stompernet director’s cut · 47 every morning in africa, a gazelle wakes up. it knows it must run...

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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.

Brad FallonCEOFree IQ

Behind the Scenes at aBehind the Scenes at aRecord Setting Product LaunchRecord Setting Product Launch

StomperNetStomperNet Director Director’’s Cuts Cut


says . . . . says . . . .

Who is Brad Fallon?Who is Brad Fallon?

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What good is a good idea?What good is a good idea?

Otto Frederick Rohwedder (1880-1960)

Inventor of: Sliced Bread

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Inventing Sliced Bread

Idea…………………….....1912 (Found an Idea)

Prototype…………………1916

. . . . . . . . . . .

First Sale………………….1928

Commercial Success……...1930 (Found a Market)

Wonder Bread – different company, different machine

Timeline


The Internet Changes Everything . . . .The Internet Changes Everything . . . .

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2004……………………….$1.2 million (Found a Market, SEO)

Timeline

Smart Marketing, Inc.

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0.00

100,000.00

200,000.00

300,000.00

400,000.00

500,000.00

600,000.00

700,000.00

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

Kate Aspen Sales 2005-2006



2005……………………….$7.8 million

Timeline


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Why we likeWhy we likeInformation ProductsInformation Products

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Why we likeWhy we likePremium Media ProductsPremium Media Products

even better . . .even better . . .



2005……………………….$7.8 million

2006……………………….$32 million

Timeline


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StomperNetStomperNet

October 3, 2006

$12 Million in Sales in First 12 Hours


In 30 Minutes . . .In 30 Minutes . . .

• StomperNet Case Study• Five Key Strategies• Relaunch Update

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Stomping the Search EnginesStomping the Search Engines

June, 2004


StomperNetStomperNet

1. Home Study Course

2. Online Portal Community

3. Ongoing Training - Traffic & Conversion

4. Proprietary Software

5. Four Live Events

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Target MarketTarget Market1. Internet entrepreneurs

2. Small business owners

3. Part-time site owners

4. Some others

5. Beginners to very sophisticated

6. Key = “owners” (Desire & Authority)


Five Key StrategiesFive Key Strategies1. Focus on Affiliate Marketing

2. Use Online Video

3. Move the Free Line

4. Offer Incontrovertible Proof

5. Be Transparent (Blog)

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Why this WorksWhy this Works


PremiumPremiumMedia ProductsMedia Products

OnlineOnlineVideoVideo

Affiliate MarketingAffiliate Marketing

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WhatWhat’’s So Great Abouts So Great AboutAffiliate Marketing?Affiliate Marketing?

1. Free2. Referrals are key

• More credible• Higher conversion• Better margin

3. More sites than you can ever build


Big Myth That WonBig Myth That Won’’t Go Awayt Go Away

The money is in your list

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Fact:Fact:

The money is inother people’s list.


WhatWhat’’s So Great Abouts So Great AboutOnline Video?Online Video?

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Source:comScore

Online Video Is PervasiveOnline Video Is PervasiveIn one month,there were 175

Million Unique U.S.Internet Users


123 MillionStreamed

Video70%

Source:comScore

Online Video Is PervasiveOnline Video Is PervasiveIn one month,there were 175

Million Unique U.S.Internet Users

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122,872,000122,872,000Unique U.S. Streamers Per MonthUnique U.S. Streamers Per Month

65

107

111

0 20 40 60 80 100 120

Cable TV

Households

Unique Monthly

Streamers

Total TV

Households

Millions Source:comScore


Growth in Online ActivitiesGrowth in Online ActivitiesTop Five IncreasesTop Five Increases

Increase: 2005 to 2006

20.6

23.3

123.7

163.9

197.7

0 50 100 150 200 250

Used IM

Download Music

Watched Video

Visited Blogs

Web Phone Calls

Percent Change Source:Mediamark Research

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123Million

StreamedVideo 65

107

111

0 20 40 60 80 100 120

Cable TV

Households

Unique Monthly

Streamers

Total TV

Households

Millions

Increase: 2005 to 2006

20.6

23.3

123.7

163.9

197.7

0 50 100 150 200 250

Used IM

Download Music

Watched Video

Visited Blogs

Web Phone Calls

Percent Change

Online Video is a HUGE OpportunityOnline Video is a HUGE Opportunity


WhatWhat’’s Wrong withs Wrong withOnline Video?Online Video?

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Consumer Business

Online Video Sites: Target Audience


videovat

gofish

liveclip

ourmedia

stage6

dailymotion

ifilm

msnvideo

putfile

vIdeojug

youtube

metacafe

brightcove

veoh

zango

bilptv

guba

revver

vmix

Consumer Business

yahoo

google ebaum iamplify myspace

Opportunity

Online Video Sites: Target Audience

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No Revenue Modest Revenue(PPV, Ad Split,Or Video Sales)

Affiliate DrivenRevenue Stream

Online Video Sites: User Revenue ModelOnline Video Sites: User Revenue Model


videovat

gofish

liveclip

ourmedia

stage6

dailymotion

ifilm

msnvideo

putfile

vIdeojug

youtube

metacafe

brightcove

yahoo

zango

bilptv

guba

revver

vmix



veohgooogle

ebaum


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videovat

gofish

liveclip

ourmedia

stage6

dailymotion

ifilm

msnvideo

putfile

vIdeojug

youtube

metacafe

brightcove

yahoo

zango

bilptv

guba

revver

vmix



veohgooogle

ebaum

Opportunity




2005……………………….$7.8 million

2006……………………….$32 million

2007……………………….Greatest Thing Since Sliced Bread

Timeline


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WhatWhat’’s So Great Abouts So Great AboutPremium Media Products?Premium Media Products?

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The Next Great Growth OpportunityWebucation

“Online continuing education is creating a new and distincteducational realm, and it is the future of education. There is aglobal market here that is potentially worth hundreds of billionsof dollars.”

~ Peter Drucker Forbes, 2000


Quantity Demanded

Demand Curve

Price

(Profit)

vVery High Margins

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Price

Quantity Demanded

Demand Curve


Quantity Demanded

Demand Curve

Price

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Quantity Demanded

Demand Curve

Price


Quantity Demanded

Demand Curve

Price

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Quantity Demanded

Demand Curve

Price


Moving the Moving the ““Free LineFree Line””

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What’s the Number OneMost Powerful Word in

Marketing, Ever?


FreeFree

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The Free LineThe Free Line

$$$$$$ $$ $$FREEFREE


$$MoveMove the Free Line! the Free Line!

$$$$ $$ $$FREEFREE

$$

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$$$$

$$

FREEFREE

$$

$$


$$$$

$$

FREEFREE$$

$$

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Free Free QualityQuality Content Content


Three Three FreeFree Videos Videos

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Advantages of VideoAdvantages of Video• Higher perceived value

• Can’t read in your email

• Forces a good introduction (like print this outand read it; it may be the most important thingyou read all year.)

• Way more viral (no one is going to forward along sales letter email)

• Encorage the conversation(blog comments, questions)


Valuable Written CopyValuable Written Copy• Use a PDF (eBook) not a landing page

• Give specific calls to action. Print this out,1 or 2 on a page, pour a cup of coffee andread it today

• Encourage the conversation on the blog

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Video Case Studies Video Case Studies


IncontrovertibleIncontrovertible Proof Proof

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Pre-Launch Pre-Launch BlogBlog


Be Be TransparentTransparent

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Comment on CommentsComment on Comments


Answer Email QuestionsAnswer Email Questions

• Huge difference maker

• Train your affiliates

• Another argument for higher prices

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Pre Sell for 10 DaysPre Sell for 10 Days


Write Great CopyWrite Great Copy• Personable, tells a story, cliff hangers

• A reason to read it (the sales letter itself)

• Don’t be afraid to outsource(ours was $30k/month)

• Do the math, count swipe files.

• Echo chamber

• Have a Great Headline

• All ours is available at StomperBlog.com

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Key ConceptsKey Concepts• T-5 Countdown (all 5 elements)

• Scarcity

• Social Proof

• Limited number is very compelling

• Price

• Fast Start Bonus


DonDon’’t Forget the Affiliate t Forget the Affiliate BlogBlog

• What’s going on

• Swipe files

• Promote competition

• Bonus contests

• Example

• Note: This is the last place for all e-marketing!

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Pre Launch ResultsPre Launch Results• 438,000 Video Views and Downloads

• 57,000 Reverse Opt-ins

• 10,000 Questions Submitted

• 1,300 Blog Comments

• 9,000 Early Notification Requests


Actual Launch ResultsActual Launch Results• $800 x 12 months = $9,600 per sale

• 1,450 Sales in 12 Hours

• $12 Million in Sales

• $2.2 Million in Credit Cards and PayPal

• 2-week/24-hour Total = $18 Million

• 1,800+ Members from 55 countries

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Immediate Member SurveyImmediate Member Survey• 88% beginner or intermediate

• Most had 2-5 web sites

• 31% outside the U.S.

• 84% college or graduate school

• 35% day job, 35% full-time


Be Ready to Take ActionBe Ready to Take Action• 63% < $1,000/month online

• “Bloody Monday” issue

• Staff, now 25 people (from zero)

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AlexaAlexa Ranking RankingOctober 3, 2007October 3, 2007


Post Launch ResultsPost Launch Results

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Retention Rate After 7 MonthsRetention Rate After 7 Months

56%56%


Premier Faculty MembersPremier Faculty Members

• Frank Kern, master copywriter, “Google Cash”•Dan Thies, SEO Research Labs• Leslie Rohde, OptiLink• Dave Taylor• Don Crowther• Jerry West• Sherman Hu• Sydney Johnston• Ed Dale

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Active Online Portal withActive Online Portal withmore than 50,000 forum postsmore than 50,000 forum posts


Content Library with more thanContent Library with more than

400 Hours of Video400 Hours of Video

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Atlanta November, 2006 600 Attendees

Orlando March, 2007 800 Attendees


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Affiliate CommissionsAffiliate Commissions• $7 million total revenue• $3 million in affiliate checks (plus an M5)

“Appreciation”

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Post Launch ResultsPost Launch Results• Retention Rate of 56% after 6 months• Eight Premier Faculty Members• 25 Employees• Content Library - 400 hours of video• Two Live Events

Atlanta - 600 AttendeesOrlando - 800 Attendees

• $3 million in affiliate checks (plus an M5)


WhatWhat’’s Next?s Next?

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Next LaunchNext Launch• May 3rd - May 10th• Forced Continuity at $800/month• Simultaneously launch both $800/month

AND$1 Thirty-Day Trial


Results so far . . .Results so far . . .• Launched on May 3rd (Last Thursday)• 260 Full Boat Members• 5,500 $1 signups for May 10th• Meanwhile, an entire course is being

offered (T-7)

Stay Tuned!

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Or Better . . . Or Better . . .

Try it yourself for

$1StomperBlog.com(See the entire launch sequence.)

Web 2.0Thought for the Day

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Every morning in Africa, agazelle wakes up. It knows itmust run faster than thefastest lion or it will bekilled.


Every morning a lion wakesup. It knows it must runfaster than the slowestgazelle or it will starve todeath.

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Every morning a lion wakesup. It knows it must runfaster than the slowestgazelle or it will starve todeath.

It doesn’t matter if you are alion or a gazelle . . . Whenthe sun comes up, you’dbetter be running.


Brad FallonCEO, Free [email protected]/text 404-849-2199

Questions?Questions?

Chris Watson and will be at a table all day tomorrow.Chris Watson and will be at a table all day tomorrow.1.1. $1 $1 StomperNetStomperNet2.2. Free IQ New Media PPC Ads on a Long TailFree IQ New Media PPC Ads on a Long Tail

Content Network with Zero Competition Content Network with Zero Competition

stompernet director’s cut · 47 every morning in africa, a gazelle wakes up. it knows it must run...

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