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Simple Math: No Study = Fail Study = No Fail-------------------------------------------- No Study + Study = Fail + No Fail

(No + 1) Study = (No + 1) FailSTUDY = FAIL

Simple Math:

Marketing = ScienceScience = Experiment and ObservationExperiment and Observation -> Success

SUCCESS CAN BE ENGINEERED

The classic way

Set goals Create Action plan Try Measure Results

Analyze

LearnOptimize

Tip:

NEVER ARGUE WITH METRICS

Sometimes it’s:

Set goals Create Action plan Try Measure Results

Analyze

LearnOptimize

Step #0: Get Prepared

• Understand the market and the competitors– Never Copy!– Analyze -> Understand ->Learn -> Improve

• Understand yourself– Focus on what you can do best

Step #1: Define your product

Separate what your product is....

From what you say your product is

Things we did wrong:

Fear to define Pinnatta (Cards Vs Messages)

We ended up with 2 main target groups!

Step #2: Identify your target group

It will help you decide: - the right strategy - the most suitable tools- the right people

Things we did wrong:

- We kept it open to anyone- We hired the wrong person for Marketing

Tip:

Go deeper! Identify the ideal individual!

Here’s ours: • Her name is Laura. She’s 32. • She is a brunette, nice looking girl• Personal life: complicated• Takes her career seriously; thus not enough time for personal

life• Friends and Family: Mean everything but has not enough time• Likes: hung around with friends, go out for fun, watch movies,

listen music, sports

Remember:

There is not online and offline anymore.There’s only sleep and awake!

David Shing – AOL @ TEDxAthens 2012

Step #3: Set Goals

Consider:- The cost- The effort required- The resources- The time!

Tip:

Set Realistic Goals!

Step #4: Create your funnel

Find the right and shortest way to drive the user from stage to stage

Things we did wrong:

- We had no funnel from the beginning

Here’s ours:

Install

Registered

Active userSender

Paid Customer

Returning user

Step #5: Understand the tools

• Leverage them• Think of alternative ways to use them

Things that worked:

- Hack Appstore: #1 in Canada, Sweden, Norway (top charts in 20 more countries)

- Use Facebook for PR (replace PR firms)

Step #6: Create your strategy

• Company Marketing Bible• 360 campaign at every consumer’s touch point• Find the right message for each target group• Daily Engagement Plan

Tip:

Make your message simple and swallowable

Remember:

The Golden Circle

WHY

HOW

WHAT

Simon Sinek – 2009

Step #7: Create your action plan

• Set milestones• Give authority• Adapt

Tip:

Find the right partner for each goal!

Remember:

One thing at a time!

Things that worked:

- Facebook UA at $0.18 per completed install- Daily Usage x3- PR

Take away notes:

• It’s all about performance• You can hack it!• Statistics will show you the way!• Be open minded and adapt!• Put yourself in your customer shoes!

Thank you