1. The document discusses how to build customer habits and get users hooked on products by understanding what motivates customers and making their desired tasks easier. 2. It recommends identifying the "job to be done" that customers use a product for and finding new ways to improve that experience. Successful products form habits by addressing customer motivations simply and rewarding them in a way that leaves them wanting more. 3. The concept of an "addiction loop" is introduced, with triggers driving an action that results in a reward and further investment, keeping users engaged. Campaign design should follow customers' journeys through different channels to reach them at the right moments.

1. GETTING YOUR USERS HOOKED
BRIAN KRESS, MARKETING MENTOR

2. BRIAN KRESS
SWIRL
Strategy Director
CONSULTANT
Digital Strategy, Product Market Fit
AKQA
Strategy Director, Gaming Group
THE RICHARDS GROUP
Group Head, Digital Strategy
2016-NOW
2015-2016
2014-2015
2006-2014

4. THE FIRST STEP TO BUILDING A
COMPANY IS UNDERSTANDING
CUSTOMER MOTIVATION

5. WHAT JOB ARE YOU HIRED TO DO?
Don’t add features or functions to your
product based on the category or
demographics of your audience.
Find the job that customers “hire” your
product to do for them, then find new
ways to make that job easier, better, or
more fulfilling.
Source: Clayton Christensen, Harvard

7. HAVE YOU EVER…
üChecked your phone but you don’t know why?
üOpened Snapchat to do one thing, but find
yourself laughing and tapping 30 minutes later?
üGiven up on finding the perfect international
phone plan and just going for whatever is easiest?

9. Great products plug holes by establishing
strong customer habits.
IT’S NOT BY ACCIDENT

10. Source: B.J. Fogg, Stanford
High Motivation
Low Motivation
EasyDifficult
😲
😂
Habit-forming products
make it easy to do
things people are
already motivated to do.

11. WHAT IS YOUR ADDICTION LOOP?

12. TRIGGER REWARD
ACTIONINVESTMENT
Source: Nir Eyal

13. TRIGGER REWARD
ACTIONINVESTMENT
“Ugh... I can’t believe I
tapped then! I should have...
UGH!”
Tap, tap, tap, “NO!” Tap, tap,
tap, tap, “NO!” Tap…
“I can do better. This game
can’t beat me.”
“I almost beat my high score
last round. I bet I’ll be Mike’s
next.”

14. TRIGGER REWARD
ACTIONINVESTMENT
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?
Source: Nir Eyal

15. TRIGGER REWARD
ACTIONINVESTMENT
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?
Source: Nir Eyal

16. TRIGGER REWARD
ACTIONINVESTMENT
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?
Source: Nir Eyal

17. TRIGGER REWARD
ACTIONINVESTMENT
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?
Source: Nir Eyal

18. TRIGGER REWARD
ACTIONINVESTMENT
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?

19. TRIGGER REWARD
ACTIONINVESTMENT
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?

20. TRIGGER REWARD
ACTIONINVESTMENT
1. What internal trigger is the
product addressing?
2. What external trigger gets
the user to the product?
3. What is the simplest
behavior in anticipation of
reward?
4. Is the reward fulfilling, yet
leaves the user wanting
more?
5. What “bit of work” is done
to increase the likelihood
of returning?

21. RECAP
1. Find the “job-to-be-
done” that competitors
are making difficult
2. Begin making that job
easier to accomplish
3. Create new habits with
your product
4. Create addiction
loops with a Trigger,
Action, Reward, and
Investment
5.
😂

23. 50%50%plugging holes
(building your product)
filling your bucket
(gaining traction)
Spending your time wisely

24. CAMPAIGN DESIGN :
GOALS, CHANNELS, KPIs
BRIAN KRESS, MARKETING MENTOR

26. UNDERSTANDING
THEIR JOURNEY
HELPS YOU REACH
THEM WITH THE
RIGHT MESSAGEAT
THE RIGHT MOMENT
IN THE RIGHT PLACE.

27. “Since they don’t know what works,
[Founders] try some sales, BD,
advertising, and viral marketing -
everything but the kitchen sink.
That is a really bad idea. It’s very
likely that one channel is optimal.
Most businesses actually get zero
distribution channels to work. Poor
distribution – not product – is the
number one cause of failure. If you
can get even a single distribution
channel to work, you have a great
business.”
Peter Thiel

28. THE BULLSEYE APPROACH
1. Consider a wide universe of
tactics
2. Condense to fit customer
journey
3. Brainstorm and narrow into
strong, disruptive ideas and
execute
4. Test and narrow into a single,
core traction channel
5. Continuous optimization and
tactical ideation

29. 19 CHANNELS FOR MARKETING
§ Targeting influencers
§ Traditional PR
§ Unconventional PR
§ Search engine marketing
§ Social and display ads
§ Offline ads
§ Search engine optimization
§ Content marketing
§ Email marketing
§ Engineering as marketing
§ Viral marketing
§ Business development
§ Sales
§ Affiliate programs
§ Existing platforms
§ Trade shows
§ Offline events
§ Speaking engagements
§ Community building

30. 8 CHANNELS FOR EIA
§ Targeting influencers
§ Traditional PR
§ Unconventional PR
§ Search engine marketing
§ Social and display ads
§ Offline ads
§ Search engine optimization
§ Content marketing
§ Email marketing
§ Engineering as marketing
§ Viral marketing
§ Business development
§ Sales
§ Affiliate programs
§ Existing platforms
§ Trade shows
§ Offline events
§ Speaking engagements
§ Community building

31. ORANGE’S CUSTOMER JOURNEY
Learn Buy Get Use Pay Serve Retain
+ Insights: What does the customer think, feel, do?
+ Channels: Where does the customer go?
+ Opportunities: How might we make their job easier?

32. BRAINSTORMING GUIDANCE
§ Controversy drives conversation: The worst thing you
could do is be uninteresting!
§ The Law of Shitty Click-Throughs: Find platforms
new enough that other brands haven’t already
degraded.
§ Influence the influencers: Find the people the large
media outlets follow, and target them.
§ Focus on your customer: The conversation isn’t about
you, it’s about your customer. What’s a problem they
didn’t know they had?

33. TESTING SHOULD BE DESIGNED TO ANSWER:
1. How many customers are available through this
channel strategy?
2. What is your conversion rate in the channel?
3. How much does it cost to acquire (time)
customers through this channel strategy?
4. What is the lifetime value of the customers
from this channel strategy?

34. Source Traffic CTR Conversion% TotalUsers
TechCrunch 200,000 1% 20% 400
Mashable 800,000 1% 20% 1600
reddit 2,300,000 1% 20% 4600
Product Hunt 80,000 3% 40% 960
Google Organic 100 11% 20% 2.2
Nice Media 3,000 2% 18% 10.8
Email Campaign 15 15% 50% 1.125
Tool 10 90% 90% 8.1
Referrals 5 50% 90% 2.25
Facebook 3 40% 80% 0.96
Twitter 11 20% 15% 0.33
Snapchat 500,000 1% 30% 1500
Pokemon Go 3,200,000 15% 3% 14400
Total Users 23,786

35. RECAP
1. Consider a wide universe of tactics
2. Condense to fit customer journey
3. Brainstorm and narrow into strong, disruptive
ideas and execute
4. Test and narrow into a single, core traction
channel
5. Continuous optimization and tactical ideation

36. CAMPAIGN DESIGN :
GOALS, CHANNELS, KPIs
GETTING YOUR USERS HOOKED
+
BRIAN KRESS, MARKETING MENTOR

37. Books for entrepreneurs
Influence – Robert Cialdini
Hooked – Nir Eyal
Traction – Gabriel Weinberg, Justin Mares
Purple Cow – Seth Godin
The Startup Owner’s Manual – Steve Blank, Bob Dorf
The Lean Startup – Eric Ries
Running Lean – Ash Maurya
Holacracy – Brian J. Robertson