I was approached with a simple brief…
The client, a start-up rookie trying to make a break from his 9-to-5 as a builder, wanted to have some level of comfort that the initial production run of his product would sell.
The product we were marketing is targeted at the 15 to 21 age group and is a boutique play (i.e. it differentiates by being better and more expensive). I suggested, instead of his initial desire to “go retail” and sell exclusively in shops (Worst. Idea. Ever.), that he sell exclusively online for the first run. This approach would allow him to:
He agreed and we (myself and Peter Wright, a great friend of mine and the dude who looked after all of the implementation) set about brainstorming a campaign. What we ended up coming up with was a little unorthodox but the results were truly spectacular.
The result? Truly phenomenal.
Within 7 days we had 1500 signups to the service with $0 Adwords or ANY OTHER PPC spend and an very healthy conversion rate of around 35%.
At the time of posting this the landing page has had just over 15,000 hits since it’s launch on October 23rd. If the conversion rate carried through they should have over 5000 signups by now.
The client was initially aiming for a Christmas release, then a January release, and then a Q1 release… (hopefully the poor kids who signed up will get their widget one day…) My point is that after 3 months the competition is still running and still going strong generating leads WITHOUT A SET END DATE.
All of these signups are motivated by 3 things: Free. Cool. First.
I’ll do another post shortly to report back on what sharing methods attract the most leads… There’s some eye-opening information there as well.
I don’t condone setting up an offer like this if you have no intention to follow through on your word (which remains to be seen here) but it goes to show that the barrier for permission is pretty low with the right incentive.