Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Free Pizza! (and Software Marketing)
1. Ok, Now That I Have Your Attention,
Let‟s Talk About Marketing Software
2. Tasty Slices
• Nico Westerdale @nicowest
• Myself and Roger run BitsDuJour
– Daily Deals Website for Mac & PC
Software
– 24 Hour Exclusive Deals, Heavily
Promoted
• 1000s of Software Promotions for
5+ Years
7. The Way People Buy Has Changed
Source: BuySellAds.com
44% of Online
Customers use
Daily Deal Sites,
and Rising
8. The Way People Buy Has Changed
Source: BuySellAds.com
60% of
Subscribers get
emails from 2+
Daily Deals Sites
Every Day
9. The Way People Buy Has Changed
Source: BuySellAds.com
60% of Email
Recipients are
Checking Their
emails at Least
Once a Day
10. Where Groupon Fails
• Physical Venues Cannot Scale Easily
• Traditional Merchant‟s Overheads are High
11. Trash Talk
• Large Per-Unit Cost
Means Wastage is
Inevitable
• Printed Coupons are
Confusing for Staff
and Customers
• Coupon Redemption
Rate is Low
• Customers Come
Once… Then What?
12. Groupon Failure Stats
• Only 63% of Vendors
said their Groupon was
Profitable
• 49% of Vendors said
they would not
Advertise with
Groupon again
• 82% of Vendors
Unsatisfied with
Repeat Business
Source: Cooper Murphy Copywriters
13. The Move to E-Commerce
Source: YipIt
10% of Groupon
& 17% of Living
Social‟s Revenue
is now from
e-commerce
Within only 4 months
of launching!
14. The Good News
• All Daily Deal Sites use
Email as their #1 Way
of Reaching Customers
• Software Vendors Don‟t
Have Any of These
Problems!
15. How to Promote Software
1. Figure out How Low You Can Go
2. Find out Where Your Customers Are
3. Give Them Something Irresistible
4. Make the Sale or Get Their Contact Info
5. Hook „em
6. Keep on Selling
17. Product Cost Calculator
Product Price $
Total Hours Per Week on the Business
Hours Per Week Supporting the Product
Licensing per Product $
Per-Unit Product Cost
% of People Who Purchase Again
40
Calculate $2.86 93%
70
12
0
10
18. How Much To Discount?
• Total Sales Revenue based on Discount
<31
31-39
40-44
45-49
50-54
*55-59
60-64
65-69
70-74
75-79
>79
Sales
Sales for Regular
Price < $35
Sales for Regular
Price >= $35
* Small Data Set
TotalSalesRevenue
Percentage Discount
20. Who Purchases Software?
• ISV Websites are not the Only Place the
Purchase Decision is Made
– Download Sites
– Forums / Social / Community / Blogs
– Coupon Sites
– Promotion Sites
– Search & Aggregators
• Different Rules in Different Countries
• All Customers are Not the Same
38. Promotional Stats
• 94% Could Recall a Promotional Product
From the Past 2 Years
• Consumers Made a Purchase After:
– Receiving a Promo Product (20.9%)
– Viewing a Print Ad (13.4%)
– Viewing TV Commercial (7.1%)
– Viewing Online Ad (4.6%)
Source: Promotional Products Association International
40. • A Unique Shopping Cart for 100% Off Deals
• Email Addresses Shared with ISV
41. 100% Off Effectiveness
• In 3 Months…
• Grew Email List by 60,000
• Baseline Traffic has Doubled
• Traffic Spikes of 10 Times the Norm
• $5 million in Software Given Away
• Sales up at least 20%
42. Did You Get it Yet?
• I want ISVs to
Show up to my
Talk
• Pizza is Irresistible
to ISVs
• Pizza Doesn‟t cost
that Much
• = Free Pizza!
44. Make Your Case
• Make it Clear what
you‟re Selling
• Entertaining Write-up
• Lead with one Point
• Don‟t Say too Much
45. Easy Purchases
• Main Call to Action is
to “Buy Now”
• Lead with your
Percentage
• Show the Deadline
• All other Links and
Information are
Secondary
46. I Want Email Addresses!
• If You Can‟t Make
the Sale, Then
Get Their Email
• Turns Residual
Traffic into
Paying Customers
(eventually!)
47. The Fine Print
• Features not Functions
• Spell out your License
Terms
• Testimonials Help, but
they‟re not 100%
Believable
• Don‟t let this Detract
From the Main
Promotion
48. Build Trust by Being Yourself
• Show you‟re a Real
Person
• Allow Questions to be
Asked and Answered
• Be Seen to be
Responsive Now, so
you‟ll be Responsive
Later
• Handle Problems (and
Problem People)
53. More is Available
• Show Relevant Alternatives
that don‟t Directly Compete
• Don‟t Overwhelm your main
Promotion
• Don‟t Blind them with
Choice
54. Extending the Promotion
• Creating a Deadline forces a „Buy Now‟
decision
• Extending the deadline allows you to
force the „Buy Now‟ decision again
• Extending Allows you to Pick up New
Customers and Persuade Unsure
Customers
• We see 60% Sales in the second 24 Hours
55. Facebook Promotions
• Use FanGate Page to
Entice Likes
• Shortstack, Static
FBML
• Use the Real Estate
• Be Yourself
• Vary Your Posts
• Reply and be Visible
• Don‟t Overpost
56. Twitter Promotions
• The Goal is to add Followers and get
Backlinks
• Use Twitter OAuth to Create your own
Promotion
• Use Bitly to Track your Clicks
• Tweet like Crazy
57. Spreading the Word
• Link Exchanges are Dead
• Email Reminders / Newsletter
• Comments / Contact
• RSS / Twitter / Facebook / ShareThis
• Forums: Deals.Woot / SlickDeals / Industry
Specific
• DOTD Aggregators: DODTracker
• Affiliate Programs
• Promotions Move Fast and are Gone in Hours
58. Future Trends
• Customers Comfortable With Deals (and Expect It)
– More Registered Users
– Flash Deal Timeframes are Shortening
• More Promotional Opportunities
– The “Me Too” Factor
– Specialization
• Promotional Sites Evolving
– Coupon
– Geographical
– HyperLocal / Mobile / PoS
– E-Commerce Products
• Social Media Sharing Services
• Specific PPC Ad Networks
59. Software is the Perfect Promotional Product
N i c o We s t e r d a l e
n i c o @b i t s d u j o u r .c o m
@n i c o w e s t
Hinweis der Redaktion
Ralph Cuomo opened the first Rays in Little Italy in 1959.In 1989 Luchese mobster Ralph Cuomo, 61 years old, was sentenced to 4 years for selling narcotics out of his pizzeria.
45% of San Diegoans get a Living Social email every day
People spend 2.5 hours a day checking their email
Cake shop that went out of business after doing a Groupon
- 50% of all food ready for harvest in the United States never gets eaten.- The United States spends about 1 billion dollars a year to dispose of food waste.- 300 billion pounds of food is thrown away every single year = 100 billion pizzas
Also Hyper-Local has yet to work!
If, starting tomorrow, we were to magically start selling ten times the amount that we are today which areas of our business would increase and which would stay the same.
MacBundleBox was started by a 16 year old in the North of England and made $2million in the first two yearsRemember Ray’s Pizza?
Noah Kagan on YouTubeViral Loop - book
$2million in 1 day given away
Wilkin and Sons Jams, a British jelly purveyor known for exotic flavors.24 flavors 60% stopped6 flavors 40% stopped24 flavors, only 3% purchased6 flavors 30% purchasedFewer flavors = *7 More Sales