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Reaching 1 million customers in 5 yearse-Commerce Conference 2019 Athens
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137 employees 8 brand stores, 25 online markets
Founded in 2009 Over 100,000 riders globally
90% designed and produced in-house
Winner of Red Dot design award, and Fast Company’s innovation by design award
VanMoof in a nutshell
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Outsmart with Growth Marketing
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In 2018
J F M A M J J A S O N D
ElectrifiedS2/X2 Reservations
SmartS/X Launch
SubscriptionsVanmoof+ announced
New StoresX 5
Electrified Wave 2Test riding push
Brilliant Basics
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Outsmart with Growth Marketing
WalkCrawl Run
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1. Crawl
Fix the basics
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Fix the basics
● Use Google Tag Manager● Measure Micro Conversions● In-housing of Advertising● Optimize creative assets for all
aspect ratios & screen sizes● Optimization of ad spend
against CPA
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Be Functional
● Does our site work on all devices?
● Does our website loads quickly and is responsive?
● Our visitors do not bump in to 404 pages or other errors.
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Be Functional - Error free
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Be Functional - Error free
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Fix the basics
● Use Google Tag Manager● Measure Micro Conversions● In-housing of Advertising● Optimized creative assets for all
aspect ratios & screen sizes● Optimization of ad spend
against CPA
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2. Walk
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“For us to achieve our goals, visitors must first achieve
theirs.”
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● Continuous channel performance monitoring
● Look-a-like modelling based on top customers.
● Native lead generation campaigns
Start optimizing
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● Tailored to various customer journeys
● Adapted to all buyer modalities
Start optimizing
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Adapted to all buyer modalities
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Adapted to all buyer modalities
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Our Super Simplified Customer Journey
Top of class media that inspires and engages.
Tools of the Trade: Main video platforms, Bike Hunters series, PR outreach to influential news outlets Metrics & KPIs: video-views & cost / view
High quality content that builds thought leadership & authority.
Tools of the Trade: VanMoof blog, Always-on display & text campaigns, Brand-store visits, Lead-gen programs Metrics & KPIs: Leads & cost / lead
DR campaigns combining effortless & creative messaging with behavioral triggers.
Tools of the Trade: Email marketing, Paid Social, Search (Paid & organic) Metrics & KPIs: New customers & CAC
Highest standards in customer care and referral program.
Tools of the Trade: Email, SMS and push, VanMoof.com, VanMoof mobile app Metrics & KPIs: Repurchase rate & Retention rate (subscriptions), Referrals
See
Think
Do
Care
Bring e-bike curious prospects onto our radar through world class content and hyper
focussed targeting
Drop first cookie and/or capture email address of people with high intent
Convert customers by minimizing effort and risk
Build lasting relationships
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3. Run
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“Your brand is what other people say about you when
you're not in the room.”
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● NPS Surveys● Google Customer Surveys● Omni channel experience● Connect Offline & Online● Advanced attribution modelling● Propensity modelling● Brand lift studies with YouTube &
Learning & Earning
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Paid Owned
Earned
vanmoof.com
Stores
App
Social accounts
PR
Word of mouthReviews
Shares
PPC
SEO
Display
Paid social
TVOut of home
Utopia: the perfect mix across the journey
SEE
THINK
DO
CARE
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Measurement of incremental effect for all channels
Test ride forms Onboarding offline conversions
Quarterly brand tracker Branded, direct & referral traffic
Referral program
Engagement metrics & virality per post
Rankings per keyword Authority of domain & links
Peak analysis on traffic
Lift studies
Geo-experiments
User hold out
Paid Owned
Earned
vanmoof.com
Email / BounceX
PR
Word of mouthReviews
Shares
PPC
SEO
Display
Paid social
TVOut of home
Stores
Avg. rating & NPS
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● In the USA
● 41.7% lift in Brand Awareness ● Which of these brands
have you heard of?
● 55.0% lift in Consideration ● Which of these brands would
you consider purchasing?
● 2234.5% lift in Brand Interest
YouTube Brand lift study
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Resources well spent
10%
70%20%
The usual suspects: Google Ads (YouTube, Search Ads, GDN), Paid Social (Facebook, Instagram, Audience Net., Twitter), Display (P161).
The new stuff with high potential: performance TV, podcasts, BounceX, native advertising, Last Mile local SEO, referral program, etc...
The moonshots: uncertain but might open new possibilities. Failure is a likely outcome. Full creative campaign for B2B sales, Voice, VR/AR
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Outsmart with Growth Marketing
● About our audience ● About messaging ● Effectiveness of marketing on brand & sales
Learn● With creative assets ● On different audiences ● Across all phases of the customer journey
Experiment Earn● Maximise conversions at the lowest cost ● In the countries we’re currently active in ● New countries and regions
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Bike Hunters
Make awesome content