ed relf (laundrapp): the 10 great failings of a mobile marketer @mmsmobile2017

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#edrelf

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#laundrapptweet us for a surprise

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digital entrepreneur / 20 years experience

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Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

”The 10 Greatest Failings of a Mobile

Marketer”

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”…and some insights along the way”

a revolution happening right now in laundry & dry cleaning

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that revolution is digital

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Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

Private & Confidential. Property of Laundrapp Limited.

remote controls for our lives

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Private & Confidential. Property of Laundrapp Limited.

BIG challenge, changing consumer habit

…to create a habitual service.

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…change is easier to influence before habit is formed

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convenience & quality

the world’s most advanced

on-demand laundry & dry cleaning platform.

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a multi-billion £ market, untouched by digital

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Private & Confidential. Property of Laundrapp Limited.

take war to the washing machine!

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

“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 workand scale them aggressively

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forget web at your perillower 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 callHello, 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 customersunderstand 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 obviousThese people are:

Highly organised

Live around routine

Value time

High mobile engagement

Seeking convenience

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

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7. Stop the vanity metrics!

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1st order is almost irrelevant2nd order retention is key, change consumer habit

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

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9. Consider a ‘Flawless’ customer journeymap 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.comget in touch

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