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Growth Hacking 101

heathriel
January 30, 2018

Growth Hacking 101

From Community Engineering to Guerrilla Marketing, today's most successful Growth Hackers take a page from strategies of the past.

Learn how Growth Hacking got its start, what it means and get some real-world tips on how you can apply these methods to any type of business.

heathriel

January 30, 2018
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Transcript

  1. Growth Hacking 101

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  2. About Me
    CTO, TWIP & ROCeteer
    20+ Years Customer Experience Design
    Advisory Board Chair, UNLV Engineering
    Early Employee Evernote & Spirit Airlines
    2015 Female Executive of the Year
    2015 & 2016 Mentor/Coach of the Year
    Columnist for Inc, Forbes & Tech.co

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  3. Growth Hacking is focusing on
    understanding your users and how they
    discover and adopt your products.
    Josh Elman

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  4. What is Growth Hacking?

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  18. Buzz Marketing

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  19. High ROI
    Multiple Injection Methods
    Lots of Effort Required

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  23. Buzz Marketing Stages
    • Buzz marketing difficult during inoculation stage
    • Must use brand ambassadors or customer evangelists
    • True customer-generated buzz occurs after awareness
    • Awareness generated through traditional advertising
    Inoculation Incubation Infection

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  24. Guerilla Marketing

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  25. Uses alternative Media
    Hyper-targeted
    Grassroots

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  27. Experiential Marketing

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  28. Interactive
    Engaging
    Obvious

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  35. Video-Game Advertising

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  36. In-game advertisements
    Rotating in-game advertising
    Interactive ads
    Game-related Web sites
    Advergames
    Sponsored downloads

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  41. Product Placement

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  42. Goal is to increase brand awareness and liking
    • Placements work best when logical fit
    • Negative/positive scene impacts reaction
    • Increase in placement budgets
    § Perception of what others think is
    important to consumers
    § Provides postpurchase reassurance

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  45. Branded Entertainment

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  46. Brand woven into the storyline
    Use increased sharply with reality shows
    Also found in novels, plays, songs, and movies

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  49. Brand Communities

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  50. • Demonstration of Brand loyalty, devotion
    • Symbolic meaning
    • Interactions between brand and consumer
    • Shared values and experiences
    • Cannot be created by brands itself
    • Marketing can enhance community experience

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  52. Sponsored Consumers

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  53. • Agent or advocate for a new brand
    –Apple, Sony, HP, etc.
    • Brand ambassadors or customer evangelists
    •Individuals who already like brand
    •Offer incentives in exchange for advocacy
    •Selection based on:
    •Devotion to brand
    •Low-cost marketing events

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  57. Alternative Media

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  58. Billboards
    Bus wraps
    Street kiosks
    Objective: reach people during routine moments

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  70. Q&A

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  71. I Feedback
    [email protected]
    @heathriel
    twip.co
    roceteer.com

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