the biggest insights from the Growth Marketing trail – WAU
Product, Place, Price and Promotion. Whoever graduated in Marketing or works with it is already used to these famous 4 P’s of Marketing. It turns out that on a daily basis, the search for specific content about our area of activity can lead us to focus much more on a specific “P” and forget about the […]
Product, Place, Price and Promotion. Whoever graduated in Marketing or works with it is already used to these famous 4 P’s of Marketing.
It turns out that on a daily basis, the search for specific content about our area of activity can lead us to focus much more on a specific “P” and forget about the others.
For example, reflecting on my routine, I realized that I focus a lot on promotion.
Therefore, it was invigorating to participate in Product Camp Brasil 2018, the largest event on product management in Latin America.
There were two days of content with more than 800 people gathered in Sao Paulo-SP to learn and discuss Product Management, UX and Growth Marketing.
With 24 speakers from major companies such as Nubank, OLX, Visa, Gympass, MaxMilhas and QuintoAndar, the event reminded me of the importance of product P and also brought several insights on customer focus and usability.
Despite this, today I want to focus on side B of the event: the Growth Marketing knowledge trail.
I confess that I expected “more of the same” from traditional Digital Marketing events, but what I saw surprised me. And below I tell you a little about the lectures I liked the most:
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Omnichannel: How to generate a multichannel customer experience and how a Growth area contributes to it
Javier Parejo Dolagaray – Head of Growth, Retail Ammo
OK, I’ll be very honest: when it comes to Product & Technology, I always think of software companies like Google, Apple and Amazon.
And even when I think about Growth, only brands like Facebook and Dropbox come to mind.
I would NEVER think of anything related to bed, table and bath. But thankfully, the Product Camp organizing team thought!
Because of them, I had the opportunity to meet Javier and understand how the focus on the customer experience made Ammo Varejo join the digital transformation.
Today, brands mmartan and ARTEX have a complex omnichannel strategy that encompasses e-commerce, franchises, own stores and multi-brand stores.
He showed how all this was thought to guarantee a pleasant and consistent multichannel experience. And, more than that, it presented figures that prove that online and offline channels do not necessarily need to be competing with each other.
For example, the option of buying a product on the website and withdrawing from a physical store proved to be a perfect opportunity for sellers to suggest complementary products, increasing the revenue of their stores.
In short, Ammo Varejo’s growth team knows how to take advantage of its extensive database to understand customers and create actions that encourage the growth of their brands.
When Growth and Branding go together: Case MaxMilhas
Tahiana D’Egmont – CMO & Partner, MaxMilhas
Tahiana started sharing a little of MaxMilhas’ history (which was named after the owner, Max!), Showed how the organization of her Marketing team is and then went on to 3 cases of the company:
Like other companies, MaxMilhas needs a special operation to support the high flow of visitors during Black Friday.
Thinking about it, in 2018, Tahiana and her team created a campaign in which the subscribers received discounts before the others, as in a VIP list.
The action helped to anticipate part of Black Friday’s movement and also guaranteed a substantial increase in lead generation.
World Miles Day
Celebrated annually on January 6, this date is an initiative created by MaxMilhas to attract new users through a viral marketing strategy.
The action is based on the assumption that the more people who register, the greater the discounts offered – an incredible incentive for customers to invite friends and family to participate in the promotion!
Due to the strategy, that date took the place of Black Friday and became the company’s highest billing day.
Distance Love Challenge
Connecting the brand with a highly emotional purpose (relationships), this campaign used the principles of gamification to engage with the public and reinforce MaxMilhas’ branding.
To participate, people who had a long-distance relationship had to fulfill 5 challenges:
- exchange of photos from Facebook profiles to the campaign avatar;
- a Facebook post advising friends about participating in the challenge;
- another post making a declaration of love;
- and, finally, get 100 likes on the couple’s profile on the promotion website.
Those who completed all the stages obtained 5 promotional coupons of 3,000 miles to guarantee the trip of reunion.
The end result, in addition to the impact on brand awareness, was a significant increase in the engagement of MaxMilhas’ social networks, a high number of visitors to the promotion website and dozens of grateful testimonials that serve as social proof for the company.
Want to learn more about brand building? Access our free ebooks:
– Branding Manual
– Employer Branding Guide
Growth Hacking Mindset
Philip Klien – Chief Growth Officer, OLX
“PK” has a resume of causing envy: in addition to being the current Growth Director at OLX, he has already worked for large companies such as Twitter, Uber, Predicta and SiteApps.
And it was by sharing the experiences he lived in these companies that he managed to show that growth is much more than the hacks and “recipes” that are shared on the web.
Among the cases he commented on, some caught my attention:
Changing the “favorite” button to “like” on Twitter
Although this exchange seems simple and even “irrelevant”, Philip said that this change brought a substantial increase in the engagement of Twitter users.
And the funny thing is that I lived that moment! I remember going on Twitter in 2009 and finding it very strange to “favor” things. I only used this button to “save” interesting quotes or links.
When it became a heart, I started to use it more often to show my support or interest in some content…. and more people did the same, which made the network much more active.
Is your company also on Twitter? Find out how to get more out of this social network with the help of our Twitter Marketing Guide.
Competitors “fishing” drivers in front of the Uber office
PK showed a selfie of you in front of the Uber office where you could see some people in the background, in the uniform of other transportation apps.
According to him, these companies knew that many drivers went to the Uber office to solve bureaucratic issues and, therefore, took the time to convince them to use their applications as well.
Although the attitude is considered a “black hat” tactic, it was accurate: the company was able to approach and acquire new users with a very low CAC.
Pedro Waengertner – CEO, ACE Startups
I confess that when I saw the name of Pedro’s lecture, I didn’t feel much excitement: I found the title “startuper” too much. However, when he took the stage, he overturned my prejudice and many of the erroneous beliefs that are spread in the market.
The talk was based on his book, “The Radical Innovation Strategy”, and gave a preview of the 6 principles of radical innovation. Are they:
1 – Organizational design
Contrary to what it seems, this topic has nothing to do with ping pong tables and beer machines in the office.
Here, organizational design is about encouraging the intrapreneurship, that is, allowing employees to be creative and think of new initiatives within the company itself.
2 – Agile management
There is no point in letting people have new ideas if they are unable to structure the project and / or need the validation of several stakeholders.
In short, agile management is about finding the best workflow to enable innovative ideas.
3 – Partnerships
The African proverb already said: “If you want to go fast, go alone. If you want to go far, go as a group.“
As the goal of most companies is to have a long and prosperous life, nothing better than having the support of other companies to enable new products or services.
4 – “Kill your own business”
The idea here is to escape the famous problem of myopia in marketing and make room for initiatives that seem distant from your product or even those that go against it.
For example, have you ever wondered what would have happened if Kodak had invested in innovation and created digital cameras? Yeah!
5 – Investor thinking
Companies are afraid of making mistakes. Fact.
And that’s exactly why they need to learn to think like investors: they put money in 10 startups and know that probably 8 of them are going to go bankrupt.
The point is that the other 2 will be SO successful, that they will offset the financial losses of the other 8, which makes the risk worthwhile.
That is, focus on the results you can get and not the damage that your tests can cause.
6 – Focus on the customer
Finally, reinforcing the idea that was conveyed during all the other lectures, an innovation that does not revolve around the customer will not be successful.
Product Camp’s Growth track hit the nail on the head by bringing in speakers from different markets to share real cases.
Seeing in practice what has already been done by other companies is a much more stimulating form of learning. No wonder I look forward to the 2019 edition!
And you often go to many Marketing & Product events? Then see our list of the best events on this topic in London!