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.

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
    heather@roceteer.com
    @heathriel
    twip.co
    roceteer.com
    

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