This presentation will gear you up for finding, acquiring, and retaining the users you need to get your company off the ground and keep it growing. What You'll Learn: - Proven tactics for understanding your potential consumers and how to engage them - How to find and optimize the right channels for consumer acquisition - How to bring in new consumers on a shoestring or a $1M budget

1. presents
Ramp Up: B2C Acquisitions
Marketing for Start-Ups
Christine Fiske
@fiskers

2. Hey
gang.
I’m
Chris1ne

3. Hey
gang.
I’m
Chris1ne

4. Hey
gang.
I’m
Chris1ne

5. Finding
your
Customers
(or…customers
We’ll
find
them!
And
we’ll
help
them
find
US

6. Rule
#1:
Know
Thy
Customer

7. Do
You
Know
Your
Customers?

8. Do
You
Know
Your
Customers?
Do
you
think
they’re
just
like
you?

9. Get
to
Know
Your
Customers

10. Get
to
Know
Your
Customers
• Surveys

11. Get
to
Know
Your
Customers
• Surveys
• Interviews

12. Get
to
Know
Your
Customers
• Surveys
• Interviews
• Focus
Groups

13. Get
to
Know
Your
Customers
• Surveys
• Interviews
• Focus
Groups
• Grab
them
off
the
street!

14. Get
to
Know
Your
Customers
• Surveys
• Interviews
• Focus
Groups
• Grab
them
off
the
street!
• Craig’s
List

15. Get
to
Know
Your
Customers
• Surveys
• Interviews
• Focus
Groups
• Grab
them
off
the
street!
• Craig’s
List
• Got
Some
Dough?
Hire
professional
researchers,
develop
personas
you
can
market
against.

16. Get
to
Know
Your
Customers
• Surveys
• Interviews
• Focus
Groups
• Grab
them
off
the
street!
• Craig’s
List
• Got
Some
Dough?
Hire
professional
researchers,
develop
personas
you
can
market
against.

17. Get
to
Know
Your
Customers
• Surveys
• Interviews
• Focus
Groups
• Grab
them
off
the
street!
• Craig’s
List
• Got
Some
Dough?
Hire
professional
researchers,
develop
personas
you
can
market
against.
Get
everyone
in
your
organiza/on
talking
to
customers…

18. Ready,
Break!
Teams
of
2.
Find
someone
you
don’t
know
well.
1. Each
person
think
of
a
product
you
love
that’s
not
as
common
as
an
iPhone
or
Abercrombie
and
Fitch.
2. It
could
be
anything
like,
a
meal
from
your
favorite
restaurant,
spor1ng
equipment,
or
something
related
to
a
hobby
of
yours.
3. Write
down
the
max
you
would
be
willing
to
pay,
when
you
would
use
it,
where
you
would
buy
it,
and
what’s
most
important
to
you
about
the
product.
4. Don’t
share
your
answers
with
your
partner.
5. Now
share
the
product
with
your
partner,
and
your
partner
has
to
guess
your
answers
to
#3.

19. Rule
#2:
Economics
101
and
law
of
Scarce
Resources

20. Money
Doesn’t
Buy
Love

22. Newsflash:
It’s
Cool
to
be
Genuine

23. Newsflash:
It’s
Cool
to
be
Genuine
MAKE.
SOMETHING.
HAPPEN.
If
I
had
to
pick
one
piece
of
markeUng
advice
to
give
you,
that
would
be
it.
Now.
Make
something
happen
now.
Before
you
go
home.
Before
the
end
of
the
week.
Launch
that
idea,
post
that
post,
run
that
ad,
call
that
customer.
Go
to
the
edge,
that
edge
you’ve
been
holding
back
from…and
do
it
today.
Without
waiUng
for
the
commiYee
or
your
boss
or
the
market.
Just
go.
-­‐
Seth
Godin,
Whatcha
Gonna
Do
With
That
Duck

24. Get
Social.
It’s
FREE

25. You
have
just
started
to
develop
your
Are
you
running
a
paid
search
campaign?

26. Learn
from
paid
media…

27. Listen…

28. Bake
it
In:
Inbound/Social
MarkeUng

29. Rule
#3:
Get
CreaUve.
But
Measure

30. It’s
an
art,
and
a
science

31. Managing
your
MarkeUng
Mix
is
like
Managing
Mutual
Funds

32. A
note
about
CPC
and
LifeUme
Value

33. Now
You’ve
Got
them…

34. It’s
been
a
pleasure.
(at
least
while
wri1ng
this
slide,
that’s
how
I’m
imagining
the
evening
will
have
unfolded…)
Let
me
know
how
I
can
help.
Chris1ne
chris1nefiske@gmail.com

35. Course Title
Course Title
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