Once the product is ready for its debut, it’s time to let the world know. So you do. You just forgot one thing….No one cares. Absolutely no one is listening.
For Leaflets, we developed a 12-channel marketing strategy in order to test the waters and see what will work for the immediate and near future when it came to attracting thousands upon thousands downloads. After exploring several different marketing channels, we quickly discovered that nothing worked consistently. Here are some of the unsuccessful tests:
-$25 spent on Instagram ad-spend led to just 6 app installs
– $50 promoted Facebook Post leading to no conversions
– $50 spent in sponsored tweets on Twitter produced one retweet and no app installs
– Approximately 100 emails were sent to journalists. One response was received, but no write-up followed.
– 600 flyers were passed out near a local college campus. We could not map this back to conversion, but there was no increase in downloads during the day.
There were other channels explored, but they also yielded very little results. So it was back to drawing board. One thing we learned through the process is that what worked the best are the much more difficult items to do. For instance, word of mouth is one of the most powerful ways to gain traction quickly. We were able to witness this in small snippets when sending an email to our close friends. The email implored friends to persuade at least 10 of their friends to download the Leaflets app. Of course, if their friends were Android users or outside of New York City, the email was of no use.
Once we came to grips with the fact that no one really cares, we were able to devise more impactful growth hacking measures to ignite something beautiful even when no one is listening.
Moral of story: Today, we are a ways away from determining the stream that leads to the ocean, but we are much closer than we were the day before.