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Friday, May 20, 2016

Brand Marketing is a Growth Hack. Here’s the Recipe

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Brand Marketing is a Growth Hack. Here’s the Recipe

How "Brand" Built a European Unicorn
PUBLISHED MAY 11, 2016
by Susan Su


Today’s treat is a guest post from entrepreneur, marketing mastermind, and 500 founder Mat Braddy, founder of ROCK PAMPER SCISSORS and former CMO of Just Eat, a European “unicorn” that went public in April of 2014.
No one thinks of billboards and TV ads when we talk about “growth hacking” (we’re way too cool for that sh*t, right?), but in today’s post Mat shares his takeaways on growth fueled by brand. 
Mat’s company was a recent participant in 500 London’s latest Distro Dojo, a growth-focused acceleration and investment program that happens several times a year in locations around the world.
Shameless plug: Mat is currently raising money for Starlight, a UK organization that helps terminally ill children fulfill a special wish. As part of the deal, he’ll be climbing Mount Klimimanjaro — yes, that is correct, the highest peak in Africa. Support him here.
I spent most of the last decade helping to build a European ‘Unicorn’ called Just Eat.
You can tell a European unicorn by its bad teeth, appetite for baguettes and disapproving glare when an American says ‘Soccer….’
For American readers; Just Eat is like Grubhub. But funnier. It’s a takeout delivery service feeding the world in 15 countries and is live in Europe, Canada and Australia. We floated on the London Stock Market in 2014, and a year or so later I left to concentrate on a new startup.
Our new app, Rock Pamper Scissors, is attempting to bring hairdresser bookings into the modern world with a focus on the talent of local stylists. I’ll save you the pitch – but we were very fortunate to be invested in by 500 Startups and invited into the 2016 intake for Distro Dojo.
We had support in streamlining our KPIs, learnt how to take a experimental disciplined approach to growth, and had very valuable exercises in user experience. We left the Dojo even more motivated and confident about our prospects to grow. 
appshot
The focus on experiments and rapid development of ideas is brilliant. The growth hacker has become the growth scientists, as covered in this great article. However, there is an important ‘art’ to growth that can often get lost in the science – the art of storytelling. This delivers emotional results that are very difficult to metric, yet are often crucial to traction.
The biggest success your company can achieve is becoming the first thing out of someone’s mouth when they think of your category. Need a ride? Uber. Need a book? Amazon. Need a drink? Coke. Need some chinese food delivered? Just Eat. You get the drift. This is such an ambitious big goal it seems silly to even have it as a aim, yet startups come along all the time that manage to do it.
Having built a high growth brand, I believe the recipe should include the following:
  • Be authentic
  • Challenge old norms
  • Be talkable – make customers think
  • Deliver an unreasonably good experiences
Let’s explore these ingredients in more detail…

Authenticity

Brands which succeed in cutting through the clutter these days need to hook into emotions with an authentic personality. Before you start working on your brand you have to accept the truth:  no-one gives a monkeys about your startup. You are another shrug in a world of ‘meh’.
To overcome this apathy you need to develop an authentic tone of voice from within your team. Why are you doing this project? What gets you all excited? Imagine you are on a protest march as a team – what changes are you demanding to the world? These are not questions you should rely on your clients to answer for you – you are looking for what the passion is that fuels your team and then you have the start of an authentic voice.
anti cooking
Just Eat was founded in Denmark and had a strong ‘viking’ spirit within the company, this translated into a ‘rebellious’ voice in our marketing so when we tried to ban cooking it felt authentic with the personality we had already been building with the public. McDonald’s at the time were pretending to be a salad bar. Not very authentic and greeted with derision by the public.

Challenging brand norms

This should be an easier one for a startup – hopefully your idea is a fresh take on an old problem already. The challenge from a brand perspective is how to articulate it succinctly to potential clients.
My favourite example is one from Swatch. When Swatch launched they were challenging the belief that Swiss engineered watches were expensive luxuries. To communicate their range of great value products they hung a giant 500ft watch on the side of German skyscrapers. On the strap they wrote “Swiss. DM 50.” This wasn’t just a highly talkable marketing play, it was myth busting the ‘normal’ assumptions.
swatch5

Be talkable – make them think

Millennials, or whatever horrendous label we are giving smartphone addicted consumers this week, are a chatty bunch. A whole generation is coming through that knows how to make YouTube videos, record podcasts and send each other pictures of their naughty bits. Becoming a brand that they talk about is crucial to growth. And to get them to talk you need to make them think.
Rock Pamper Scissors could just advertise “Book a hairdresser in London” on a tube poster. Or we could say “Your hair is the last thing you’ll wear tonight”. A bit sexy, a bit naughty, & we made you look and made you think. And if we get that far we hopefully have made you talk.
mobile-ad-LAST-THING_tattoo

Deliver ‘unreasonably’ good experiences

Winning brands in the last few years have delivered fantastic experiences for less cost to the customer than ever before. You used to be happy to wait two weeks for that cheap TV, content that you had a bargain. But now thanks to Amazon you want the cheap TV delivered tonight. Customers are no longer happy to accept trade-offs.
Dating online used to require you complete a tedious registration form, commit to a subscription package, and they were actually selling commitments. Match used to claim to have created more marriages than any other service. It’s all about commitments.
Then along comes Tinder which has no registration form, is free, and is selling flirting. Much more in line with modern customers. It’s not fair, but customers want it all and they do not want to commit to get it or have to subscribe.

Did it work?

Like I said earlier – your job is to try and become the first thought for the category, and one way to KPI that is using brand awareness surveys. When the UK public was asked to name a takeaway ordering app each month throughout the campaign to ban cooking this is what happened…
Screen Shot 2016-05-06 at 12.59.42Spending far less cash than the big incumbent beast of Domino’s, we were able to take the top spot and head onwards to the glorious land of IPO.  
These ingredients tend to build upon each other – Uber is an app that gets me a ride instantly – I no longer have to hang around on street corners with my hand up. It has challenged traditional licenced taxis in a way they feel is unreasonable, and made people talk about it all over the world. My advice is to start with Simon Sinek’s famous TED talk, work out your purpose internally and from there work out how to communicate it in the most passionate way possible.

Acknowledgements and further reading:

I’m a big fan of the author Adam Morgan and I have shamelessly poached much of the thinking above from his books Eating the Big Fish, and A Beautiful Constraint. Give them a read so he doesn’t shout at me.

About the author

Mat Braddy is an entrepreneur and founder of ROCK PAMPER SCISSORS and was formerly the CMO at JUST EAT. Mat joined JUST EAT in 2009 and set about establishing the company as the leading brand in takeaway around the world, resulting in one of Europe’s biggest tech IPOs for a decade in 2014. In 2012, Mat led the global launch of JUST EAT’s brand campaign to ban home cooking, ‘Don’t Cook, JUST EAT’. Mat is now busily building a new app; Rock Pamper Scissors where the team are striving to build the default hairstyle app for the ‘everything now’ generation. It’s like Uber. But hairy.




Published by Susan Su

Susan is part of the 500 Startups Distribution Team, specializing in content and email marketing. She has previously run marketing and growth for Inside Network (acquired byWebMediaBrands in 2011), AppSumo.com, and Ramit Sethi.

Resource: http://500.co/brand-marketing-is-a-growth-hack-just-eat/?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com




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Berapa sih nilai dari blog gue DALAM DOLLAR  ? http://richardnata.blogspot.com/2015/04/berapa-sih-nilai-dari-blog-gue-dalam.html


Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id
Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually.

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