Question

What was your craziest marketing campaign that worked?

It's easy enough to start a blog, build an email newsletter list, run Facebook or Google ads, Tweet regularly, and more. Those are table stakes today.

What are some of the more interesting marketing campaigns you've run—real-world marketing, unique Tweetstorms, taking a risk on early podcast ads, or anything else—and how did they work out for your team?

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#Marketing #Sales #CRM
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Jelco's avatar
14d

I work as the marketing director for B2B SaaS in the digital marketing space, mostly SEO agencies. All of our potential users already use an SEO platform, so this market might be described as dark-red ocean :)
In 2019 we've launched our first mobile native app which we believed would greatly improve the day-to-day workflow of people working in an agency. Knowing that people would rather not install a new app just to try it out we decided to do something different.
I researched online and found out about Renewd, an iPhone refurbisher that sold iPhone 6s for about $100. We selected a target of CEOs and founders from agencies and we mailed the iPhones with the app pre-installed.
100$ plus postage and packaging might seem pretty big, but our LTVs and 1% churn can work with very high acquisition costs.
Some of the iPhones got lost in transfer, and some were just acknowledged with a polite email thanking us. But! A few responded and started a trial. The campaign also had an awesome ROI.

Here a link to one of the digital marketing agency founders who've received an iPhone https://www.linkedin.com/posts/simpsongareth_wow-thank-you-seomonitorcom-for-this-activity-6521711824432439296-Hb8U

5 points
BlakeT_'s avatar
@BlakeT_ (replying to @Jelco )
13d

This is awesome.

This is the kind of stuff I really like to read about.

Tweaking a word in ad copy is okay, but this is what really moves the needle!
Did you package it in a cool way, or just ship it in a standard box?
Did you use fedex or usps?

Thank you for sharing!

3 points
Jelco's avatar
@Jelco (replying to @BlakeT_ )
12d

Thank you. I think you'll like the one time when we drove a never seen before Tesla (in Europe) into a Conference Center so that people can experience our webapp on the giant screen inside the car :)

3861dc69-8865-475e-864c-fdc4444c91c3.jpg

229063f8-b9a8-4c99-99c0-51f4173b15b0.jpg

1 point
maguay's avatar
@maguay (replying to @Jelco )
9d

Ok the Tesla is a super fun idea, very impressive!

1 point
Jelco's avatar
@Jelco (replying to @BlakeT_ )
12d

The package already had a bit of rugged feel to it so we were able to just use a higher density paper and stick it on the front.

1554897264601.jpeg

1 point
maguay's avatar
@maguay (replying to @Jelco )
14d

@Jelco Wow that's definitely a crazy idea—neat to hear it worked and actually had a positive ROI! Was the hope that it would be so surpising getting an iPhone in the mail that people would share it, or were you directly seeing it as $100 for a single user acquisition?

Reminds me of the new universal chat app Beeper that's mailing a jailbroken iPhone to users to get their iMessage messages working on Android. Talk about thinking outside the box!

1 point
Jelco's avatar
@Jelco (replying to @maguay )
12d

It worked really well in the end because of the lifetime value of our subscriptions. A Rank Tracker, is the equivalent of an ERP to a SEO focused digital marketing agency, so they value it at around the. cost of a full time employee.

3 points
bigal123's avatar
@bigal123 (replying to @Jelco )
8d

Epic

1 point
disruptivedave's avatar

Reddit ads, famously difficult nut to crack, particularly when I ran this campaign about 6 years ago. It was for my (now defunct) startup that sent customized indie music tracks through email. We couldn't get traction thru Reddit ads, but the audience was there. So we went the unexpected route. I designed an ad that simply stated "They told me not to advertise on reddit." When you clicked it, this was the landing page: https://imgur.com/a/cydFXiQ. By far the most profitable campaign I ran on Reddit.

We also created a microsite for the same brand called "woodyharrelsong.com" then ran (definitely not legal) ads against it. The site showed Woody Harrelson in various stages of sadness due in part to the viewer's poor choices in music. https://imgur.com/a/mLexKlQ

3 points
maguay's avatar
@maguay (replying to @disruptivedave )
7d

That's fun. Feels like one of the only ways to get noticed with ads—if your product doesn't fit directly into the buying flow where someone's searching for X and you can advertise directly—is to do something entirely unexpected.

The latter campaign reminds me of the "How bad is your Spotify?" app from earlier this year.

1 point
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