what happens when you remove the fear of digital?

What Happens

When You Remove

the Fear of Digital?

@eamogrant

Growth Hacking Traits

New Tech

Scalab

le

Growt

h

Psychology

Startu

ps

Digital Maps

Insuran

ce

DJ/Barman

Flowers

A washed up DJ with a

Love for Tech, Maps and Flowers

Who am I?

An opportunity to scale something without

limits, other than no Marketing Budget.

Where it came from?

FLICKR ROCKS

Presidential Inauguration,

Queens

Taoiseach

A little bit about me

Our first website - 2006

Product Market FitDear Customers,

We would like to ask you for 3 minutes of your time to help us

help you in 2012.

We have designed a short survey - 10 Questions in total,

which will take you less than 3 minutes to complete.

SURVEY LINK - http://www.surveymonkey.com/s/7BW88SZ

Simply - copy and paste the link above into your web browser and fill out the

questions for us.

As a thank you, we are offering anyone who submits the survey

in the next 24 hours a 10% discount code which can be used all

of next week online at www.WholesaleFlowers.ie

Thank you in advance for your time and custom.

Kind Regards,

Eamonn Grant

WholesaleFlowers.ie

http://email.madeeasy.ie/t/r/l/ihmkuy/fwuhlub/z/

http://www.wholesaleflowers.ie/

Product Market Fit

We also launched a completely new

company at a wedding….

MVP - PhotoBooth.ie

So how does this all apply

in a big business?

1910 - 1999 Mutual / Not for Profit

Ownership Model

1999 - 2007 Private Limited Company

2007 - 2014 Private Equity

2014 - Floated on the London Stock

Exchange

Providing rescue services for

500,000Providing insurance to

200,000Employing (across the country)

400

Key to the AA brand’ssuccess and longevity

• A real customer

focus

• Innovation

2008 The world changed

2008

• Cut backs on discretionary spending

• Competition Intensified

• Revenues & Customer Numbers came under pressure

• Our main markets began to shrink – in volume & value

• Under private equity ownership, we became focused on cost

The world changed

2008• We stopped listening

• We stopped innovating

• We ignored our instincts

We did this all at the worst possible time

Our customers were changing

how they did their business

We saw a massive shift to mobile

Smartphone adoption

0% 10% 20% 30% 40% 50% 60%

2012

2007

Source: European Commission, Digital Agenda Scoreboard – Online Contect 2013, https://ec.europa.eu/digital-agenda/sites/digital-agenda/files/DAE%20SCOREBOARD%202013%20-%205-ONLINE%20CONTENT.pdf

Overall – 2008 saw:

• Revenues falling

• Customer numbers falling

• No innovation in digital marketing

• The ground shifting beneath our feet

We had lost our way

Huge Trust & Openness

to the AA

We had “no friends at

the party”

Insurance Broker or

Breakdown Service?

Our Brand Assets were

disconnected

Digital Marketing

outsourced

All channels were

Independently Operated

All CTAs were into the

call centre

Call Centre with a

website attached

No Mobile Capability

Our model wasn’t scalable

in it’s current form

Customers moving to

mobile 1% every month

No Attribution Models

It was time

for change

We placed

Digital

at the core

Digital InterventionConvincing the business of the need for change

Digital InterventionConvincing the business of the need for change

• Closed our last retail store in Oct ’13

• Completely redesigned all webpages

• Sought to deliver and integrate content through social

channels

• Moved key products to online only

MVP / Agile / Iterative Marketing /

Digital First

The Money

Ball Report

Peter Brand

An imperfect

understanding of

where sales come

from

Restaging the AA BrandAnd marketing mix in parallel

How are we doing

this?

Remove the Fear by delivering data driven

immediate results

For Example:

In the last 3

months

We Delivered Day

1 of our App as an

MVP

We introduced

Agile Marketing

& Development

We Launched 3

New Products

We are Lean

testing new areas

constantly

We have pushed

everything to

measureable

channels

We have gone

through 4 product

hacks… Top

Secret

So what has all this done for

the bottom line?

Brand Awareness

%

Quote Volumes

>100%

Doubled Mobile Adoption Rate

100%

Increase in certain Insurance lines online since 2013

500%

NB interactions starting online

%

But not always the way we expected…

The Leadership Mindset

The business has embraced the new world.

Our Business changedFundamentallyWe became an online service retailer with a support 24 months

Our Website became a filterThis greatly improved our call centre efficenciescreation of a Webchat team which has grown 400% the back of data.

We started working toROI

A good relationship with the pricing & finance team

Attribution models are the key

This left us asking fundamental questions#WhatIf

What we know…

We can’t keep up if we don’t do things faster than

and better than the market.

The better you get, the more uncertain things become

What CRM/Data Modelling do we use?

We need to leverage our unique position to deliver a

differentiated customer experience and make better

Step up UX

Most customers are happy to do business online /

Once you make it easy for them.

Final Thoughts

Growth Hacking is not just for startups.

If applied correctly it can produce incredible results

Thought leadership is key

Use data AND instincts to drive decision making

Keep agile

Keep it simple

Keep it Lean if you don’t - you lose in the long run

Questions.

@eamogrant

Thank you.

@eamogrant