Marketing has changed a lot during the last 30 years.
I quickly show why, how and the implication on both theory and practice.
Then I go more deeply into the 2 main pillars of the current marketing: branding & growth hacking.
7. So it was rather easy.
One product = one brand.
8. And the final goal was to
increase the share of mind
“Share of mind marketing is aimed at
establishing a brand firmly in place as
the first brand people in a market
think of when they need what the
brand offers.“
10. one product
= one brand
= one USP
Unique Selling Proposition :
a short sentence to explain the value proposition of the
brand. The perfect format for a TV Spot (30sec).
43. Southwest:
We are low cost
AirFrance:
Making the sky best place on earth
It’s the birthday of one passenger. What should the steward do?
Southwest:
Singing happy birthday is free and fun. Do it!
Offering a birthday cake is great but expensive. Don’t do it!
AirFrance:
Singing happy birthday could disturb some passengers. Don’t do it!
Offering a birthday cake is great. Passengers must feel delighted!
46. Instagram.
You could pitch “a mobile app to share photos
with friends“
OR “a way to share great memories to people
that matters“
Restopolitan.
(They offer a free meal in a restaurant.)
You could pitch “50% discount“ (and you’re
against Groupon and all the others)
OR “a way to go more often in a restaurant, the
place where you spend a magical time“
48. Did Michelin speak only about tires?
No. They knew they were much more.
They were about traveling and discovering.
Did Guiness speak only about beers?
No. They knew they were much more.
They were about having LOTS of fun.
50. “A brand pattern is more
than how a brand looks. It
is coherent and
consistency between how
the brand acts, looks and
responds over time“
“Brand should be iterative
through interfaces and not
just the consistency of a
message.“
MarcShillum SXSW2012
http://www.brocooli.com/branding-marque-pattern/
54. Great brands have almost always a slow launch.
No media buying. Just tribal marketing.
And sheer love.
Nike & the ghettos.
Redbull & Xtrem sports.
55. You need a true crusade
for the outside AND the inside
That’s the strength of startups
and the curse of the old brands.
The name is already
a crusade. And the
competitors seem
already guilty.
56. How do you
build your community ?
1. branding / 2. growth hacking
65. Acquisition -> Activation -> Retention -> Revenue
1. ACQUISITION
You hear about Quora
after your friends
posts a question from
Quora to Twitter
-> Referral
66. Acquisition -> Activation -> Retention -> Revenue
2. ACTIVATION
After reading the page
you decide to create
an account
Acquisition -> Activation -> Retention -> Revenue
-> Referral
67. Acquisition -> Activation -> Retention -> Revenue
3. RETENTION
You get a weekly
digest email with
questions and links
back to the site
Acquisition -> Activation -> Retention -> Revenue
-> Referral
68. Acquisition -> Activation -> Retention -> Revenue
3. RETENTION (bis)
Once you’re back
Quora encourages
you to read related
questions
Acquisition -> Activation -> Retention -> Revenue
-> Referral
69. 4. REVENUE
They don’t make
money (yet)
Acquisition -> Activation -> Retention -> Revenue
-> Referral
70. Acquisition -> Activation -> Retention -> Revenue
+ REFERRAL
They encourage you to
share interesting
questions. And btw the
referral is in the DNA
of Quora. A question
seeks answers.
-> Referral
71. Acquisition -> Activation -> Retention -> Revenue
You need to measure
conversions at each steps
Acquisition -> Activation -> Retention -> Revenue
-> Referral
72. Acquisition -> Activation -> Retention -> Revenue
You need to measure
conversions at each steps
Acquisition -> Activation -> Retention -> Revenue
-> Referral
79. Mint has a landing
page and blog post
for nearly almost
personal finance topic
80. Path texts the link
of the app to your
phone. (Price per SMS
via Twilio around $0.02)
81. Just send the campaign one more
time to those who didn’t open the
mail changing JUST the title.
Very effective & almost no churn.x2email open rate
82. Campinambulle
made a kick-ass
page to increase
the referal
Download it free here and feel free to customize:
https://github.com/traceoutdoor/campinambulle
83. Credits + going further
Branding:
A must read - Broocoli: my blog!
So Cult - Oasis: une marque pop : slideshow
Kapferer - The New Strategic Brand Management: Buy the book!
Mad Men - The Carousel: video
and discussions with So Cult (Celina Barahona and Olivier Ravard), BETC
Startup Lab (Clarisse Lacarrau), Brandcasterz (Florian Pittion-Rossillon),
Brocooli (Mathieu Daix) and many more!
Growth Hacking:
Mattan Griffel - Most slides of the 2nd part & more: original slideshow
Dave McClure - Startup Metrics for Pirates: video
Andrew Chen - selected “growth hackers“: the list
Tim Ferriss - How we raise $100,000 in 10 days: blog post
and discussions with The Family (Oussama Amar), Fullsix (Anne Browaeys),
Elaia Partners (Marie Ekeland, Sebastien Derhy, Samantha Jérusalmy) and
many more!
By Willy Braun
General Manager of France Digitale,
great association of VCs & tech entrepreneurs
Feel free to drop me a mail: willy@francedigitale.org
My book: