The document discusses strategies for mobile marketing and building a successful on-demand laundry service business. It notes that Laundrapp launched their on-demand laundry and dry cleaning platform just over two years ago and have since expanded to serve over 100 UK towns and cities and plan to expand internationally to 15 markets in the next two years. It also provides tips for mobile marketers, such as focusing on 3 top performing channels, understanding customer lifetime value, and trusting your intuition alongside data.

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#edrelf

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#laundrapp
tweet us for a surprise

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digital entrepreneur / 20 years experience

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”The 10 Greatest Failings of a Mobile
Marketer”

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”…and some insights along the way”

9. a revolution happening right now in laundry & dry cleaning
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10. that revolution is digital
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19. remote controls for our lives
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BIG challenge, changing consumer habit

21. …to create a habitual service.
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22. …change is easier to influence before habit is formed
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convenience & quality

24. the world’s most advanced
on-demand laundry & dry cleaning platform.
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25. a multi-billion £ market, untouched by digital
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take war to the washing machine!

27. a generational opportunity to change an industry
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so how did we achieve this?

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increasing cost of installs
remaining ‘top of mind’ is increasingly hard
proliferation of marketing channels
people downloading & using fewer apps
driving repeat use is tough
most people fail

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”The 10 Greatest Failings of a Mobile
Marketer”

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1. Honesty. we’re all learning.

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everyone in digital is an expert

34. “Dead fish go
with the flow”
- Roy Keane

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2. Be comfortable with being uncomfortable

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If we’re not uncomfortable, we’re not pushing ourselves far
enough

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mobile first business, leveraging offline to scale

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find 3 channels that work
and scale them aggressively

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forget web at your peril
lower CPA, no install required, leads to efficient mobile re-marketing

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3. Give up on the playbook…

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if there was one, it would be re-written by the
time it was finished…

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A typical call
Hello, is that Edward
Ed speaking
How are you today?
HOW CAN I HELP!
We’re XXX we’ve nailed digital! Our playbook revolutionising XXX. We’re
working with XXX, XXX, XXX… We can help you double your customers…(60
second pitch)
How are the Bahamas today?
Sorry?
Bahamas. You’re an expert right, you must have retired already?
Sorry I don’t follow?
Why are you calling me?
We’re a new agency…..
email marketing@laundrapp.com.

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If you want me to listen, win me through referrals.

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4. 90% of what you do won’t work. Get over it.

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But scale the 10% that does. Quickly.

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5. Understand Three is the Magic Number.

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Understand the CAC:LTV ratio, adjust marketing accordingly

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6. Deeply understand your customers
understand LTV by channel / demographic / usage

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millennials, great for acquisition / virality, do they
engage, are they spending money?

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what is our busiest time for orders?
monday morning, early morning commuters

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It’s obvious
These people are:
Highly organised
Live around routine
Value time
High mobile engagement
Seeking convenience

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vary CPA by demographic / channel
spend more for quality users with higher LTV

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7. Stop the vanity metrics!

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1st order is almost irrelevant
2nd order retention is key, change consumer habit

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8. Go beyond the acquisition funnel
Insight > Lead Gen > Re-targeting > 1st Order > Re-targeting > 2nd Order

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9. Consider a ‘Flawless’ customer journey
map out and refine the experience to 2nd order or interaction

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10. Trust your gut!
Relying constantly on data almost always leads to inaction

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"If you never want to be
ridiculed, don't do
anything new."
- Jeff Bezos

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100+ towns & cities across the UK

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15 international markets in 2 years

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via our Laundrapp on-demand platform
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launched just over 2 years ago!

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edward@laundrapp.com
get in touch

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