Customer Acquisition · Content marketing

What super unorthodox strategies have you used for new user acquisition?

Kristin Tynski SVP Product Development at Sapio

April 22nd, 2015

I'm looking to hear about unusual, unorthodox, or otherwise noteworthy tactics that most people have not heard or read about. 

Jason Purvor Accelerating the growth of hi-tech start-ups

April 22nd, 2015

So how do you get your key prospects to respond to you?
Here's an out the box idea I used a while ago - I hired a city centre cinema when the original Star Wars extended version was released and sent personalised invites to all the CEO's and CTO's I'd wanted to reach but could not.
The RSVPs flooded back and I arranged for screens on tables in the foyer with the logo of each company on it for pre and post event drinks. 
The networking was fabulous, multiple sales emanated and I'm friends with many of the attendees to this day.

Ron Kagan Marketing Analytics & Campaigns Manager (lead generation, copywriting, marketing automation) at Argyle Executive Forum

April 22nd, 2015

Great question Kristin. This may not be terribly unorthodox, but being a resource on forums such as this one, quora and Yahoo answers definitely helps with generating referral traffic to http://www.backstage.com.

Getting involved in relevant meetups and slack chats also increases brand visibility while providing real value as a living knowledge source to those with an interest in what Backstage.com offers.

John Zamoiski Chief Opportunity Officer at ADLarge Media

April 23rd, 2015

In my previous response I gave you some general strategies that have been effective. However, it seems that most of the respondents have given you specific examples. With that in mind I will give you one that was used by me two weeks ago with incredible results in a B2B application.

In order to attract people to a booth at a trade show last week, we targeted 300 key decision makers we were looking to have visit with a mailing prior to the show. The mailing consisted of a $1.50 imprinted sports wallet filled with the following items:
  • A note paperclipped to the outside of the wallet with the copy "We found your wallet. You seem to be missing some potential revenue. Come see Jay at booth 526 to see how you can fill it."
  • A $1.00 bill inside with a note clipped to it that said, "For more of these, see Jay at booth 526.
  • Jay's business card
  • A fortune from a fortune cookie, "Great wealth awaits you...booth 526".
  • A family photo with Jay in the middle.
  • A savings coupon for the product. Turn in at booth 526 for a trial.

Of the 300 people targeted over 200 came to the booth with the wallet and spoke to Jay. It was an unequaled success and the client was very pleased. 

Kristin Tynski SVP Product Development at Sapio

April 22nd, 2015

Jason: This is exactly the type of thing I was hoping to hear. Bravo on a really creative solution that worked!

Dennis Yu Director of Business Development at Society6

April 22nd, 2015

Jason, That was a great idea to provide "limited edition" add on value on top of what is expected.

Mahesh Srinivasa IT Professional

April 22nd, 2015

Sports is another area where you can attract and engage prospects. 
In one of the organization, I studied the demographics and came up with a new format for a sport that was popular (but not in the organization). The idea was marketed effectively via E-Mail, Newsletters and of course word of mouth. Curiosity arouse and registrations started flowing in. The event was a big success and set a precedent. 

John Zamoiski Chief Opportunity Officer at ADLarge Media

April 22nd, 2015

I have been involved in "user" acquisition, retention and upgrade for more than 30 years with a vast array of clients that have included AT&T, Mastercard, ToysRUs, casinos and cable companies. Creative tactics are extremely varied and subjective but the strategic guideposts remain constant. Here are a couple of rules you can use:

1. The best acquisition program is an effective retention program. In other words, create user interaction devices (promotions, activities, interaction) that are so strong that showcasing the retention tool acts as a selling tool.

2. The best tactics to use are via partnerships forged between your user experience or interface and a brand, service or retail entity that makes sense in association with your brand. Through that, you can trade channels of distribution to each others market, user base or audience in order to optimize cross pollination of audiences.

3. The use of sponsorships as an associative benefit is one that can be leveraged to coat tail the relationship. Typically it is recommended to use entertainment rather than sports since entertainment has broader appeal and reach. Consumers are usually fans of a specific sport or team while everyone finds entertainment appealing. As you refine your demographic and psychographic profile of your audience, you can target specific entertainment and sports.


Mak Wolven Concept guy

April 22nd, 2015

Kristin, I lived in Maine at the time when I recorded my first album. I discovered that the local supermarket chain (part of a big mega chain) stocked "Made in Maine" products. I got an appointment with the exec in charge of that part of the company. He didn't realize that CD's placed in retail stores are generally placed there on consignment with artists receiving funds based on sales. After delivering the CD's. Mak Wolven (me) received a check, up front, for $7,000 that financed our tour from Maine down through Texas. That also follows getting pro pictures taken, writing a glowing article about myself and submitting it to a major Maine newspaper... I know it's not the NYTimes! To my surprise, I made the front page of the Sunday entertainment section. I made sure it was a cut above their normal writing and the picture helped. Most businesses forget that is media is a major opportunity to access the infotainment industry. Your products can either be sitting on the shelf or getting some form of airplay. If you are curious, check out Mak Wolven and the Insiders on iTunes. See, you have to sell the sizzle. BTW, this is all true. Mak Mak Wolven Mobile: 00352621153301 Home: 0035226 442 339 168 Val Ste. Croix 1371-L Luxembourg

Marc Duke CMO in a box giving marketing support to start ups

April 23rd, 2015

Kristin

 

Totally depends on your company/focus all I would suggest is:

 

1.       Focus

2.       NOT online tactics if your setting is B2B

 

Some favourites from me - sending remote controlled car to city traders, sending cutlery and napkin to make the point that there is no such thing as a free lunch to some senior decision makers.

 

Like I said it’s about focus, making memorable.

 

Good luck.

 

Marc

 

Kristin Tynski SVP Product Development at Sapio

April 23rd, 2015

John, I love the concept! Glad to hear it worked out so well.