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Referral and Viral
Growth Tactics For 2018
Roy Morejon - Enventys Partners
Roy Morejon
President & Co-Founder
Enventys Partners
● Serial Entrepreneur
● 2015 & 2016 Fastest Growing
Companies in Charlotte
● Crowdfunded over 500
Successful Projects
● Raised over $135 Million in past
6 years
● 24 Unique Million+ Dollar
Crowdfunding Campaigns
● Featured in CNN, Entrepreneur,
Forbes, AdWeek, SEJ, Fast
Company, Pando Daily, Yahoo!
Tech, Crowdfund Insider
Antonia Saint New York
Crowdfunding Case Study
@RoyMorejon
CROWDFUNDING HEELS?
@RoyMorejon
@RoyMorejon
WHY
CROWDFUNDING?
● Minimizes risk
● Proves out market for product
● Reduces need for loans or VC $
● Community of backers
● PR Opportunities
● No need for a website
● Easy to set up campaign page
@RoyMorejon
LAUNCH
This Works (most) Everywhere
Event Promotion
Trade Shows
Book Launches on Amazon
Mobile App Launches
Product or Business Launches
@RoyMorejon
THE STORY
Antonia Saint New York is a line of
women’s heels and flats made to feel like
sneakers on the inside.
Designed in Brooklyn with patented
technology, the brand was founded by
Antonia Saint Dunbar.
@RoyMorejon
THE GOAL - Crowdfund Cushioned Support
ASNY wanted to attract
new customers and pre-
sell its line of high-tech
heels via its Kickstarter
crowdfunding campaign.
@RoyMorejon
STARTUP MANIFESTO
@RoyMorejon
PRE-LAUNCH
1. Earn Trust - Get a presence and give back to your community first.
2. Give Value - Grow a foundation where your customers hang out, and
help them solve their problems.
3. Be Present throughout the buyer journey.
@RoyMorejon
PRE-LAUNCH GOALS
● Generate targeted email leads
● Keep email leads engaged
○ Contest Apps like Queue increase
engagement + viral sharing
● Test target audiences
● Test creative: copy & images
● Small percentage of total budget
spent during pre-launch phase
@RoyMorejon
Facebook Lead Gen Ads
@RoyMorejon
Automation is key to
increasing effectiveness of
Facebook Lead Gen Ads.
● Get your leads a welcome email ASAP!
@RoyMorejon
@RoyMorejon
Always Be Testing - Contests vs. % Off
RESULTS
Enter to Win vs. Discount CTA:
Enter To Win: .68 CPL
Discount: $1.20 CPL
Leads from Discount
CTA convert into buyers
2.5x better than Enter
to Win CTA
@RoyMorejon
Facebook
Custom
Audiences
Customer Lists [Emails]
Website Visitors
Facebook Page Engagers
Facebook Video Views
Look-a-likes
@RoyMorejon
Custom List Conversion Rates
● Segmented Customer List converts 6x better than
interest based targeting
● Full Customer List converts 4x better than interest
based targeting
● Look-a-likes of buyers convert 2x better than interest
based targeting
How To Apply
This To Any
Business
Segment Customer Database
● Top 10% of customers by
lifetime value
● Segment based on product
type purchased
○ Target with relevant new products
● Create Look-a-likes of these
segments.
@RoyMorejon
Regardless of your traffic
source, a majority of your
success is dependent on
landing pages that
convert.
@RoyMorejon
Keys to Facebook Campaigns That Convert
● Start Lead Gen & Live Campaign with low budgets
○ We launch with mix of custom audiences, look-a-likes, & interest based ad sets with $5 -
$10/day budgets
○ Scale up the best performing ad sets 50% per day.
● Start with 3 ads per ad set
○ Create 1 baseline ad across all ad sets, and two ads with relevant copy for the specific
target audiences.
○ Different messages based on Past Customer, Recent Web Visit, or Interest.
● Test new ads vs. top performing ad after 72 hours.
Adding a Sense of Urgency
● Sequencing of messaging throughout the campaign
○ [Just Launched] LIMITED Early Birds,
○ Early Bird almost sold
○ Early Birds just sold out -- Don’t miss out on this Flash Sale.
○ LAST CHANCE: Final hours of Campaign!
○ Over 500 backers, only a few Early Birds remaining.
■ Sense of urgency with social proof.
Ads that Get Clicks
● Relevant Creative to the target audience
○ Example: Targeting Women+Fans of Hiking with a Woman Hiking & message Love Hiking?
Or Hikers will LOVE these new.... “Keep the scent strong”
● Images that get clicks
○ Red, Orange & Green colors in the image, or around the border
○ Collages in the 1200 x 628 image
○ Dual Image Collages work best
● Motion Images
○ Images where just one part of the image is moving. Like the Water, Clouds, Lights
flickering using a tool like Plotagraph.
THE CAMPAIGN LAUNCH
● Sent pre-launch leads a “just launched” email to 40K
● We started with a traffic campaign that included about 20 different ad
sets and a video-view campaign with one ad set, using a daily budget
between $300 - $500.
● As the campaign progressed, we added new audiences, created new
ads, and expanded our current audiences from Facebook Feed only
to Facebook Feed, Audience Network, Right Rail and Audience Insights.
@RoyMorejon
THE CAMPAIGN CONT.
● We also started running Canvas ads to about 10 different audiences
and Instagram ads to about 4 audiences a couple of weeks into the
campaign.
● We created retargeting audiences to retarget landing page traffic,
Facebook page traffic, lead generation form views, video views and
campaign page traffic.
● By the end of the campaign, we had tested over 70 different
audiences and were running a total of 42 different ad sets with a daily
budget over $3,000.
@RoyMorejon
1,796
TRACKED CONVERSIONS
@RoyMorejon
7.03x
ROI
@RoyMorejon
THE RESULTS
● ROAS on ad spend = 7.03x
● Total tracked revenue = $439,486 over a 40
day period
● Total tracked conversions = 1,796 over a 40
day period
● Total raised on Kickstarter = $1,845,714
● Total backers on Kickstarter = 6,989
● Total raised to this point (Including
Indemand) = $2,134,370
● Total backers to this point (Including
Indemand) = 7,891
● Facebook Advertising was responsible for
78% of all the traffic to the campaign page
@RoyMorejon
Conclusion… Finally :)
● Pre-Launch Lead Generation with Facebook
● Custom Audiences - The POWER of your list!
● Social Proof: Facebook Ads & Landing Pages
● Sense of Urgency
● The Setup of Successful Facebook Ad Campaign
● The Importance of Testing
Let’s Grow
Roy.Morejon@EnventysPartners.com

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Growth Marketing Tactics Using Facebook For Crowdfunding Products

  • 1. Referral and Viral Growth Tactics For 2018 Roy Morejon - Enventys Partners
  • 2. Roy Morejon President & Co-Founder Enventys Partners ● Serial Entrepreneur ● 2015 & 2016 Fastest Growing Companies in Charlotte ● Crowdfunded over 500 Successful Projects ● Raised over $135 Million in past 6 years ● 24 Unique Million+ Dollar Crowdfunding Campaigns ● Featured in CNN, Entrepreneur, Forbes, AdWeek, SEJ, Fast Company, Pando Daily, Yahoo! Tech, Crowdfund Insider
  • 3. Antonia Saint New York Crowdfunding Case Study @RoyMorejon
  • 6. WHY CROWDFUNDING? ● Minimizes risk ● Proves out market for product ● Reduces need for loans or VC $ ● Community of backers ● PR Opportunities ● No need for a website ● Easy to set up campaign page @RoyMorejon
  • 7. LAUNCH This Works (most) Everywhere Event Promotion Trade Shows Book Launches on Amazon Mobile App Launches Product or Business Launches @RoyMorejon
  • 8. THE STORY Antonia Saint New York is a line of women’s heels and flats made to feel like sneakers on the inside. Designed in Brooklyn with patented technology, the brand was founded by Antonia Saint Dunbar. @RoyMorejon
  • 9. THE GOAL - Crowdfund Cushioned Support ASNY wanted to attract new customers and pre- sell its line of high-tech heels via its Kickstarter crowdfunding campaign. @RoyMorejon
  • 11. PRE-LAUNCH 1. Earn Trust - Get a presence and give back to your community first. 2. Give Value - Grow a foundation where your customers hang out, and help them solve their problems. 3. Be Present throughout the buyer journey. @RoyMorejon
  • 12. PRE-LAUNCH GOALS ● Generate targeted email leads ● Keep email leads engaged ○ Contest Apps like Queue increase engagement + viral sharing ● Test target audiences ● Test creative: copy & images ● Small percentage of total budget spent during pre-launch phase @RoyMorejon
  • 13. Facebook Lead Gen Ads @RoyMorejon
  • 14. Automation is key to increasing effectiveness of Facebook Lead Gen Ads. ● Get your leads a welcome email ASAP! @RoyMorejon
  • 16. Always Be Testing - Contests vs. % Off
  • 17. RESULTS Enter to Win vs. Discount CTA: Enter To Win: .68 CPL Discount: $1.20 CPL Leads from Discount CTA convert into buyers 2.5x better than Enter to Win CTA @RoyMorejon
  • 18. Facebook Custom Audiences Customer Lists [Emails] Website Visitors Facebook Page Engagers Facebook Video Views Look-a-likes @RoyMorejon
  • 19. Custom List Conversion Rates ● Segmented Customer List converts 6x better than interest based targeting ● Full Customer List converts 4x better than interest based targeting ● Look-a-likes of buyers convert 2x better than interest based targeting
  • 20. How To Apply This To Any Business Segment Customer Database ● Top 10% of customers by lifetime value ● Segment based on product type purchased ○ Target with relevant new products ● Create Look-a-likes of these segments. @RoyMorejon
  • 21. Regardless of your traffic source, a majority of your success is dependent on landing pages that convert. @RoyMorejon
  • 22. Keys to Facebook Campaigns That Convert ● Start Lead Gen & Live Campaign with low budgets ○ We launch with mix of custom audiences, look-a-likes, & interest based ad sets with $5 - $10/day budgets ○ Scale up the best performing ad sets 50% per day. ● Start with 3 ads per ad set ○ Create 1 baseline ad across all ad sets, and two ads with relevant copy for the specific target audiences. ○ Different messages based on Past Customer, Recent Web Visit, or Interest. ● Test new ads vs. top performing ad after 72 hours.
  • 23. Adding a Sense of Urgency ● Sequencing of messaging throughout the campaign ○ [Just Launched] LIMITED Early Birds, ○ Early Bird almost sold ○ Early Birds just sold out -- Don’t miss out on this Flash Sale. ○ LAST CHANCE: Final hours of Campaign! ○ Over 500 backers, only a few Early Birds remaining. ■ Sense of urgency with social proof.
  • 24. Ads that Get Clicks ● Relevant Creative to the target audience ○ Example: Targeting Women+Fans of Hiking with a Woman Hiking & message Love Hiking? Or Hikers will LOVE these new.... “Keep the scent strong” ● Images that get clicks ○ Red, Orange & Green colors in the image, or around the border ○ Collages in the 1200 x 628 image ○ Dual Image Collages work best ● Motion Images ○ Images where just one part of the image is moving. Like the Water, Clouds, Lights flickering using a tool like Plotagraph.
  • 25. THE CAMPAIGN LAUNCH ● Sent pre-launch leads a “just launched” email to 40K ● We started with a traffic campaign that included about 20 different ad sets and a video-view campaign with one ad set, using a daily budget between $300 - $500. ● As the campaign progressed, we added new audiences, created new ads, and expanded our current audiences from Facebook Feed only to Facebook Feed, Audience Network, Right Rail and Audience Insights. @RoyMorejon
  • 26. THE CAMPAIGN CONT. ● We also started running Canvas ads to about 10 different audiences and Instagram ads to about 4 audiences a couple of weeks into the campaign. ● We created retargeting audiences to retarget landing page traffic, Facebook page traffic, lead generation form views, video views and campaign page traffic. ● By the end of the campaign, we had tested over 70 different audiences and were running a total of 42 different ad sets with a daily budget over $3,000. @RoyMorejon
  • 29. THE RESULTS ● ROAS on ad spend = 7.03x ● Total tracked revenue = $439,486 over a 40 day period ● Total tracked conversions = 1,796 over a 40 day period ● Total raised on Kickstarter = $1,845,714 ● Total backers on Kickstarter = 6,989 ● Total raised to this point (Including Indemand) = $2,134,370 ● Total backers to this point (Including Indemand) = 7,891 ● Facebook Advertising was responsible for 78% of all the traffic to the campaign page @RoyMorejon
  • 30.
  • 31. Conclusion… Finally :) ● Pre-Launch Lead Generation with Facebook ● Custom Audiences - The POWER of your list! ● Social Proof: Facebook Ads & Landing Pages ● Sense of Urgency ● The Setup of Successful Facebook Ad Campaign ● The Importance of Testing

Editor's Notes

  1. Enventys Partners is the first Crowdfunding Marketing Agency to Have a Case Study on http://www.Facebook.com/business
  2. Crowdfunding Fashion Campaign on Kickstarter
  3. Kickstarter Crowdfunding Expert
  4. Why startups should use crowdfunding to launch their product innovation
  5. The startup manifesto is not: build it, hunt it, exit.
  6. Kickstarter lead gen example on facebook ads
  7. How to automate facebook leads into mailchimp
  8. Always test facebook ads
  9. Performance Marketing Results From Facebook Ads Kickstarter Campaign
  10. Facebook Case Study from Kickstarter Marketing Experts - Enventys Partners