case study 8x in 9 months increase in monthly customer ...€¦ · p.s. mail.ru group (the...
TRANSCRIPT
CASE STUDY
8X In 9 Months Increase In Monthly Customer Acquisition Rate
8X In 9 Months Increase In Monthly Customer Acquisition Rate 1
THE PROBLEMMegaplan struggled with Customer Acquisition. Back in 2010, companies in Russia didn’t trust online services. They were convinced service providers would sell their data to competitors. Everybody wanted to have project management software installed on their own servers or just used emails to manage projects.
Megaplan was founded in 2006 in Mos-cow, Russia to help entrepreneurs plan their day, collaborate and get quick ac-cess to the information they need to grow their business.
Polls rank Megaplan a leader in cloud-based project management solutions in Russia.
THE RESULTS- Monthly customer acquisition rate increased by a fac-tor of 8 (from 300 to 2500) in 9 months.
- A significant increase in brand awareness. Polls ranked Megaplan a leader in cloud-based project management solutions in Russia.
- Megaplan is a “Runet Prize” nominee. “Runet Prize” is a national award of the Russian Federation. First awarded in 2004, the prize honors top
Russian high-tech and internet companies.Tweet 1 / Tweet 2
THE GOALBuild trust, help businesses reduce their IT costs and be more productive, using new cloud-based services.
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HOW WE DID THATWe did a lot of work during 9 months to achieve ambitious goals.
Our activities included: web-site redesign, personalized land-ing pages for better audience targeting, email marketing cam-paigns, user contests, partnership with influencers, public talks, event management (more than 20 events in 6 months), and project management master-classes.
8X In 9 Months Increase In Monthly Customer Acquisition Rate
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- Megaplan was recognized as the most mentioned company at RIW2010 conference (Russian Internet Week- 2010), and as an example of great PR at numerous marketing conferences.
HONOR & AWARD With Megaplan’s success, I was listed in the “100 future .RUnet stars” (#9 in marketing) in 2011.
Rating focused on young internet specialists (under 30 years old), whose work directly affected the success of important Internet projects and who already had been known among professionals and users. The main purpose of the rating was to identify who could become iconic figures and determine the shape of Runet (.RUnet - Russian Segment of The Internet) in the future.
38X In 9 Months Increase In Monthly Customer Acquisition Rate
THE RIW-2010 CASEYou can get away with pretty much any idea of promoting your business at Internet/Tech conferences in Russia. The crazier the
better.
That’s why Skillopedia (photo on the left) came up with a body art show idea at the RIW-2009 (Russian Internet Week 2009) conference in 2009.
RIW is the main annual fall event of the Internet industry with an 11-year history. Year after year it gathers key fig-
ures in the world of IT business, government, start-ups, global business (over 25,000 visi-tors).
The show was so popular that we decided to recreate it for Megaplan in 2010 (photo on the right). But make it better. Much better.
We hoped last year visitors still remembered the Skillopedia girl and would make even more buzz about Megaplan doing the same thing this year. The goal was to get as much publicity as possible without a big marketing
budget available to big companies.
Also, the word “plan” is slang for “weed” in Russia. That makes Megaplan also a “megaweed” :-). So
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we decided to pack a green tea that imitated marijuana in small plastic bags as sou-venirs for the company’s booth visitors.
The event was a huge suc-cess. We let people take
Segway rides inside the con-ference pavilion, take photos
with girls, gifted them with “weed”, etc. Megaplan literally
stole the spotlight. We got thou-sands of tweets and some major media
coverage. It was called the most mentioned company at RIW2010 conference.
P.S. Mail.ru Group (the world’s 7th largest Internet business in terms of page views, the largest Internet company in the Rus-sian-speaking world) loved our body art idea exe-cution so much, they asked for the body art artist’s contacts and worked with him on the 2nd day of the conference. -->
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