how to acquire 5,000 customers in three months
TRANSCRIPT
Observations and Considerations for Acquiring 5,000 Customers in Three Months
Prepared for
Prepared by
Bill Barrick
“Never doubt that a small group of thoughtful, committedcitizens can change the world.
Indeed, it is the only thing that ever has.”
– Margaret Mead, cultural anthropologist
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Basic conversion considerations based on Sweetworxx input and Google/WordStream display CTR benchmarks
Question:• How many suspects must be reached to acquire 5,000 customers?
Assume:
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Suspect Universe
Prospects (Clicks to Website)
AppDownloads
Customers
1.12% Avg. click‐through rateSource: Google, WordStream
30% of downloads use the appSource: Sweetworxx
10% of click‐throughs download the appSource: Sweetworxx
Goal: 5,000 Customers by Year End
Average click‐through rate in AdWords across all industries is 1.9% for search and 0.35% for display
4Source: Google and WordStream
Linear equation to solve for suspect universe size necessaryto achieve customer acquisition goal of 5,000 using “display”
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5,000 customers ÷ 30% (App Usage Rate) ÷ 10% (App Download Rate) ÷ 0.35% (Click‐Through Rate) = 47,619,048 (Suspect Universe) Display
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Linear equation to solve for suspect universe size using “search”
5,000 customers ÷ 30% (App Usage Rate) ÷ 10% (App Download Rate) ÷ 1.9% (Click‐Through Rate) = 8,771,930 (Suspect Universe) Search
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Equation using combined average CTR of 1.12%
5,000 customers ÷ 30% (App Usage Rate) ÷ 10% (App Download Rate) ÷ 1.12% (Click‐Through Rate) = 14,880,952 (Suspect Universe) Combined Average
Suspect Universe14.8MM
Prospects (Clicks to Website)
166,667App
Downloads16,667
Customers5,000
Total suspect universe (reach) necessary to acquire 5,000 customers @ 1.12% CTR is 14,880,952
10% of click‐throughs download the app or 16,667
1.12% click‐through rate or 166,667
30% of downloads become customers or 5,000
Conversion projections to meet goal based on combined average CTR of 1.12%
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Based on conversion formula, targeting OC millennials exclusively will not achieve goal; a wider “reach” strategy should be considered both demographically and geographically
10Suburban Stats, Population Demographics forOrange County, California in 2016 and 2015
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There are 701,913 millennials in Orange County
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10% app downloads or 786
1.12% click‐through or 7,861
30% usage or 235 customers
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Customers235
Suspect Universe(OC Millennials)
701,913
Prospects (Clicks to Website)
7,861App
Downloads786
Customers235
OC millennials are 5% of total suspect universe needed to acquire 5,000 customers; OC adults (18‐59) represent 12%
Age Male Female
18 – 19 years 44,100 40,35920 21,761 20,64321 21,151 20,25622 – 24 64,089 59,84525 – 29 109,263 103,96530 – 34 98,827 97,65435 – 39 104,137 107,77140 – 44 110,072 113,55945 – 49 113,123 115,50750 – 54 104,635 107,13455 – 59 83,759 89,839
Totals: 874,917 876,532
COMBINED TOTAL: 1,751,449
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Source: Suburban Stats, Population Demographics for OrangeCounty, California in 2016 and 2015
OC Millennials
Male Female
359,191 342,722
Combined Total: 701,913
Targeting Los Angeles millennials will help, but combined total reach of OC + LA millennials is 21% of suspect universe; combined OC + LA adults (18‐59) is 50% of total suspect universe needed
Age Male Female
18 – 19 years 145,109 136,52520 72,347 68,20521 71,592 68,46222 – 24 224,052 216,33725 – 29 379,159 370,69630 – 34 353,905 353,89235 – 39 350,507 357,21440 – 44 350,646 355,18745 – 49 342,094 354,34250 – 54 315,972 336,06355 – 59 263,309 288,999
Totals: 2,868,692 2,905,922
COMBINED TOTAL: 5,774,614
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LA Millennials
Male Female
1,246,164 1,214,117
Combined Total: 2,460,281
Source: Suburban Stats, Population Demographics for Los Angeles, California in 2016 and 2015
San Diego will add minimal value. Combining OC + LA + SD millennials is 24% of suspect universe; combined OC + LA + SD adults (18‐59) is 56% of total suspect universe
Age Male Female
18 – 19 years 15,294 14,51120 9,450 10,00721 10,710 11,49122 – 24 34,941 33,63625 – 29 60,993 58,64830 – 34 53,299 50,18635 – 39 47,182 45,65240 – 44 44,337 42,68445 – 49 44,243 43,02050 – 54 40,363 41,21955 – 59 32,240 36,424
Totals: 425,232 387,478
COMBINED TOTAL: 812,710
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SD Millennials
Male Female
184,687 178,479
Combined Total: 363,166
Source: Suburban Stats, Population Demographics for San Diego, California in 2016 and 2015
Goal: 166,667 click‐throughs will be necessary to acquire 5,000 customers, regardless of CTR. Reaching the suspect universe may require a mix of social, PR, direct, video, OOH and a sweepstakes
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1
10% app downloads or 16,667
5% click‐throughs or 166,667 (55.5K monthly click‐throughs)
30% usage or 5,000 customers
Customers5,000
PR & Publicity
Total suspect universe (reach) to acquire 5,000 customers @ 5% CTR is 3,333,333
Suspect Universe3.3MM
Prospects (Clicks to Website)
166,667App
Downloads16,667
Customers5,000
A branded Sweetworxx sweepstakes should boost CTRs, app downloads and generate 5,000+ customers
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Objectives: Generate the following by December 31 1. 166,667 click‐throughs to website2. 16,667 app downloads3. 5,000 customers
Strategy: Create and promote a single entry, instant winner sweepstakes. No purchase necessary
Sweepstakes basics: Download app and automatically enter to win one monthly grand prize (Oct., Nov., Dec.) and one of hundreds of cash prizes ($100 per day for 100 days)
Grand prize examples: All expense paid trip and special field passes to World Series, NASCAR, NFL (LA Rams), NBA (Clippers or Lakers), NHL (Kings)
Sample mobile entry formpromoting a grand prize
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YOU COULD SCORE AMAZING PRIZESLIKE RAMS TICKETS & FIELD PASSES.
Sweetworxx
Enter now for a chance to win tickets &field passes for the Oct. 23rd game courtesy of Sweetworxx – car care that worxx.
Single entry, instant winner sweepstakes opportunity to build engagement, community, database and customers
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Sweetworxx $100 Instant Winners share their stories.
Car care that worxxSweetworxx
Download our car care app and automatically enter to win one grand prize during each month of Oct., Nov., Dec. and one of hundreds of cash prizes ($100 per day for 100 days).
For details, visitSweetworxx.com
Sample messaging to drive awareness, click‐throughs, app downloads and customers
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Pick-Up and
Delivery of Your Car
GuaranteedRepair Work
Instagram Halloween‐themed picture party promotion
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Sweetworxx.com/sworxx100.
$100WE’RE GIVINGAWAY
Gift Card
Daniel Angelo17815 Newhope Street, Suite MFountain Valley, CA 92708
Nearly 40% of millennials are more likely to purchase items associated with a particular cause. Here’re two examples
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Sweetworxx would like to honor our customers andfriends by planting a tree in honor of someone you love. During October, November and December we’re helping the Arbor Day Foundation plant California Coulter and Foxtail Pine trees in California areas severely damaged by wildfire. For every FREESweetworxx app download, we will donate one seedling.
Each year, over 1
million dogs are killed.
Save one today.
Approximately 7.6 million companion animals enter animal shelters nationwide every year. Sweetworxxwill donate $1 to the Pet Rescue Center of Orange County for every PRCOC pet saved during October, November and December 2016.
Source: The Boston Consulting Group, The MillennialConsumer – Debunking the Myth, April 2012
Consider creating a “Welcome Kit” to help build word‐of‐mouth, customer usage, loyalty and brand persona
Welcome Kit may include1. Personalized “Thank You” e‐card2. Sweetworxx wallet card with
contact info and account number3. Mug 4. Static‐cling sticker for windshield
or door jam with contact info5. T‐shirt6. Key fob
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Consider a “Loyalty” program to serve the 80% of millennials who participate in loyalty and reward programs
A loyalty program is a way to reward your loyal customers and give them an incentive to continue their relationship with the business
Rewards1. One credit for each service/
repair, facebook like or referral with 10 credits earning:– A $5 Starbucks eGift card– Free movie rental download– Free iTunes download
2. Introductory offer: Double points for the months of October, November, December
3. Special, cost‐saving, limited‐time offer – 10% off regular, preventative service during the months of October, November and December
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TO: Daniel Angelo
Dear Daniel,
Thanks for your loyal patronage of Sweetworxx.
To show our appreciation, here's a $5 Starbucks eGift card.
Cheers,
Starbucks eGift Card
Source: Aimia – A marketing and loyalty analytics co.
Tagline observations and considerations
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Identifies category and includes a benefit
Authentic and straight‐forward
The mark is fresh and evokes honesty, trust and bit of whimsy
Tagline observations and considerations
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This evolution of tagline may be slightly more personal
This slight revision highlights “service,” just as pooches faithfully serve
Considerations for evolving the brand
Consider using the dachshund in the same manner as Snoopy and Geico’s gecko – make it the hero
The pooch would become the official spokes hound and personification of the brand
He/she would be intelligent, friendly, loyal, eager to serve, trustworthy and genderless –all the brand traits Sweetworxx should aspire to be
Promotional possibilities include . . . • A naming contest for the Sweetworxx pooch• A holiday‐themed photo contest of dogs –
Halloween, Thanksgiving, Chanukah, Christmas
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Recommendation: Use OC to test end‐user messaging, sweepstakes effectiveness, CTRs, conversion ratios and more
Other brand engagement elements to benchmark
• User satisfaction levels• Customer feedback for product
extensions• Messaging appeal, believability• Brand perception/imagery• Segmentation: Light, medium, heavy
usage by zip and/or other criteria
Other considerations• Competitive analysis• SWOT and PEST analysis• Creative testing
OC launch: Ensure performance tracking is set‐up to benchmark
• CTRs, downloads, conversion rates (customers)
• Strength of sweepstakes offers (A/B/C testing of different offers)
• Impact of sweepstakes on CTRs vs. no sweeps (A/B testing)
• Which media sources are most effective• Customer emotions: Likes, fans, followers;
shares, comments, re‐shares, posts• Customer segmentation criteria
– Demographics– Psychographics
• Database building
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Millennial fun facts
1. Numbering roughly 77 million, millennials make up about one‐fourth of the US population –Nielsen
2. 43 percent of millennials in the US are nonwhite, the largest share of any generation –Pew Research Center
3. One‐fourth of millennials in the US speak a language other than English at home – US Census Bureau
4. Millennials in the US wield about $1.3 trillion in annual buying power – Boston Consulting Group
5. The median income for millennials in the US who are year‐round, full‐time workers is $33,883 – US Census Bureau
6. More than 85 percent of millennials in the US own smartphones – Nielsen
7. US millennials touch their smartphones 45 times a day – SDL
8. 87 percent of millennials in the US age 18 to 29 use Facebook, with 53 percent Instagram, 37 percent Twitter and 34 percent on Pinterest –Pew Research Center
9. 66 percent of millennials in the US follow a company or brand on Twitter and 64 percent like a company or brand on Facebook to score a coupon or discount – University of Massachusetts Dartmouth
10. Only 6 percent of millennials in the US consider online advertising to be credible –SocialChorus
11. For 95 percent of millennials in the US, friends are the most credible source of product information – SocialChorus
12. Almost 40 percent of millennials are more likely than non‐Millennials to purchase items associated with a particular cause – Boston Consulting Group
13. 80 percent of millennials participate in loyalty and reward programs – Aimia
14. 44 percent are willing to promote brands through social media in exchange for rewards –Adroit Digital
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U.S. millennials comprise six distinct segments
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Hip‐ennial“I can make the world a better place.”
Cautious consumer, globally aware, charitable and information hungry
Greatest user of social media but does not push/contribute content
Female dominated, below‐average employment (many are students and homemakers)
Gadget Guru“It’s a great day to be me.”
Successful, wired, free spirited, confident and at ease
Feels this is his best decade Greatest device ownership, pushes/
contributes to content Male dominated, above‐average income,
singleMillennial Mom
“I love to work out, travel and pamper my baby.”
Wealthy, family oriented, works out, confident and digitally savvy
High online intensity High social usage and information hungry Can feel isolated from others by her daily
routine Older, highest income
Clean and Green Millennial“I take care of myself
and the world around me.” Impressionable, cause driven, healthy, green
and positive Greatest contributor of content, usually
cause related Male dominated, youngest, more likely to be
Hispanic, full‐time student
Anti‐Millennial“I’m too busy taking care of my business and
my family to worry about much else.” Locally minded, conservative Does not spend more for green products and
services Seeks comfort and familiarity over excitement/
change/interruption Slightly more female, more likely to be
Hispanic and from the Western U.S.
Old‐School Millennial“Connecting on facebook is too impersonal,
let’s meet up for coffee instead!” Not wired, cautious consumer and charitable Confident, independent and self‐directed Spends least amount of time online, reads Older, more likely to be Hispanic
29%
16%
10%
13%
10%
Source: The Boston Consulting Group
22%
Summary of millennial and total market populations, millennial and total auto registrations by select California markets
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MarketTotal
Market PopulationEstimated Millennials
Percentage ofTotal Population
TotalRegistered Autos
Est. TotalMillennial Autos
Los Angeles 9,818,605 2,460,281 25.0% 6,293,639 1,573,410Orange County 3,010,223 701,913 23.3% 2,248,999 524,016San Diego 1,307,402 363,166 27.7% 2,152,356 596,207Santa Clara 1,781,642 522,699 29.3% 1,349,898 395,520Riverside 303,871 92,434 30.4% 1,329,526 404,176San Bernardino 2,035,210 625,327 30.7% 1,216,312 373,407
Alameda 73,812 11,393 15.4% 1,082,464 166,699San Francisco 805,235 259,756 32.2% 407,656 131,265
EST. TOTALS: 19,136,000 5,036,969 16,080,850 4,164,700
Sources: Suburban Stats, Population Demographics for Los Angeles, Orange County, San Diego, Santa Clara, Riverside, San Bernardino, Alameda, San Francisco in 2016 and 2015; California Department of Motor Vehicles, Jan. 1 – Dec. 31, 2015
Top mobile apps among millennials (18‐34) by time spent
31Source: comScore, June 2015; figures show totalmobile app time spent
Millennials life stages and media consumption
Source: The Nielsen Company, Q4 2015, Total Audience Report
Top social media sites, apps and monthly active users
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Social Outlet Description UsersFacebook is a free social networking website allowing registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. Demo: 82% 18 – 29; 79% 30 – 49; 56% 65+
1.7B MAU
YouTube is a free video sharing website that makes it easy to watch online videos. You can even create and upload your own videos to share. Eighty percent of YouTube’s views are from outside the U.S. Largest demo is 25 – 34 @ 41MM
1B MAU
Instagram is a free mobile photo and video‐sharing service enabling users share them on the app and other social networking platforms – Facebook, Twitter, Tumblr and Flickr. Demo: 53% 18 – 29; 25% 30 – 49; 11% 50 – 64; 6% 65+
500MM MAU
Twitter is a free microblogging service allowing registered members to broadcast short posts called tweets up to 140 characters. Demo: 37% 18 – 29; 25% 30 ‐ 49
313MM MAU
Snapchat is a free mobile app that allows you to send videos and pictures, both of which will self destruct after a few seconds of viewing. Demo: 45% 13 – 24; 26% 25 – 34; 13% 35 – 44
310MM MAU
Vine is a free video‐sharing app that enables users to record and share an unlimited number of short, looping video clips with a maximum length of six seconds viewable directly in Twitter's timeline or embedded into a web page
200MM MAU
Printerest is a free website where users can upload, save, sort and manage images andvideos (pins) through collections (pinboards). Demo: 85% of users are female, 34% 18 – 29; 28% 30 – 49; 27% 50 – 64
100MM MAU
Tumblr is mostly free (users can purchase a custom theme to change the appearance of their blog). Users share anything: text, photos, quotes, links, music and videos from a browser, phone, desktop, email. It’s a cross between a social networking sites (like Facebook and Twitter) and a blog
30‐50MM MAU
Sources: Pew Research Center, DMR Stats, Bloomberg, statista.com, expandedramblings.com, zephoria.com, Hootsuite, The Top Social Media Sites That Matter to Marketers, March 2016