10 minutes to sort out: 6 ways to go from traditional marketing to growth hacking!

In March 2017, Coca-Cola , the world's largest non-alcoholic beverage company, announced the abolition of the Chief Marketing Officer (CMO) and the establishment of a Chief Growth Officer (CGO) instead.

Why was traditional marketing ruthlessly abandoned by Coca-Cola?

Because traditional marketing: it is born from attracting new customers and dies from retaining existing customers .

So, what does this CGO do?

It turns out that he was responsible for introducing growth hacking into traditional businesses, which in Coca-Cola specifically included: strategy, marketing, customers and business, the trinity (Note: in Internet companies, growth hacking refers to the trinity of product development, data analysis , and marketing) .

Help Coca-Cola transform into a new retail company that is " user-centric, growth-oriented, and data-driven ."

Today, we will introduce two strategic implementation paths for growth hackers:

Example 1. Keep

Seed users + content marketing + Aha rewards

Keep is one of the leading fitness apps in China. It does not rely on advertising, but starts from the fitness QQ group and finds about 4,000 seed users.

First, public relations comes first. Five months before the official product launch, Keep produced a large amount of fitness knowledge on nearly 100 vertical communities on platforms such as QQ groups, WeChat , BBS, Tieba , Douban groups, etc., and accumulated a lot of attention and reputation.

The second is value positioning. The value proposition of "Self-discipline gives me freedom" is very clear. It not only reduces the difficulty of content production, but also stimulates the emotional resonance of users and triggers social dissemination.

In June 2016, Keep’s first brand positioning video “Self-discipline gives me freedom” was officially launched. Subsequently, Keep’s user base soared within 3 months. !

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Keep has designed a large number of user experiences such as rankings , medals, grassroots KOLs , etc. to recall lost users and improve retention.

Keep achieved a user breakthrough in 921 days .

Case 2. Uber

Seed users + cross-border marketing + Aha rewards

Uber is one of the world's leading travel service providers. Uber offers free rides to Austin music festival Many young people attending the music festival are avid technology enthusiasts, and Uber suddenly became a hot topic in the technology circle.

High-density and continuous cross-border marketing events such as sending ice cream, flowers on Valentine's Day , BBQ ingredients, free 8-hour pick-up and drop-off for NFL players, one-click helicopter calling, Avengers chariot driver, and Mark Chao turning into an Uber driver have triggered waves of social dissemination and played a key role in capturing the minds of users at low cost.

Good products are the foundation of all growth. In terms of operational efficiency between vehicles and passengers, Uber's algorithm optimization is a global leader, and its Aha rewards are also based on good user experience formed around product iterations.

At the beginning of 2015, Uber operated in 10 cities in China and had a market share of only 1%. Six months later, the taxi market in China soared to nearly .

Case 3. DropBox

Seed users + product iteration + Aha rewards

DropBox is the world's leading online file storage platform. It released a 3-minute video to create a fictional product, which went viral and topped Digg.com's hot list of the day. As a result, 7,500 people had made reservations before the product was even developed.

Dropbox is a file transfer tool with very simple functions in the early days. It started as a "USB drive substitute" and only provided "synchronization of one folder". During the process of product iteration and upgrading, it was extremely focused and restrained.

Dropbox has built a very simple set of routines. Users who use Facebook and Twitter to promote the site will be rewarded with 125MB of free space;

For every new user recommended by an old user, the old user will be rewarded with 500M free space, up to the upper limit of 16G.

It’s that simple, yet it’s something that growth hackers emphasize very much, providing users with the pleasure and sense of accomplishment of Aha.

Dropbox gained 1 million users within 7 months of its launch.

Strategic path two focuses on the WeChat ecosystem .

Case 4. NetEase Operations Class

Professional users + WeChat distribution + Aha rewards

NetEase cooperated with Lizhi Micro Course and launched the Lizhi Micro Course promotion scholarship for the top 10 users, starting the first wave of cold start .

Subsequently, we launched promotions targeting operational personnel in conjunction with major operational public accounts , forming a second wave of cold start.

NetEase Big Course’s products are good and influential. But the core is still to utilize the mature distribution system of Lizhi Micro Course and the distribution infrastructure provided by the WeChat ecosystem.

Users generate their own posters and forward them to their Moments and WeChat groups . There is a very obvious CTA (call to action) on the poster, "XXX, I have signed up, and I will wait for you on the road to advancement."

Leaderboards + bonuses, etc. Whenever a new user joins, old users will receive a message immediately: "You have received another XX yuan." It is simple and crude, but effective.

In just less than 16 hours, this course priced at 39 yuan sold as many as 130,000 copies .

Case 5. Mint Reading

Interested users + WeChat community + Aha rewards

“Spend 10 minutes a day and read 4 original English books in 100 days.” Like Keep, this value proposition is very clear. It is aimed at a wide range of users who are interested in reading.

Reading and fitness are similar in that they both require a strong desire, but it is difficult to persist in the behavior for a long time. Whoever can solve the problem of "persistence" will find a breakthrough in performance growth.

In essence, Mint Reading is a business model of "reading together in WeChat groups + checking in on Moments". Establishing a WeChat group is a necessary basic skill.

Showing off reading experience on WeChat Moments is both a form of heteronomy and a form of conspicuous consumption.

Integrate the Aha reward mechanism into the entire community operation . Including 20 yuan coupons, paper copies of English classics, points, levels, medals, rankings, etc.

The "Check-in on WeChat Moments for 80 consecutive days" campaign allows others to see your persistence, hard work and progress, and comment and like them, which enhances users' confidence in learning and is an excellent emotional motivation on the user side.

This mechanism actually transfers the task of attracting new users to old users, and it is truly a model of zero-cost customer acquisition.

It was launched in June 2016, and as of now, the English original reading program has been opened for 39 issues.

Case 6. Pinduoduo

Downstream users + WeChat social networking + Aha rewards

1 billion WeChat users - 560 million Taobao users = 440 million users without financial credit. Where do these users spend their money? Obviously, Pinduoduo has found a huge blank market, namely the vast number of "consumers outside the Fifth Ring Road".

Pinduoduo uses WeChat Moments and WeChat groups to implement multiple batches of group buying, payment, sharing, downloading, retention and other behaviors.

Try to allow users to complete payments quickly under the stimulation of prices and continuously recall lost users.

Without considering product quality and intellectual property protection, Pinduoduo's AARRR efficiency is indeed much better than that of ordinary micro-businesses.

As the online traffic portal for offline ten-yuan stores, Pinduoduo has had a huge impact on offline rural stores.

The prices are low, and the products and services are slightly higher than those in rural stores.

For Pinduoduo's main consumer group, every shopping trip is an Aha reward, and every group purchase means opening a "micro online store" for Pinduoduo.

Within two months of its establishment, without any advertising, Pinduoduo's user base exceeded 12 million. Since its establishment, it has gained 300 million users in 3 years.

Our view is:

1. Traditional marketing is information-centered advertising bombardment and post-event review; growth hacking is user-centered two-way screening and full-process quantification.

2. In traditional marketing, good products are promoted by merchants, emphasizing "simple repetition until you vomit"; good products in growth hacking are derived from user experience, emphasizing "Aha at every step, luring you in to go deeper."

3. In terms of traffic introduction, traditional marketing focuses on attracting new customers, sales gross profit margin, and input-output ratio; growth hackers focus on retention, customer repurchase rate, and low-cost customer acquisition.

4. In terms of user touchpoints, traditional marketing is centralized and radiated; growth hacking is fragmented touchpoints.

5. In the cognitive system, traditional marketing focuses on capturing user attention and creating hot spots and eye-catching products; growth hackers focus on developing useful product functions and creating an Aha moment self-rewarding user experience.

6. In terms of demand management, traditional marketing focuses on "attention-memory-desire", and its ultimate goal is to stimulate users to have high desires and realize "desire monetization"; growth hackers focus on "behavior-experience-Aha", and can realize "time monetization" when users are in a low-desire state.

7. Traditional marketing has a relatively clear distinction between the concepts of marketing, sales, operations, etc.; growth hacking has integrated strategy, operations, marketing, sales, products, data, etc.