ALB#009 Dissection of a Marketing Campaign
This week Jason is relegated to the subs bench, and instead John is joined by Rob Rowe, who works within the team here at Big Idea Media, looking after the marketing for our sports betting brands.
Rob’s a really switched on marketeer, with a strong passion for writing copy, and putting big sales campaigns together. He’s worked for the likes of Skybet, NetBet, and Agora Publishing, so we’re very pleased to have him as part of the Big Idea family.
In this episode, John and Rob dissect a recent marketing campaign that was (in John’s words) “the most successful campaign we’ve EVER run” – We’ll give you a checklist of all the elements that you need to run a successful campaign in YOUR business, and give you real-world examples of exactly WHY this all came together so well.
Below is the transcription of our podcast for you to read through if you prefer:
John: Hi guys, and welcome back to episode nine of the Big Ideas podcast, where as always it is our job to help small businesses think bigger. Unlike usual, I’m not joined by Jason Brockman. Jason’s not here this week. Instead, in his place is the imitable Mr. Robert Rowe. Hello, Rob.
Rob: Hello. How’s it going?
John: Very good, thank you. Rob, introduce yourself. Let the listeners know exactly who you are.
Rob: I am the guy who looks after the marketing across the gambling brands, and Big Idea Media. We’ve got three websites mainly, and free racing tips, free football tips, and Form ratings. Yeah, that’s what I currently do.
John: Your background is in marketing, particularly around the sports betting sector, isn’t it.
Rob: Yes, entirely focused on sports bet marketing.
John: Fantastic. What we’re going to do today is, we’re going to dissect a marketing campaign that we ran, I think back in October last year, and it was probably, in fact they ran the stats, it was, the most successful marketing campaign, I think, we’ve ever run. Literally everything fell into place with this campaign. The stars aligned, and we literally smashed it out of the park, didn’t we?
John: Do you want to tell us a little bit about what the campaign was? Again, if you’re listening at home, don’t think, “I’m not a gambling business, I don’t own websites, this isn’t applicable to me.” This is basically tactics, tools that you can use in your business, regardless of the sector. But yeah, Rob, if you can just let us know a little bit about what the campaign was from our point of view?
Rob: Basically we run, on our free racing tips website we have several services, and one of those is the Lucky 15, which, if you’re not familiar to horse racing, is a service where you can win big from a small amount. It’s kind of a fun way to … You’re picking four horses, and if you get all four you’re going to win huge amounts; three, then you win a little bit, or quite a lot; two, you win a bit; and one, you break even. The idea was basically to promote that service with a hugely reduced offer of three pounds, from 18.95, I think it is?
John: Yeah, £18.95 is the normal monthly fee. We did, I think the first month was three quid.
Rob: Yeah. Then in addition to that we also offered the first 50 people a free mug, which is always popular, and a free ticket to the Gold Cup, was it?
John: Yeah, Gold Cup Day at the Cheltenham Festival.
Rob: And if they stay on board for three months, or until Valentine’s day.
John: Cool, that’s right. Then to give you the numbers behind this, it was I think a two-week campaign. Maybe just over two weeks. Wasn’t it two weeks and one or two days?
John: 805 new members, which gave us 2,415 pounds of upfront revenue, but that was insignificant in comparison to the potential 183,540 pounds annual revenue if they all stay to 12 months. Of course we know that’s not going to happen, the retention rates are not going to be 100%, but I think we are now just … No, I think we’re about two and a half months in. We’re just approaching the three-month level since the deadline passed, so some members have been in for three months now. Retention’s about 50%, which, if it maintains that, or if we end up with 35, 40% retention after the 12 month period, we’re still looking at high, five-figure sum in that first year, and some of those members will stay year after year after year, won’t they.
Rob: Yeah, it’s definitely a [inaudible 00:04:19], it’s just different levels of, a certain proportion will stay for maybe five, 10 years, and then just gradually …
John: Yeah. Then on the flipside we have those who joined in the first week, paid their 3 quid, won a bit of money, and then cancelled, bizarrely. We give them a fantastic service, but for those people, they were never going to pay full price for it, but we’ve got 3 quid out of them. They’re happy, we’re happy.
I mentioned this earlier, don’t worry too much about what we’re selling, or the specific offer. What we’re going to give you here is a framework, a model, that will work for just about any business. Let’s drill down into why it worked so well. First of all we had a reason for the campaign. Our reason was, it’s the third birthday of a product launch that we did three years ago. As excuses go that’s pretty weak, isn’t it.
Rob: But it’s proven to be our most profitable ever service.
John: Yeah, it’s National Donut Day, it’s the 5th anniversary of when I first launched the business, it’s my kid’s birthday. You don’t need a massive excuse. It doesn’t have to be your 10th birthday to run a campaign. It can be, “Ooh, it’s Black Friday, it’s Halloween, it’s Valentine’s day.” You can find something to attach it to as a reason to actually send it out. Don’t wait until you’ve got a really strong reason. Find a loose reason, attach it after it, and go with it. That’s lesson number one.
Lesson number two, there was real value in the offering that we put out there. It wasn’t just cheap. Because I know some people, that’s the only weapon they’ve got when it comes to sales, is, “I should make it cheap.” Again it was linked to the reason, so third birthday, 3 pounds. But what we did, we made that a no-brainer. The Lucky 15 service that we run is our most profitable service for members, so it’s actually our best product, and we’re offering a month’s trial for less than the cost of a pint. We also then had multiple offers to layer on the value, because remember we’re not just talking about price here, we’re talking about the value. We effectively said, “Give us three quid and we’ll give you a month’s free access. We’ll send you a mug, and if you keep paying us the full price, which of course could be coming out of your winnings by then, for three full months, we’ll also take you to the Cheltenham Festival, we’ll take you to the Gold Cup day, for 3.’ For 3 quid …
Rob: It’s a no-brainer.
John: It is. We just lay it on, that value, so much that, why wouldn’t you want to do that?
Rob: Especially when you’ve also filtered down the data in terms of what we’ve got in our database of our Facebook groups, and our email, where we know that these people are interested in this …
John: Exactly, we’re not sending this out cold. We’ve warmed these people up, and the relationship we’ve got with these people is pretty damn good. They know that actually, when we put out an offer, it normally is a bloody good offer. There’s no 10% discount here. This is heavily discounted, initially, but that’s our marketing cost. Discounting that first month is actually a cost. Well the cost of doing so actually brought in two and a half grand in revenue in that first month. You see they wouldn’t come in if it wasn’t discounted, or if there wasn’t some value. We didn’t have to make that 3 quid. We could’ve said, “Actually you get,” we’ve done it before, “Buy one month, get one month free.” Or we could’ve just said, “Actually we’ll take you to the Gold Cup day if you join this month. Pay full price.” But we decided to attach it to the reason for the campaign, and I think that worked quite well.
One of the key things we did was give people a reason to stay beyond that initial trial, beyond the initial sale, the discounted period. It’s really important to think of the figures 12 months down the line, rather than the initial beast of, “How many trials can we sell?” If we just put it out there at 3,000 pounds, we could sell thousands at 3 quid, but we don’t want thousands paying us 3 quid. We want hundreds paying, effectively, 20 quid a month. So we identified, again we drilled down into the data, into the stats, and said, if we can get people to stay for three months, they give the service a fair crack of the whip. They actually do try it. They’ve invested a little bit of money in it, but they’ve got to stay for three months. Once they stay for three months, they tend to stay for at least a year, because they get good results. What we’ve done there is, we’ve incentivized them to stay for three months.
Rob: Kind of helps them with that discipline side, in an area where that’s crucial.
John: It is. We’ve identified, basically, where the leakage happens, where the retention falls down. We say people, if they’re going to leave, tend to leave within the first three months, so let’s give them an extra reason to stay for three months. Because once they’ve been in for three months we know, looking at the stats, they’re likely to stay. Because they’ve been following the service, they’ve been following the rules, because we give them rules to sign up to, and we know their disciplines, and they’ve done things in the right way.
Another thing we did, motor pool deadlines. We all know deadlines get things done, so we put three of them in place. We said, “All right, first deadline is, act quickly, act now, because the first 50 people to sign up get a mug.” I cannot overemphasise the importance of a cheap-ass mug. These mugs cost us something like 5 quid to buy, print our logo on, and send out fully-packaged in a box, and people go-
Rob: People really want them.
John: They go mental for these mugs! We used to run a competition on a Friday, we used to call it Free Mug Friday on our Facebook page, and we would get, every week … All you had to do was leave a comment on the Facebook page. 200 people a week would comment trying to win a cheap-ass mug with our logo on it, so we started leveraging that bit. Because literally we have people messaging us saying, “Can I buy one? I’ll give you 10 quid for it.” It’s like, it’s a 5 quid mug. Go buy it yourself and stick the logo on yourself if you really, really want one that bad. But people really do covet them, so we use that. We did a Black Friday sale at the end of November, didn’t we?
Rob: Yep, same again.
John: Yeah, we said, basically, if you buy any product in our Black Friday sale, you get one of the mugs for free. “Oh, brilliant, where do I sign?”
That was the first deadline. The second deadline was really the main deadline. That was, this 3 quid offer is here for a two-week period. It ends at 5 PM on Halloween. Again, that’s a really specific date, and there’s a reason we chose Halloween; it’s because people remember that. When it’s the 22nd of October, and we tell you that your deadline’s on Halloween … You know when Halloween is. We tell you it’s 5 PM on Halloween, so it’s very specific. It’s not one of these, “This is here for a limited time only,” and no one knows how limited the time is.
Rob: Also it shows in our results, because I suppose emails that got some of the highest values were time-sensitive to that.
John: They were all about the deadline, weren’t they.
John: Again, we had the third deadline, stay till Valentine’s day, go to Cheltenham for free. Deadlines were mentioned, I think at pretty much every opportunity, weren’t they. Of all the emails we went, I would say probably 90% of them mentioned one of those three deadlines.
Rob: Possibly all of them, apart from maybe the last one.
John: The last one’s subject line was 57 minutes to go.
John: That was all about the deadline. No one could forget when the deadline was, and having the three headlines gave you a massive boost in the start, so you get that momentum of, you’ve got to be one of the first 50. YOu’ve got the middle deadline, which is actually the end-of-the-campaign deadline, of, be one of the first … No, sorry, “This offer is going away on Halloween at 5 PM.” Then you’ve got the third deadline, which is your retention deadline, which is right, the campaign’s long gone. We haven’t even reached this deadline yet. We’re recording this what, three weeks before Valentine’s Day, so this deadline hasn’t even passed yet. But it’s the, “You must stay until this deadline in order to claim your prize,” which is something of high value. Tickets are costing us, we’re getting a group rate, we’re probably paying 25 quid for a ticket, but the perceived value of going to a sold-out Gold Cup day is probably more like 50, 60 quid.
John: One thing we did with this, and this is a key, key thing, and the headline I’ve got for this is, “Proper planning prevents piss-poor performance.” Anyone who’s been in the military will know that saying. We took three months to put this campaign together, so one of the things we did, we looked at the conversion rate of the [savers 00:14:47] page, or the registration process, and we identified, actually there’s a problem with this page. The registration form was probably 30 fields long, wasn’t it.
Rob: Yeah, so it got simplified. Obviously it was just a simple click-through process.
Rob: Simple as can be for anyone who’s not particularly computer literate.
John: It was. Literally we spent three months planning out the entire campaign. What’s it going to look like? What’s the copy going to be? We perfected the copy. We polished that copy three or four times. We perfected the landing page, we made sure that the conversion process was optimised to work, and to work when it was launched.
Which leads on to my next point, which is that it doesn’t work. Well it did, but fixing that conversion rate issue on the registration process actually caused a separate problem which, I think it was something along the lines of, if you were using a particular browser and a particular operating system, and it was a particular minute of the hour or something like that, it didn’t work. So some people couldn’t sign up in the first 24 to 48 hours of the campaign. We launched, we had this big fanfare, “First 50 people get a mug, rah-rah-rah, brilliant!” Went to sign up, didn’t work, created mayhem for our customer service reps. But that problem actually … We fixed it within 24 hours, and that enabled us to send out an unplanned email, which was kind of, “Whoops, sorry about that.” Which I think, when we drilled down to the stats, was actually-
Rob: It was the second or third highest in terms of sales. It was 101 sales. 101.
John: 101 sales from a, “Whoops, sorry, we messed up.”
Rob: “It’s fixed.”
John: Yeah, “There was a problem, we fixed it.” I think we had a similar issue with one of the campaigns we ran last year, whereby I think we did a live webinar. Again there were technical issues that, we had a very, very tight deadline on this. The plan was we were going to do the webinar completely live, and the deadline was, “You’ve got to do this in the next hour,” or the next 90 minutes, wasn’t it? This really fixed deadline of, half past 10 in the evening on a Monday night. They just technically screwed up, didn’t work. Some people could watch it, most people couldn’t, so we just had to put our hands up and say, “We’re extending the deadline. The deadline’s now midday tomorrow, and here’s a link to the replay where you can watch on YouTube.”
We made more sales from that “Whoops, we screwed up” email than anything else, because we were open, we were honest. It wasn’t a highly polished, “Here’s handling the objections, here’s all countering.” It was literally a, “Ooh, we’re human, we messed up, but hey, guess what, we’ve fixed it, we’ve made it right. In fact we’ve made it better, because the deadline was 90 minutes, it’s now half a day.” With, I think, this campaign, we said, “It’s fixed, we’ve run out of mugs, but if you’re one of the next 50 …” We extended it from 50 to 100 mugs, “You’ll still get a mug.” We made the offer a little bit better for them.
We said about the “Oops” email being one of the best of the bunch, and that is one of, if not the, most important elements of the campaign. We did not send one email. We didn’t send two emails. We didn’t send three, four, or five. We planned to send eight emails over a two week period. It ended up being nine because we had that “Oops” one.
I know that there’s going to be a lot of people out there who will say, “Ooh, nine emails in two weeks? Just about one campaign? That’s too much. You’re spamming them.” What’s your take on that, Rob?
Rob: Sounds like a lot, but when you actually plan it out it’s perfectly reasonable, and it entirely makes sense. Because you don’t want each email to be too long, you kind of want them to be short, and each to have their own focus. Obviously we had testimonial-led, we had statistics-led, probably a few different testimonial-led. We had responsive type ones that we added in. As the campaign was going results were good, so we were able to add a few in. But yeah, no email was particularly long, just you’ve got to remember where the audience is going to be reading these emails. On the way to work, on the way home, at lunchtime.
John: Nine mails in two weeks probably would be a lot if we didn’t have that existing relationship with them. If we repeated this campaign every two weeks, we did a different campaign, and just kept firing sales emails out, yes then they’d get pissed off, and they’d soon leave. But we don’t do that. We warm them up, we make friends with them, we put a lot of value into that campaign, so that when we do a proper sales campaign it is well received.
If you take nothing else from this video, please, the fortune is in the followup. If we’d stopped at that first email, we’d have had less than 25% of the signups. 75% of those sales we made were made from the followup. Of course if people bought on that first email, they don’t see emails two, three, four, five, six, seven, eight, and nine, because they’ve bought the product. We don’t need to sell them something else, so we do stop. But if you don’t buy after one email, yeah, we keep them coming until you do. It’s the old adage, which I love to live by, “Till they buy or till they die.” Yes, people unsubscribed. They got pissed off, the unsubscribed, they put in spam complaints. You get people moaning and bitching at you, but more than that, we get sales. We get lots and lots of sales.
The people who are complaining, the people who are unsubscribing, the people who are moaning and bitching, they’re the people who aren’t going to buy from us. We haven’t persuaded them over nine emails, given them multiple reasons to buy from us, so they’re probably unlikely to buy from us anyway, so the best thing we could do is to get them off of our list and stop emailing them. Then they’re happy because we’re not emailing them any more, and we’re happy because our list is a little bit smaller, a little bit more manageable. We can go back to building a rally good relationship with that list. If you’ve got a really good product, that you know that this product can help the people on your list, it is your duty, it is your obligation, to show them, and to explain to them, why they have to have your product in their lives. That is all about our next point, which is layering on the value and countering objections.
Each of these nine emails didn’t say the same thing, didn’t all say, “It’s our birthday, go buy our stuff.” They all said something a little bit different. They either introduced the offer, focused on that initial deadline with the mugs, the “oops” email. We had the historical stats, “Looking back over the last three years of the service, here’s what money you would’ve made if you’d been back in them. We had testimonials. Then the last three or four emails went heavy on the final deadline, didn’t it. It was literally …
Rob: Yes, 10 hours, five hours, two hours, one hour …
John: Yeah, it was literally, you start, I think, 48 hours to go, and then it’s 24 hours to go, and then it’s, deadline is today, so if it’s a 5 PM deadline we send it out at 7 or 8 in the morning, “There’s 10 hours to go.” Then, I love that last one, “57 minutes and counting.” That’s very much a “Tick-tock, tick-tock, come on.” Almost saying to people, “Look, this is the last time. This really is your last chance. After now, it’s gone. Yes, you’re going to stop getting our emails, but this offer is going away. Do it now or bugger off, because it’s …” I’m trying to think of a way to say this without swearing. “It’s crap or get off the pot time.”
Rob: That works.
John: It does, absolutely. Of those nine emails … You had the stats early, didn’t you?
John: Every single one of those emails made sales.
Rob: Yeah, I think the last one actually got something like 63.
Rob: You consider that they’ve only got 57 minutes …
John: We could’ve given up on that. We could’ve said, “We’ve given them a two-hour notice; why do we need to give them a 57 minute notice?” There’s 62 reasons we needed to do that.
The worst email, we were looking at the stats earlier weren’t we, just before we’d come on the air.
John: How many did that do?
Rob: I think that was 65, or something around, in the sixties.
John: Oh, I thought it was a little bit lower now, was it 50 …
John: 56, yeah, something like that. That was our worst-performing email. Every single one did sales. The worst one …
Rob: It was the third email, and it was maybe stats related, so it’s kind of reinforcing why the service is good. THey’d already had the initial launch emails and the, “It’s fixed.”
John: Yes, the worst email brought in what, 150 quid upfront revenue, and potentially, what was it, 1,200, 1,300 pound a month. That was our worst-performing email.
John: Fantastic. The reason that works, sending these different types of emails, is because every single email made sales. Every single email speaks to a different type of person. Some want to grab the best deal, so that will be, “You get the mug, and you get the 3 pound offer, and you get the ticket, but you’ve got to do it now. You’ve got to be quick. You’ve got to be first.” Others want to be convinced. “Give me some stats, give me some numbers.” Some then won’t believe those numbers until they hear it from someone objective, so, “Give me some testimonials.”
Then everyone, everyone, leaves stuff till the last minute. “Ooh, that’s a really good offer. I like the sound of that. I’ll do that later. Yeah, I’ll do that when it’s quiet. I’m on the phone at the moment, I’ll do that when I get on the desktop. I’ll do that when I get home tonight. I’ll do that when I get into the office at lunch time.” Then it gets forgotten. Our job, our duty, our responsibility, is to remind people, “5 PM, Halloween. That is your absolute deadline.” The amount of people that converted, probably haven’t got the stats there Rob, but the last three or four emails, which are all deadline-based … Let’s have a look. Yeah, countdown 155 90. 240 … Or is that the last three there? We’ve got, probably 35% of the sales just came from the last few emails, which were all deadline, “Tick-tock, come on, clock’s ticking, time to do this now.” Again, if you learn nothing from this, deadlines get things done. Give them a deadline, and email them lots.
But don’t just email. Another reason this worked really well was, we had a good mix of online versus offline. We had Mel, who is our customer service rep, hi Mel, if you’re listening to this, and she was on the phones to everyone. Anyone who’d clicked through from an email but didn’t buy, she got on the phone to them. “Hi Rob. Saw you clicked on the email yesterday for the Lucky 15 campaign. Was there a problem with the signup? Did you have a problem with PayPal, or with your credit card?” “Actually, I’ve got an objection here that you need to answer.” “Okay, well here’s some stats. What can I send you?” Bla-bla-bla. She was closing them left, right, and centre.
centre didn’t just proactively go out and hunt for people; we invited them to call in. So many websites don’t do this. We literally … I think some of the copy, you put it in the PS, some of it you put it in the main copy, “If you’ve got any questions, if you hit any problems, give Mel a call. Here’s her phone number.” Again, looking at our market, there’s a lot of older people. Older people don’t necessarily trust the internet very much, so the opportunity to pick up the phone and, “Oh my god, there’s a real person there.” The amount of comments that she had saying, “Oh my god, it’s so refreshing to know that there’s a real person behind this website.” Because they all see websites, but they don’t actually realise that, yeah, there are real people behind it, and we actually do have their best interests at heart.
Online, offline, multiple media as well. We had not just emails, not just the website, but we also made quite good use of Facebook, didn’t we?
Rob: Yeah. We could’ve used more, but we did use it.
John: We had several posts, images, live videos, but in particular it was Joe’s … It was his last … He went live at 4 PM on Halloween, then he said it was literally, there were 60 minutes to go, and I think we found a YouTube video, didn’t we, of a countdown clock. Which, it went round in a circle and it had, “There are now 59 minutes and 51 seconds, 50 seconds, 49 seconds.” Literally, he pointed his camera at this YouTube video, and just chatted for an hour about the Lucky 15, how it’s gone, how the system works, how the service campaign has gone. Then people were, A, they were signing up, but then some people would ask a question. “Actually I’ve got a problem. How does this work? What happens after the first month? Do we automatically get re-billed?” Joe can then explain everything, he can answer objections there and then, live. He’s literally monitoring comments, talking to camera, “So-and-so’s got a problem, yeah I can answer that for you.”
We also had Mel sat on that same thread, so she was able to PM people, so if they were saying, “Look, I can’t figure this out, PayPal isn’t paying, bla-bla-bla,” she can jump on a phone call with them. She can post a message to them. She can literally hold their hand, take them over the line, literally to the exact minute Joe was reinforcing that deadline.
If you happened to be scrolling through Facebook between 4 o’clock and 5 o’clock on Halloween, and you’re one of our members, you will have seen this very engaging, very bright countdown clock, and you will have gone, “Oh my god, what’s that?” You know what it is, because we’ve told you nine times previously that there’s this deadline, but all of a sudden it’s in your face on Facebook now, with this tick-tock, tick-tock clock. You click on it, Joe’s then reminding you, “Just to warn you guys, there’s only 22 minutes left now. Time to get a crack on.” Of course as it gets closer and closer to the deadline, the clock turns read, so there’s now just three minutes and 28 seconds to go. “Come on guys, this is your absolute last chance.” It just worked so, so well.
We put a tracking link just on that video, so we had 21 sales that absolutely would not have happened …
Rob: I think it ended up being around 26.
John: It was 26, was it?
Rob: Around 26.
John: Fantastic. Again, that’s brought in 75 quids worth of upfront revenue, and 26, 500 quid a month. [inaudible 00:31:40], just from an hour’s work, just from Joe sitting there for an hour talking to the camera on a live video. Phenomenal. Again, it reinforced the deadline, but it was that multiple media. These people had all seen nine emails, they’d maybe had a few phone calls with Mel.
Rob: And now they’re [crosstalk 00:32:01].
John: They’ve seen it on the website. Yeah, and now all of a sudden they’re talking to Joe. Joe’s the big man, the man himself, who is mister tipster. All of a sudden now, “Oh my god, he’s there, he’s answering me live. He’s answering my questions.
Rob: It’s a [crosstalk 00:32:11], yeah.
John: Yeah. This was a biggie, and this is one of the reasons we had such big numbers on the Lucky 15 campaign. By sheer luck, the Lucky 15 service had one of its most profitable weekends of the year immediately before the Halloween deadline. Halloween was on Monday, and I think we had, If you were backing it to one pound stakes, you would’ve made something like 1,000 pounds over the course of the weekend. We’d had people who had joined on, say, the Wednesday or Thursday of the week before. They’d paid 3 pounds to join, we sent them a mug, we told them we were going to take them to the Gold Cup, oh and we’ve just won them 1,000 pounds. All of a sudden our Facebook page went mental with people just posting [backslips 00:33:13], “Oh my god Joe, I love you, you’re brilliant! Fantastic, this is the best service ever!” It was just an avalanche of social proof. It was Facebook post after Facebook post of, “I’m in, I’ve bought this service, and it’s brilliant. I love it.”
Rob: Which is also perfect for us to keep all of this … We’ve obviously kept all of this as future material that we can use in our future campaigns.
John: It is, any testimonies we get like that now go straight into this white file, and yeah, we used it again. Because we hadn’t planned that, or we couldn’t plan that. Because we always planned to have winners, but there’s no way we could guarantee that the Saturday and the Sunday before a Monday deadline, we’re going to hit three winners from four, or four winners from four. Couldn’t guarantee that, but what we could’ve done is, we know that these paydays do come around, so when we have them, even if that’s March the 23rd, by planning the campaign in advance, we go into this white file, and we’ve got screenshots of these winning bet slips, and these testimonials, and people saying how brilliant we are. What we could’ve done then is, we could’ve actually dripped those out through the Facebook channel throughout the campaign. We could’ve actually said, “We’ve got 25 testimonials here; let’s drip one out every day throughout the campaign. Then towards the end of the campaign, let’s put two a day, or let’s put three a day.” Just to demonstrate the social proof of, when our members join, they win money. They give us testimonials.
Again, don’t think gambling guys, don’t think you have to have a Facebook page, this is just social proof. If your customers love what you do, and they’ll tell you that they love what you do, swipe that, put it somewhere safe. When you do a campaign, get it out again, dust it off, and show it to your potential customers. If your customers don’t tell you that they love you, ask them if they love you. If they say they do, get them to give you a testimony. We got lucky this time, didn’t we?
Rob: A little bit. You make your own luck.
John: Yeah, and next time we won’t rely on luck, because we will have these testimonials. Next time, yes, there will be a next time. Because so many businesses that we speak to run the odd good campaign. When you say, “What’s the best marketing you’ve done,” it’s “We did a campaign five months ago, that I thought was really good.” “Oh yeah, cool. When are you running that again?” “I don’t know, I haven’t thought.” “Okay, well where did your sales come for this year?” “We sent the sales letter back in the summer. It was really good. We sent the sales letter out three years ago. That was really good when we sent that.” “Why haven’t you sent it in the last three years?” “I don’t know really.”
So many people think of campaigns as being a one-off. This is a campaign that we’ve digested. We’ve done that today, we did this at the time during the campaign. We can dust this off and sell a different product using this campaign structure, using a lot of the copy that we wrote. So many people, they get something that works and then never send it again. I now think of this as an asset that the business now owns. It’s an asset that we can just dust off, improve, iterate, and reuse time and time again. As I say, this is the best marketing campaign we’ve ever done, so from now on, this is the basis for all future marketing campaigns as well. This is the model, this is what works for us. Let’s just iterate from here. Let’s not deviate too far from this proven model that works. Even if we did nothing else, then next October we dust this off and absolutely repeat it for our fourth birthday, with a 4-pound offer.
Rob: Then getting other partners involved as well. A few little additions that we can make.
John: Yeah. That’s the thing, we would look at it and say, “Right, we’ll do it again in October, we’ll make it four pounds. It’s the same campaign, but how can we improve it?” I think, like you say, working with affiliates more, probably launching with the Facebook Live. We’ve actually nailed Facebook Live at the end of the campaign.
Rob: We have WhatsApp, and obviously we’ve got phone numbers.
Rob: And Twitter. We didn’t really do too much on that.
John: Nope. SnapChat as well, we’ve got that.
John: These are all little things that, they’re minor, minor things that could’ve … I look at the it and say, we could’ve probably done another 50 sales.
Rob: Yeah, definitely.
John: With these minor channels. We’ve nailed the big ones, which is great, but for the sake of an hour invested in setting something up for these channels, and we’ll come to your [tool of the week 00:38:35] in a minute, which will help you with marketing, taking planned marketing campaigns to these channels. For that first deadline, for example, Joe could’ve been on Facebook Live with a mug. We know how much people covet these mugs, but actually having one that you can show to the camera and say, “Here’s a mug. The first first 50 of you are going to get that.” Then literally you come on a day later, “We’ve only got seven of them left, so you need to act really, really quickly.” The next seven, that’s it, they go on. They would say, live, we would pass that first deadline live, and it’d be, “Unfortunately the mugs are gone guys, but we’ve still got X, Y, Z.”
Because think of it, we’ve pretty much ignored Twitter. We’ve got like 9,000 followers on Twitter, and as far as this campaign’s concerned, it was business as usual for Twitter followers, wasn’t it. It was just, “Here’s today’s tips.” Here’s how the horse race is going today.” There was no mention of this campaign at all. If our members only used Twitter, or only use Snapchat, or WhatsApp, or they get tips via text message, they didn’t even know that we had a campaign.
Rob: Yeah, [inaudible 00:39:51].
John: Which is shocking, yeah. So it was an awful campaign.
One area we haven’t touched on, which I would’ve liked to have put in, is the direct mail piece as well. We’ve done a lot of work with direct mail over the years, and it’s not our best-performing. Our email remains our best performing channel, but direct mail really does have a place within the overall campaign. I would maybe look at sending maybe a sales letter mid-campaign, back to those … Literally I’ll narrow it down to those who’ve clicked through to the website, but haven’t bought. Maybe those that Mel has spoken to, or Mel hasn’t been able to reach … Sending out a few hundred letters, a sales letter mid-campaign, maybe even follow up a quick postcard, like when there’s 72 hours to go or four days to go, just to say, “Come on, tick-tock, time’s running out, the deadline’s coming.” Again, so they’ve got something physical in their hand that reminds them to do it. Because we know the deadline’s what got most people over the line, but if people weren’t at their email, if they weren’t on Facebook, having that physical bit of paper, or that physical postcard, in their hand, dropped through the letterbox, three days before the deadline, they’ve got something physical to remind them every time they pass, if they put It somewhere safe, to go and do that.
I’d certainly look to try a little bit of direct mail in there. Just a few hundred pieces. I’d test it, again I’d put tracking links in place so I know I’m monitoring the effect of it, when actually this costing us 150 quid to send out, versus a free email, but does that generate … Like the Facebook Live video generated 500 pound a month of revenue; if a 150 pound direct mail spend does the same thing, yep, I’m happy to do that.
Rob, normally at this point I would turn to Jason and ask him for his tool of the week, but Jason isn’t here this week, so that means I’m going to need to ask you to … I hope you’ve bought your toolbox with you.
Rob: I most certainly have.
John: You have, fantastic. What have we got this week?
Rob: We have a tool called Meet Edgar.
John: Meet Edgar.
Rob: Which is a pretty amazing tool, which you can manage your social media platforms and plan campaigns out in advance, so you can have Facebook groups, pages, Twitter, all those things. You can have copy or promotion material that you can just pump out. It can just be tips, advice, anything, to keep your social media pages active every day. Just running in the background, you don’t need to really do too much. You set it up, you organise what times, days, everything like that, that you want it to go out, and then you just let it do its work.
John: Fantastic. Because we’ve signed up for this recently ourselves, haven’t wee, and we’re starting to deploy it in our businesses. I like to think of it as like a pool of content. You can dump all the content you’ve got into Meet Edgar, and we’re going to use this on our Facebook page. All of the videos we’ve done for the podcast, all of the in-between-isodes that we do for our Facebook group, all of the blog posts I’ve done after that, we can literally put everything into Meet Edgar and then just say, actually every Wednesday at 7 PM, release one of the old podcasts episodes.
Rob: Yeah, so it’s perfect for anything that’s not time sensitive, or anything that you can make non-time-sensitive. Just whack it into Meet Edgar, and then organise it, and then it will just save you a lot of hassle.
John: Again, going back to the social proof stuff from our campaign, we could’ve loaded … Say if we had 27 testimonials, or 27 screenshots of Facebook winning bet slips, and people going mental and saying how brilliant it is, we could’ve loaded those into Meet Edgar and just said, “Pick one of those at random, every day, at 10:15 in the morning, during this two-week period.”
Rob: Yeah, for the duration of the [crosstalk 00:44:28], yeah.
John: Fantastic. It’s not free, is it. It is a paid tool.
Rob: Yeah, it’s a paid tool.
John: Is there a free trial or anything like that?
Rob: No, you have to … It’s quite good the way they do it, isn’t it, you have to get an invite to join up, or sign up. You sign up and then they send you an invite link, and then you just pay to join up. It’s just a one-off fee.
John: Yeah. I think we paid annually, didn’t we?
John: Because I like to get the value out of everything. You can try it for a month. If it’s not for you, obviously you’re free to cancel, but I think this is a really, really useful tool. It’s not like Hootsuite or anything like that, where it’s just managing multiple social media accounts; it is literally a content delivery platform for various social media channels, isn’t it. I know when it was recommended to me several months ago, the people who recommended it to me were absolutely raving at it. Now that we’ve had a little play with it, I think we’re absolutely raving about it. Because it is a game changer, because you can constantly refresh … If you’ve got a lot of content, you can constantly refresh that content and put it out there as new.
We’re recording this now, we’re on episode nine of the podcast, but let’s fast forward a couple of years when we’ve got 70, 80, 90 episodes. These early episodes might get buried, but actually, thanks to Meet Edgar, they won’t do. Because we can just dig one out from the archives every week, or twice a week, and people can actually listen to old episodes, and it will just ensure that your content gets used.
That is our tool of the week this week, Meet Edgar, and we’re back next week. Well you might not be, Rob.
John: You’ll be behind the camera once again producing things, and Jason will be back next week, normal service will be resumed, when we’ll be talking about conquering your fears.
As usual guys, if you want to comment on this episode, if you want to join in on the conversation, do come and join us in our Facebook community, which is BigIdea.co.uk/Facebook. We do the live recording of the episode every Monday, lunch time, in the Facebook group. You can come and watch the live video. Also do exclusive in-between-isodes and other content, just for the Facebook group, so if you only listen on audio, you are missing out. Come in, watch the live recording, and you can talk directly to us.
Finally, the only other thing to tell you is that, as always, the show notes for today’s show, everything we’ve talked about, linked everything that we’ve mentioned. Rob normally writes that down, and I’m hoping he’s remembered them this week as he’s actually in front of the microphone.
Rob: Yep, it’s all there.
John: Show notes will be at the usual place, which is BigIdea.co.uk/Podcast. All that remains for me to say is, hope you have a fantastic week everybody, and I will see you next week. Bye-bye! Say bye, Rob.
John: Cool. See you, bye!
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