The tagline on this site is “Marketing that pays for itself”. But how can the marketing pay for itself if you are trying to launch a new brand, in a highly competitive market – such as coffee?
The good news is that with some smart tactics, it's entirely possible. Here's how…
Choose a Campaign Tactic That Could Take You From 0 to 3000 Subscribers in 2 Weeks For Free!
Brad from Stiletto Coffee did exactly that. His challenge was to launch this new coffee brand into one of the most competitive markets going. So many people have their own favourite brand already. So Brad's answer to the problem was to base his campaign on a viral marketing strategy based on the UpViral platform.
This is not about creating silly cat video's or donning a Star Wars mask and recording yourself talking in silly mask outside the shop.
This is about creating a campaign that's going to catch attention and to incentivise people to share it for you.
This might seem like a bit of a magic trick but it's not.
Wilko de Kreij in the case study on the UpViral blog does a great job of outlining the process:
The process of getting viral with UpViral goes this way…
1. Create an opt-in page that requires people to enter their email address.
2. Give every person their own unique invite link, so they can invite their friends to enter their email address also.
3. To get people to actually share your campaign, you offer a prize. The more people they get to sign up through their invite link, the more entries they get to win the prize.
4. The new visitors that your participants bring to sign-up for your contest get their own unique links. They should repeat the process of sharing your message so they can win your prize as well.
5. Send your new subscribers follow-up emails to remind them to share your campaign.
To do this well you need to know your audience.
1. Determine Who You Need To Talking To
In Brad's case, he was going after the sophisticated professional woman. Knowing your market is at the heart of any ‘successful' marketing campaign. Who are they? What demographics are you targeting? What similar brands do they use/like?
When you know who they are you can dig deeper and find what makes them tick. What are their biggest problems? What things do they aspire to?
Not only will the answers help you target your message but they will help you target the right people on ad platforms such as facebook. Why spend ad dollars showing ads to people who were never going to be interested in the first place?
This research will yield some powerful insights that will help you break into competitive markets.
2. Pick a Targeted Giveaway
Use your new found understanding of the audience to pick a giveaway that will do 2 things.
- Is of a high perceived value
- Is likely to be desired by the target audience BUT not everyone else.
Brad chose to give away some $600 black Stiletto shoes. It's an interesting choice. It fits the audience demographic. It's unlikely to be wanted by those who are not in the target market. It's has a high value.
My one criticism is that it's not closely tied to the actual product. You want to attract people onto your list because they are likely to be interested in your product. It's why choosing to give away an iPad is a bad idea.
3. Give People a Reason To Share
The trick to making this kind of campaign work is to maximise the traffic you generate by giving people a reason to share. Using the UpViral platform, Brad offered entrants a chance to get an extra 5 entries for every one person they got to enter the competition. All you needed to do to give yourself an unfair advantage was to get your friends and colleagues to enter.
This mechanism allowed Brad to get over 3000 new subscribers onto his email list. 1392 of them were as a result of people sharing the competition!
4. How to Get Your Leads For Free
Brad used Facebook ads to get his competition in front of the right audience and to drive the initial traffic. This costs. But Brad used one the heavily under utilised pages on most websites to great effect. He added a link back to his sales page from the thank you page. If you think about it, the thank you page is prime real estate. You only get there when you have taken action. You have made some form of commitment. These people are at their most engaged right then.
Brad, unfortunately, didn't offer a special deal on that page because I think it would have performed better. Despite this, he still made more than the ad spend back!
He spent $160 on combined ad spend and made $250 dollars from the thank you page alone. This means his ads were free and so were his 3k subscribers!
If you want a more detailed look at Brads campaign, Wilko de Krej has put up a more in depth case study over on upviral.com – go check it out.
Despite millions of dollars in ad spend and the best efforts of top marketers DropBox was getting nowhere – fast. Until they tapped into the power of viral sharing. Now you can harness the power of viral marketing with UpViral.
Finally you can now create an ebook or lead magnet from any webpage, just grab the URL and in 2 clicks its done! Use these ebooks to drive traffic from slideshre and other pdf sites. Increase leads by creating a lead magnet in less than 30 seconds. Re-purpose your content or sell your ebokks and monetise your content.