Growth Hacking 101 - Speaker Deck

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Growth Hacking 101

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

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What is Growth Hacking?

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Buzz Marketing

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High ROI Multiple Injection Methods Lots of Effort Required

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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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Guerilla Marketing

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Uses alternative Media Hyper-targeted Grassroots

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Experiential Marketing

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Interactive Engaging Obvious

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Video-Game Advertising

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

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Product Placement

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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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Branded Entertainment

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

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Brand Communities

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• 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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• 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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Alternative Media

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