Smart Marketing Hacks: 7 Surefire Strategies to Build Brand, Generate Demand, and Grow Revenue by 1200% with Andy Mackensen, Co-Founder & CMO of HUMAN and SnackNation Visit www.advocamp.com for everything you need to know about Advocamp - the biggest customer experience, engagement and advocacy event of the year.

1. Smart Marketing Hacks: 7 Surefire Strategies to Build Brand,
Generate Demand, and Grow Revenue by 1200%
@influitive | #advocamp
Andy Mackensen
Co-Founder & CMO
HUMAN and SnackNation

2. Smart Marketing Hacks: 7 Surefire
Strategies to Build Brand, Generate
Demand, and Grow Revenue by 1200%
Andy Mackensen – Co-Founder & CMO, SnackNation

3. My Goal for You…

4. Who is Andy Mackensen?
 Combat-decorated U.S. Naval Officer
 2008: HUMAN (Helping Unite Mankind And Nutrition)
 2013: Inc. 500 - #168
 2014: SnackNation (B2B healthy snack delivery)
 2015: Launched Influitive Hub
 2015: Grew SN revenue by 1200%
The Bottom Line?

5. Done a lot of things right…

6. Done a lot of things WRONG…

7. Building Brand, Generating
Demand, and Customer
Advocacy Works…
Ready to learn the 7 Hacks?

8. Hack #1: Clearly Define Your Brand
What is your brand promise?
 Who you are
 What you do
 Compelling benefit(s) your customer gets
 Be authentic & credible
 Must be kept every time
 “Customer First” thinking
Example…

9. Hack #1: Clearly Define Your Brand
SnackNation Brand Promise:
SnackNation is the only healthy snack delivery service that helps companies
create awesome offices by delivering a hassle-free and fun snacking experience
that produces happier, healthier, and more productive employees, while
creating first-time access to the world’s best emerging and innovative
brands. With SnackNation, your employees not only perform better, they also
feel cared for and appreciated, and are thrilled to discover new snack favorites
before any of their friends.

10. Hack #1: Clearly Define Your Brand
SnackNation Brand Promise:
SnackNation is the only healthy snack delivery service that helps companies
create awesome offices by delivering a hassle-free and fun snacking experience
that produces happier, healthier, and more productive employees, while
creating first-time access to the world’s best emerging and innovative
brands. With SnackNation, your employees not only perform better, they also
feel cared for and appreciated, and are thrilled to discover new snack favorites
before any of their friends.
USP

11. Hack #1: Clearly Define Your Brand
SnackNation Brand Promise:
SnackNation is the only healthy snack delivery service that helps
companies create awesome offices by delivering a hassle-free and fun snacking
experience that produces happier, healthier, and more productive employees,
while creating first-time access to the world’s best emerging and innovative
brands. With SnackNation, your employees not only perform better, they also
feel cared for and appreciated, and are thrilled to discover new snack favorites
before any of their friends.
What is SnackNation?

12. Hack #1: Clearly Define Your Brand
SnackNation Brand Promise:
SnackNation is the only healthy snack delivery service that helps companies
create awesome offices by delivering a hassle-free and fun snacking
experience that produces happier, healthier, and more productive employees,
while creating first-time access to the world’s best emerging and innovative
brands. With SnackNation, your employees not only perform better, they also
feel cared for and appreciated, and are thrilled to discover new snack favorites
before any of their friends.
What do we do?

13. Hack #1: Clearly Define Your Brand
SnackNation Brand Promise:
SnackNation is the only healthy snack delivery service that helps companies
create awesome offices by delivering a hassle-free and fun snacking
experience that produces happier, healthier, and more productive employees,
while creating first-time access to the world’s best emerging and innovative
brands. With SnackNation, your employees not only perform better, they also
feel cared for and appreciated, and are thrilled to discover new snack favorites
before any of their friends.
How do we do it?

14. Hack #1: Clearly Define Your Brand
SnackNation Brand Promise:
SnackNation is the only healthy snack delivery service that helps companies
create awesome offices by delivering a hassle-free and fun snacking experience
that produces happier, healthier, and more productive employees,
while creating first-time access to the world’s best emerging and
innovative brands. With SnackNation, your employees not only
perform better, they also feel cared for and appreciated, and are
thrilled to discover new snack favorites before any of their friends.
***Expert Hack: Ask your customers about the biggest benefits you provide.
What does our customer get?

15. Hack #2: Target The Right Keywords
 Keyword research: The foundation of DemandGen
 What are the keywords/hot buttons your prospects are searching for? (Hint:
ask your customers what’s important to them)
 Write your best content around the keywords that matter most
 Big Mistake: Kicking off DemandGen strategy without keyword clarity

17. Hack #3: Commit to Kick-Ass Content
Content Hacks:
 2000+ words gets ranked higher
 User experience/aesthetics important
 Make it way better than competitors’ content
 SEO = gift that keeps giving (traffic/leads)

18. Hack #4: Convert White Papers into
Ungated Online “Guides”
 Generate traffic & leads without gating
 ID keywords you want to rank for
 Re-create PDF content on blog
 Get advocate contribution
 Promote and build links
 Watch the rankings and traffic come in
 CTAs: Offer PDF version of the Guide
 Accomplish same objective as white
paper (leads), but create evergreen traffic

19. Hack #5: Invest in Customer Advocacy Early
 1st hire in CS before 10 employees
 Benchmark: 1 hire for every $2M ARR (Saastr)
 SN hired before $500K ARR then every $1M
 Invest in tools like Influitive (3 months in)
 Measure Consistently:
 Churn
 # of referral leads/deals
 # of video testimonials
 ROI

20. Hack #6: Create Evergreen Referral System
 Referral lead system on auto-pilot
 Insert “asks” along customer journey
 Opt-in thank you page (social)
 POS
 CST month 1, 2, 3 check-ins
 Quarterly email promo/contest
 Drive to Influitive Hub (obvi)
 Bottom line: You gotta ask!

21. Hack #7: Create a Referral Culture
 Publicly Praise/Reward Customers
Who Refer
 Privately Praise/Reward (from the top)
 Newsletter call-out
 Email update w/ promo results
 Call-out in Influitive hub
 Send surprise gift via direct mail

22. Bonus Hack!

23. Bonus Hack: Always Use a Call to Action
1) Get a copy of this deck
2) Get the link to a white paper we converted to an online guide
3) Get a no-cost Discovery Snack Box from SnackNation (20+ employees).
4) andy@snacknation.com
get.snacknation.com/advocamp