#opencoffeegr
Simple Math:
No Study = Fail
Study = No Fail
-------------------------------------------No Study + Study = Fail + No Fail
...
Simple Math:
Marketing = Science
Science = Experiment and Observation
Experiment and Observation -> Success
SUCCESS CAN BE...
The classic way
Set goals

Create Action plan

Try

Measure Results
Analyze

Optimize

Learn
Tip:
NEVER ARGUE WITH METRICS
Sometimes it’s:
Set goals

Create Action plan

Try

Measure Results
Analyze

Optimize

Learn
Step #0: Get Prepared
• Understand the market and the competitors
– Never Copy!
– Analyze -> Understand ->Learn -> Improve...
Step #1: Define your product
Separate what your product is....

From what you say your product is
Things we did wrong:
Fear to define Pinnatta (Cards Vs Messages)

We ended up with 2 main target groups!
Step #2: Identify your target group
It will help you decide:
- the right strategy
- the most suitable tools
- the right pe...
Things we did wrong:
- We kept it open to anyone
- We hired the wrong person for Marketing
Tip:
Go deeper!
Identify the ideal individual!
Here’s ours:
•
•
•
•

Her name is Laura. She’s 32.
She is a brunette, nice looking girl
Personal life: complicated
Takes h...
Remember:
There is not online and offline anymore.
There’s only sleep and awake!
David Shing – AOL @ TEDxAthens 2012
Step #3: Set Goals
Consider:
- The cost
- The effort required
- The resources
- The time!
Tip:
Set Realistic Goals!
Step #4: Create your funnel
Find the right and shortest way to drive the user from
stage to stage
Things we did wrong:
- We had no funnel from the beginning
Here’s ours:
Install
Registered

Active user
Sender
Paid Customer

Returning user
Step #5: Understand the tools
• Leverage them
• Think of alternative ways to use them
Things that worked:
- Hack Appstore: #1 in Canada, Sweden, Norway (top charts in
20 more countries)
- Use Facebook for PR ...
Step #6: Create your strategy
•
•
•
•

Company Marketing Bible
360 campaign at every consumer’s touch point
Find the right...
Tip:
Make your message simple and
swallowable
Remember:
WHAT

The Golden Circle

HOW
WHY

Simon Sinek – 2009
Step #7: Create your action plan
• Set milestones
• Give authority
• Adapt
Tip:
Find the right partner for each goal!
Remember:
One thing at a time!
Things that worked:
- Facebook UA at $0.18 per completed install
- Daily Usage x3
- PR
Take away notes:
•
•
•
•
•

It’s all about performance
You can hack it!
Statistics will show you the way!
Be open minded a...
Thank you
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Pinnatta Open Coffee Athens LX

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Pinnatta Open Coffee Athens LX

  1. 1. #opencoffeegr
  2. 2. Simple Math: No Study = Fail Study = No Fail -------------------------------------------No Study + Study = Fail + No Fail (No + 1) Study = (No + 1) Fail STUDY = FAIL
  3. 3. Simple Math: Marketing = Science Science = Experiment and Observation Experiment and Observation -> Success SUCCESS CAN BE ENGINEERED
  4. 4. The classic way Set goals Create Action plan Try Measure Results Analyze Optimize Learn
  5. 5. Tip: NEVER ARGUE WITH METRICS
  6. 6. Sometimes it’s: Set goals Create Action plan Try Measure Results Analyze Optimize Learn
  7. 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. 8. Step #1: Define your product Separate what your product is.... From what you say your product is
  9. 9. Things we did wrong: Fear to define Pinnatta (Cards Vs Messages) We ended up with 2 main target groups!
  10. 10. Step #2: Identify your target group It will help you decide: - the right strategy - the most suitable tools - the right people
  11. 11. Things we did wrong: - We kept it open to anyone - We hired the wrong person for Marketing
  12. 12. Tip: Go deeper! Identify the ideal individual!
  13. 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. 14. Remember: There is not online and offline anymore. There’s only sleep and awake! David Shing – AOL @ TEDxAthens 2012
  15. 15. Step #3: Set Goals Consider: - The cost - The effort required - The resources - The time!
  16. 16. Tip: Set Realistic Goals!
  17. 17. Step #4: Create your funnel Find the right and shortest way to drive the user from stage to stage
  18. 18. Things we did wrong: - We had no funnel from the beginning
  19. 19. Here’s ours: Install Registered Active user Sender Paid Customer Returning user
  20. 20. Step #5: Understand the tools • Leverage them • Think of alternative ways to use them
  21. 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. 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. 23. Tip: Make your message simple and swallowable
  24. 24. Remember: WHAT The Golden Circle HOW WHY Simon Sinek – 2009
  25. 25. Step #7: Create your action plan • Set milestones • Give authority • Adapt
  26. 26. Tip: Find the right partner for each goal!
  27. 27. Remember: One thing at a time!
  28. 28. Things that worked: - Facebook UA at $0.18 per completed install - Daily Usage x3 - PR
  29. 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. 30. Thank you

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