Guillaume Rouby (www.linkedin.com/in/guillaumerouby) is Back Market’s CMO. He is the person behind the amazing work this company did in growth and marketing, building trust with a fun and offbeat tone (check out their blog: story.backmarket.fr) and today having reached more than one million customers 

2. What are we gonna talk about?
Volume*ROI+LOL/Love=Marketing
What is Marketing (at Back Market) ?

3. Who is Back Market?

4. What am I fighting against ?
For what am I fighting ?
With which tools?
What is my battle cry?

5. What am I
fighting
against ?
With which
tools?
For what am I
fighting ?
What is my battle cry?

6. Raison d’être
We rebel against…the unnecessary excess of production and manufacturing,
aggravated by obsolescence in all its forms.
We rewrites the rules so that…the stigma around refurbished products disappears from
people’s minds and eventually they seem even sexier or superior to new products.
We reorganise the sector…By making the whole value chain of the refurbishing industry (from
factories to unboxing to usage) as slick, aspirational and premium as the one of new.
We redistribute power by…Creating a transparent marketplace that connects buyers, sellers
and quality products — focusing on people’s needs rather than manufacturer’s trends.

7. I also got questions such as:
Who are your clients?
What are your personas?

8. Personas what?

9. In theory = the classical way
1. You define your potential client(s) : age, gender, location, profession…blablabla
2. You ask yourself what those persona do? Are looking for? Why? Where? When?
3. You imagine your message
4. You display this message

11. Why?
1. I have financial constraints
2. I have to act fast (POC validation)
3. I know that I don’t know (room to surprises)
NO PERSONA

12. 👋, We are Back Market.
The first european marketplace, selling exclusively refurbished products

13. 0
1 000 000
2 000 000
3 000 000
4 000 000
Mars 2015 Juillet 2016 Novembre 2016 Juin 2017 Septembre 2017 Fin 2017
Autopublish
Mobile 1st
(>50% trafic)
First TVC
(nov. 2017)
INTENTION CONSIDÉRATION NOTORIÉTÉsessions
mensuelles
It didn’t hurt us

14. November 2014
🍼
Launch .fr
💰
Raising of 38M€
Mai 2018
🌎
.de .es .com
May 2018
📈
440M€ GMV
expected for 2019
🌿
1000t DEEE
Feb 2019
🎢
150 back makers
December 2018
(
500+ factories
Jan 2019
It didn’t hurt us

15. Of course we adapt our message, we are funny sometimes,
depending on the platform, the universe. Not exclusively on
personna

16. Post on Facebook

17. Post on Instagram

18. On site

19. Conclusion
At the beginning, don’t be affraid
if you don’t know who you are as
long as you know what is your
difference
At the beginning, don’t
necessarily define persona. Just
adopt the right tone depending
on the universe/touchpoints