ed relf (laundrapp): the 10 great failings of a mobile marketer @mmsmobile2017

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digital entrepreneur / 20 years experience


”The 10 Greatest Failings of a Mobile

Marketer”


”…and some insights along the way”

a revolution happening right now in laundry & dry cleaning


that revolution is digital


remote controls for our lives



BIG challenge, changing consumer habit

…to create a habitual service.


…change is easier to influence before habit is formed



convenience & quality

the world’s most advanced

on-demand laundry & dry cleaning platform.


a multi-billion £ market, untouched by digital



take war to the washing machine!

a generational opportunity to change an industry



so how did we achieve this?


increasing cost of installs

remaining ‘top of mind’ is increasingly hard

proliferation of marketing channels

people downloading & using fewer apps

driving repeat use is tough

most people fail


”The 10 Greatest Failings of a Mobile

Marketer”


1. Honesty. we’re all learning.


everyone in digital is an expert

“Dead fish go

with the flow”- Roy Keane


2. Be comfortable with being uncomfortable


If we’re not uncomfortable, we’re not pushing ourselves far

enough


mobile first business, leveraging offline to scale


find 3 channels that workand scale them aggressively


forget web at your perillower CPA, no install required, leads to efficient mobile re-marketing


3. Give up on the playbook…


if there was one, it would be re-written by the

time it was finished…


A typical callHello, is that Edward

Ed speaking

How are you today?

HOW CAN I HELP!

We’re XXX we’ve nailed digital! Our playbook revolutionising XXX. We’re

working with XXX, XXX, XXX… We can help you double your customers…(60

second pitch)

How are the Bahamas today?

Sorry?

Bahamas. You’re an expert right, you must have retired already?

Sorry I don’t follow?

Why are you calling me?

We’re a new agency…..

email [email protected].


If you want me to listen, win me through referrals.


4. 90% of what you do won’t work. Get over it.


But scale the 10% that does. Quickly.


5. Understand Three is the Magic Number.


Understand the CAC:LTV ratio, adjust marketing accordingly


6. Deeply understand your customersunderstand LTV by channel / demographic / usage


millennials, great for acquisition / virality, do they

engage, are they spending money?


what is our busiest time for orders?monday morning, early morning commuters


It’s obviousThese people are:

Highly organised

Live around routine

Value time

High mobile engagement

Seeking convenience


vary CPA by demographic / channelspend more for quality users with higher LTV


7. Stop the vanity metrics!


1st order is almost irrelevant2nd order retention is key, change consumer habit


8. Go beyond the acquisition funnelInsight > Lead Gen > Re-targeting > 1st Order > Re-targeting > 2nd Order


9. Consider a ‘Flawless’ customer journeymap out and refine the experience to 2nd order or interaction


10. Trust your gut! Relying constantly on data almost always leads to inaction


"If you never want to be

ridiculed, don't do

anything new."

- Jeff Bezos


100+ towns & cities across the UK


15 international markets in 2 years


via our Laundrapp on-demand platform



launched just over 2 years ago!


[email protected] in touch

ed relf (laundrapp): the 10 great failings of a mobile marketer @mmsmobile2017

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