Fietsenmerk VanMoof heeft haar rol als internationaal innovatieleider te danken aan haar tegendraadse aanpak op alle fronten: van ontwerp, tot productie tot retail. Het Nederlandse merk doet alles anders dan welk merk dan ook in de fietsindustrie. Zo ook haar online advertising strategie. Growth marketing outside of the box. Onconventionele keuzes die bijdragen aan de snelle groei die VanMoof met haar marketingstrategie heeft bereikt.

1. Getting the next
billion on bikes
Webwinkel Vakdagen
simon@vanmoof.com
@vreeman

2. 150+ employees
8 brand stores, 25 online markets
Founded in 2009
Over 100,000 riders
globally
90% designed and
produced in-house
Winner of Red Dot design award, and
Fast Company’s innovation by design award
VanMoof in a nutshell

8. Super-powered bikes

11. Always innovating
making our bikes
smart, fast and
easy to use.

14. Outsmart with
Growth Marketing

15. Outsmart with Growth Marketing
WalkCrawl Run

16. 1. Crawl
Fix the basics

17. Be Functional
● Does our site work on all
devices?
● Does our website loads quickly
and is it responsive?
● Our visitors do not bump in to
404 pages or other errors.

18. Be Functional - Does our website loads quickly?

19. Be Functional - Does our website loads quickly?

20. Be Functional - Error free

21. Be Functional - Error free

22. Be Functional
● Does our site work on all
devices?
● Does our website loads quickly
and is responsive?
● Our visitors do not bump in to
404 pages or other errors.

23. 2. Walk

24. “For us to achieve
our goals, visitors
must first achieve
theirs.”
— Jeff Bezos, Founder & CEO of Amazon

25. ● Continuous channel
and funnel monitoring
Start optimizing
● Native lead generation
campaigns
● Look-a-like modelling based on
top customers.

26. ● Listen to your users &
customers
Start optimizing
● Adapted to all buyer modalities
● Tailored to various customer
journeys

27. Adapted to all buyer modalities

28. Adapted to all buyer modalities

29. Be Functional - Can users purchase a bike?

31. 3. Run

32. Our Super Simplified
Customer Journey
Top of class media that inspires and engages.
Tools of the Trade: Main video platforms, Bike Hunters series, PR outreach to
influential news outlets
Metrics & KPIs: video-views & cost / view
High quality content that builds thought leadership & authority.
Tools of the Trade: VanMoof blog, Always-on display & text campaigns, Brand-store visits
Lead-gen programs
Metrics & KPIs: Leads & cost / lead
DR campaigns combining effortless & creative messaging with
behavioral triggers.
Tools of the Trade: Email marketing, Paid Social, Search (Paid & organic)
Metrics & KPIs: New customers & CAC
Highest standards in customer care and referral program.
Tools of the Trade: Email, SMS and push, VanMoof.com, VanMoof mobile app
Metrics & KPIs: Repurchase rate & Retention rate (subscriptions), Referrals
See
Think
Do
Care
Bring e-bike curious prospects onto our
radar through world class content and hyper
focussed targeting
Drop first cookie and/or capture email
address of people with high intent
Convert customers by
minimizing effort and risk
Build lasting
relationships

33. Paid Owned
Earne
d
vanmoof.com
Stores
App
Social accounts
Email
PR
Word of mouthReviews
Shares
PPC
SEO
Display
Paid social
TV
Out of home
Utopia: the perfect mix across the journey
SEE
THINK
DO
CARE

34. Outsmart with Growth Marketing
● About our audience
● About messaging
● Effectiveness of marketing on brand &
sales
Learn
● With creative assets
● On different audiences
● Across all phases of the customer
journey
Experiment Earn
● Maximise conversions at the lowest cost
● In the countries we’re currently active in
● And new countries and regions

35. Measurement of incremental effect for all channels
Test ride forms
Onboarding offline conversions
Quarterly brand tracker
Branded, direct & referral traffic
Referral program
Engagement metrics &
virality per post
Rankings per keyword
Authority of domain & links
Peak analysis on traffic
Lift studies
Geo-experiments
User hold out
Paid Owned
Earne
d
vanmoof.com
Email / BounceX
PR
Word of mouthReviews
Shares
PPC
SEO
Display
Paid social
TV
Out of home
Stores
Avg. rating & NPS

36. “Your brand is what
other people say
about you when
you're not
in the room.”
— Jeff Bezos, Founder & CEO of Amazon

37. ● NPS Surveys
● Google Customer Surveys
● Connect Offline & Online
● Attribution modelling
● Propensity modelling
● Brand lift studies with
YouTube & Facebook
Learning & Earning

39. ● In the USA
● 41.7% lift in Brand Awareness
● Which of these brands
have you heard of?
● 55.0% lift in Consideration
● Which of these brands would
you consider purchasing?
● 2234.5% lift in Brand Interest
YouTube Brand lift study

40. 360 omni channel multi-device data-driven
customer journey attribution modelling

44. Paid Owned
Earne
d
vanmoof.com
Stores
App
Social accounts
Email
PR
Word of mouthReviews
Shares
PPC
SEO
Display
Paid social
TV
Out of home
Utopia: the perfect mix across the journey
SEE
THINK
DO
CARE

45. Outsmart with Growth Marketing
● About our audience
● About messaging
● Effectiveness of marketing on brand &
sales
Learn
● With creative assets
● On different audiences
● Across all phases of the customer
journey
Experiment Earn
● Maximise conversions at the lowest cost
● In the countries we’re currently active in
● And new countries and regions

46. Measurement of incremental effect for all channels
Test ride forms
Onboarding offline conversions
Quarterly brand tracker
Branded, direct & referral traffic
Referral program
Engagement metrics &
virality per post
Rankings per keyword
Authority of domain & links
Peak analysis on traffic
Lift studies
Geo-experiments
User hold out
Paid Owned
Earne
d
vanmoof.com
Email / BounceX
PR
Word of mouthReviews
Shares
PPC
SEO
Display
Paid social
TV
Out of home
Stores
Avg. rating & NPS

47. Resources well spent
10%
70%
20%
The usual suspects: Google Ads (YouTube, Search Ads, GDN), Paid Social
(Facebook, Instagram, Audience Net., Twitter), Display (P161).
The new stuff with high potential: performance TV, podcasts,
personalization, native advertising, Local SEO, referral program, etc...
The moonshots: uncertain but might open new possibilities. Failure is a likely
outcome. Full creative campaign for B2B sales, Voice, VR/AR

48. To help our riders
To engage with our audience
To attract new audiences
Make awesome content.

49. Make awesome content
Content that is so rich & engaging,
your customers tell the brand story, on- & offline.
Bike Porn, Rider Stories, Bike Trap
Curating high quality content
building thought leadership and authority.
Monthly Bike Hunter episodes, Blog
Creating content to build a presence in the market.
Addressing audience need for information.
Unboxing the Electrified S2 or X2, Customer Support videos
Evangelism
Content
Thought
Leadership
Content
Presence
Content
Hero
Hub
Help

51. Thanks
Happy riding
simon@vanmoof.com
@vreeman