases • Main Call to Action is to “Buy Now” • Lead with your Percentage • Show the Deadline • All other Links and Information are Secondary
    46. 46. I Want Email Addresses! • If You Can‟t Make the Sale, Then Get Their Email • Turns Residual Traffic into Paying Customers (eventually!)
    47. 47. The Fine Print • Features not Functions • Spell out your License Terms • Testimonials Help, but they‟re not 100% Believable • Don‟t let this Detract From the Main Promotion
    48. 48. Build Trust by Being Yourself • Show you‟re a Real Person • Allow Questions to be Asked and Answered • Be Seen to be Responsive Now, so you‟ll be Responsive Later • Handle Problems (and Problem People)
    49. 49. 5. Hook „em
    50. 50. Emails Make Sales • Up-Sells • Cross-Sells • New Versions • Keep Giving Discounts! • The Point is to get People to Click
    51. 51. Why Come Back? • Become and Expert in Your Area • Be The First with The Latest News • Community Content
    52. 52. 6. Keep on Selling
    53. 53. More is Available • Show Relevant Alternatives that don‟t Directly Compete • Don‟t Overwhelm your main Promotion • Don‟t Blind them with Choice
    54. 54. Extending the Promotion • Creating a Deadline forces a „Buy Now‟ decision • Extending the deadline allows you to force the „Buy Now‟ decision again • Extending Allows you to Pick up New Customers and Persuade Unsure Customers • We see 60% Sales in the second 24 Hours
    55. 55. Facebook Promotions • Use FanGate Page to Entice Likes • Shortstack, Static FBML • Use the Real Estate • Be Yourself • Vary Your Posts • Reply and be Visible • Don‟t Overpost
    56. 56. Twitter Promotions • The Goal is to add Followers and get Backlinks • Use Twitter OAuth to Create your own Promotion • Use Bitly to Track your Clicks • Tweet like Crazy
    57. 57. Spreading the Word • Link Exchanges are Dead • Email Reminders / Newsletter • Comments / Contact • RSS / Twitter / Facebook / ShareThis • Forums: Deals.Woot / SlickDeals / Industry Specific • DOTD Aggregators: DODTracker • Affiliate Programs • Promotions Move Fast and are Gone in Hours
    58. 58. Future Trends • Customers Comfortable With Deals (and Expect It) – More Registered Users – Flash Deal Timeframes are Shortening • More Promotional Opportunities – The “Me Too” Factor – Specialization • Promotional Sites Evolving – Coupon – Geographical – HyperLocal / Mobile / PoS – E-Commerce Products • Social Media Sharing Services • Specific PPC Ad Networks
    59. 59. Software is the Perfect Promotional Product N i c o We s t e r d a l e n i c o @b i t s d u j o u r .c o m @n i c o w e s t

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