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Lessons in Growth Marketing, From Watching Romantic Comedies

Speakers

Alexa Hubley , Help Scout

I am a speaker and marketing strategist who thrives on building personalized, thoughtful content marketing campaigns. My experience includes developing and executing content marketing strategies for both B2C and B2B; team building; content creation such as landing pages, ebooks, whitepapers, blog posts, video, website copy and more; demand generation; social media marketing;... Read More

What you will learn?

  • Learn how to build intimacy and create a connection with your customers
  • Find ways to add humor to your campaigns to elicit a better response from audiences
  • Build trust between you and your customers
  • Create evangelists, and not just passive customers
Video Transcript
Real Lessons in Growth Marketing from Watching Romantic Comedies

[00:00:27]
Alexa Hubley:
Can everyone hear me okay? Is my mic loud enough?
So I'm starting to wonder if the reason I was invited to this conference is because I'm Canadian or is it because my name is Alexa, but I feel like no matter what, I'm super relevant. Okay. So today I'm really excited to be here. I'm a marketing strategist at Unbounce which is based in Vancouver, Canada, and I'm here to talk to you about lessons in growth marketing that we learned from watching romantic comedy.

How Growth Marketing Should Work
So in the world of romantic comedies, we all know that one thing is true – love conquers all. We watch our favorite actors, or my favorite actors, I guess, stumble around searching for love, and shocker, it's right before the rolling credits usually, when they find it.
Well, same goes in the world of growth marketing. It's our job as growth marketers to build amazing relationships with our customers across every stage of the funnel so that they fall in love with our product. In other words, we want our customers to do this. We want them to sing from the rooftops or sing from their laptops about how much they love us and in turn we can then drive greater engagement or higher lifetime value, and ultimately, advocacy of those customers.
Now at Unbounce, growth marketing has a full holistic view of the marketing funnel. It's our job to pull various levers related to retention and engagement across every stage in order to make sure that our customers ultimately convert into evangelists. But, if you're anything like me, you didn't learn how to make your customers fall in love with your product from your university textbooks, or college textbooks, I guess, you would call it here in the States, or your boss or your day-to-day job. Instead, you learned it from the writers, producers, actors and directors of romantic comedies, or some might call them the real love experts themselves.

The Unbounce Case Study
So today, I'm going to walk you through a specific case study that we ran at Unbounce, a campaign that was targeted at improving retention at Unbounce specifically, and that is the annual plan migration campaign. And I'm going to talk to you about how romantic comedies influenced our creation and development of this campaign.
So just a little bit of a background about how this campaign came to be. So in May of 2017 we updated our pricing, which was a big step for Unbounce. We hadn't updated our pricing for many years and so customers weren't really having a hugely intuitive connection between the value they were getting from our tool and what they were actually paying for so it was like high time for us to make sure that our pricing reflected that value for them.
But the objective of our campaign as growth marketers wasn't necessarily to move everybody over from old pricing to new pricing. No, like I said, we pull small micro levers that create a hyper-targeted campaign that helped us improve our holistic view of our customer journey. So our goal was actually to migrate only our monthly customers to new annual plans. So ultimately, this came to be because we realized as we were updating our pricing that only 2% of our entire customer base, and we're a software-as-a-service company, so customers pay us monthly or annually to use our tool. But only 2% of them were actually paying us annually.
We have 14,000 paying customers. So we're leaving a lot of money on the table in this area specifically. But we also realized that customers who were on annual plans, that small set and small group of those customers were way more successful with our tool. They were adopting way higher level features. They were using more advanced targeting with our landing page and pop-ups and they were way more active. So the benefit we saw was that, a) there's business bottom line benefit here if we can move the dial on annual paying customers, but there's also a huge benefit for our customers because they'll be more successful with our tool if they move to annual pricing.
Well, the challenge obviously, when you're updating your pricing for a software company, you need to make sure that when you're talking to your customers and asking them to do something, you're doing it in a way that creates value for them. In other words, if you think about it, and if you're paying for subscription for something right now, if you think about it, what would you say are some of the scariest two words you could possibly hear?
I'm going to hazard a guess that pricing change is probably up there for you. The stakes are really really really high when it comes to updating your pricing and running a campaign like this. But luckily for us, that's where romantic comedies come in.

3 Lessons from Romantic Comedies that Can Be Applied to Growth Marketing
So I'm going to focus on three specific lessons that we learn from watching romantic comedies and I'll walk you through each one of them and how you can apply it to your future growth marketing campaigns.
So lesson one is intimacy and I learned this lesson from a little man named Sam from the movie Love Actually. So who here has seen the movie Love Actually? Alright! Some big fans in the back. It's also one of my favorite romantic comedies, and actually I remember Tom and I talking about this last night over dinner.
So I'm going to show you right now a clip of Sam teaching us the lesson in intimacy. Make sure this video works.

[00:06:17]
Sam (on video):
I have a plan!

[00:06:19]
Liam Neeson (on video):
Thank the Lord! Tell me!

[00:06:22]
Sam (on video):
Well girls love musicians, don't they? Even the really weird ones get girlfriends.

[00:06:27]
Liam Neeson (on video):
That’s right! Meatloaf. Definitely got laid at least once. For God's sake, Ringo Starr married a Bond girl.

[00:06:35]
Sam (on video):
Whatever. There’s this big concert at the end of term and Joanna's in it, and I thought maybe if I was in the band and played absolutely superbly, there's a chance that she might actually fall in love with me. What do you think?

[00:06:46]
Alexa Hubley:
Okay. So here, we realize from Sam that in order to make the girl that he loves first of all notice him and then fall in love with him, he needs to join the school band and get closer to her.
So, how can we then make sure that we create an intimate environment with our customers and take Sam's lesson in our annual plan migration campaign? Well in marketing the answer is pretty obvious. That comes through segmentation.
So as we know that when you segment your customers into smaller cohorts, you create an opportunity to build a more one-to-one connection with those customers. In other words, you get to create an individualized rapport or relationship. That said, like I mentioned, we have 14,000 customers. So if we were trying to create 14,000 individual offers, that would probably put our entire team into the ground or at least on sick leave or stress leave. So we realized we needed to do a lot of planning in order to make sure our segmentation was functional and also really effective.
So at Unbounce, we work in a modified Google Ventures sprint structure. And so this is kind of a breakdown of how we work every day and every week to run our campaigns.
We start with a really heavy data and research phase which usually lasts us about a week. We then dive into setting our targets for those campaigns. We'll build a prototype and we'll test it with real customers. So we'll invite them to usability test every piece of marketing we send out. We then finalize it based on real customer feedback. We’ll QA the crap out of it because nothing ruins a campaign like a broken link or like a messed-up subject line, which I know I'm definitely guilty of and many of you might be as well. And then finally we'll launch it. And from there, we'll look at all of our data and see how everything is performing and then we'll tweak it along the way. Okay, so let's dive in.
So after we spend a lot of time looking at our data, these were the segments that we created. And so what ended up happening is that we segmented our customers into different groups based on the current plan they were on, the monthly plan they were on. How much they were paying for that plan as well as various features that they were using on average according to those plans. So we were able to create a smaller subset of customers and target them in a way that spoke to how they were using our tools. So we have seven different code customer cohorts here.
Okay, and then from there, like I mentioned, we went into research and honestly, it looked a lot like this. We saw titles when we were researching online like ‘How to Raise Prices Without Causing a Customer Meltdown’. Okay, so a customer meltdown’s possible? That's not something we wanted to hear. Or ‘pricing gone wrong’ where a company updated their pricing with a very similar model to us and customers reached out on social media, took to blogs, took to Reddit to basically say how disappointed they were, how they felt it was a lie, how they felt they'd been tricked, and then oh my God, we're back here again.
Basically, we realized that the stakes are so so high with a pricing change. So we better make sure we get this right.
After we did all of our research and data, that's then when we jumped into setting our targets. And so we decided that it was possible for us as a company to increase the percentage of customers we have on annual plans from 2% to 10% and it's really important for us and our team to set these measurable targets and goals not only for us to make sure that we're driving hard to hit the target, but also for when we're reporting to our senior leadership and tracking your progress along the way.
That also equated, when you think about it in dollar value, that equated to about $450,000 that we were attempting to generate as part of this campaign. So the stakes are really high both for customers and for business value.
Here's ultimately what we created for segmentation. We have seven cohorts of smiling customers, seven landing pages we built for every cohort. So on every landing page we customized each piece of content in each piece of copy on it to speak to each cohort specifically. And we added that to our big content matrix, but we didn't stop there. Obviously, like I mentioned in our planning phase, it's a huge part of our process to make sure we're iterating all the time. So we did five different versions of this landing page.
So that being said, as I previously mentioned, Unbounce is a landing page builder. So creating 35 landing pages is like a drop in the bucket for us. It's very simple for us to just whip them up really quickly and our customers often launch like way more landing pages per their campaigns than even that. So it wasn't actually too much effort on our part.
From there, we created seven plan overview tables. And so these are customized to every cohort. And in the plan overview, we highlighted the price of what they were paying now for their monthly plan against the price they were being offered for their annual plan. And then we also highlighted all the features and benefits included on their plan now against the one they were being offered. So we made sure it was really really clear to our customers that we were trying to create value for them.
From there, we wrote eight different emails and we sent them over three months of the campaign. So eight different emails again with customized copy and content for each one for every cohort. So our matrix just starts to grow with content that's hyper-segmented.
And then we delivered two videos as part of the campaign. The first one that went out around launch, and the second one, that went out towards the end of the campaign. But as part of our videos, something we found super effective was that we personalize the image thumbnail within our emails and on our landing pages.
And so we use this tool called Cloudinary which I would highly recommend if you're ever thinking of using more hyper-segmentation like this, but we personalize their first name on every image thumbnail. And what happened is when we did our A/B Testing of how this would work against just a regular old thumbnail, it performed twice as well. So our click-through rate was about 6% on the image thumbnail that didn't have a personalized thumbnail, and then the one with a personalized thumbnail of their first name on it performed at about 14%. So it's like, it was a pretty big bump.
Interestingly enough, if you noticed I only said we had created 3500 image thumbnails and that's because after we were generating our list of first names, we realize that out of 14,000 customers, we only had 3,500 unique first names. So apparently none of our parents were that creative. Clearly, I'm a result of that as Alexa is now ruining my life.
So basically our campaign then looked a lot like, oh, I'll go back here, looked a lot like this. We added more but then beyond that we personalize the email sender because our customers were used to hearing from very specific people at Unbounce so we wanted to make sure that that message was consistent and relevant. The features and benefits like I talked to and then also extra offers which I'll show you later in the presentation.
So ultimately then, our campaign looked like this huge massive content with small like lovable hyper-segmented and targeted additions that spoke to our customers and attempted to create intimacy.
So this is the framework. I walked you through today. It's pretty simple and I have created a speaker's takeaway page that I would love you to visit. It’s alexa.unbounce.com and on it I've included not only this framework but a ton of other instructions for how we do growth marketing as well as links to our planning, framework, etc. So definitely definitely check that out.
Okay. So we've done our best to create intimacy with our customers. Now it's time to woo them and this is probably my favorite lesson of the day and we learned this or a really good example of this lesson and action is actually from the new romantic comedy The Big Sick. Probably one of my favorite ones from recent years and it's super funny. This is basically Kumail showing us how to woo who ends up being his future wife, Emily. And so this is him wooing her onstage doing his stand-up comedian set.

[00:15:57]
Kumail (on video):
Have you guys heard of this drug cocktail called cheese? I saw these news reports, so I looked up a cheese is and cheeses a mixture. Cheese is Tylenol PM and heroin, so really, it's heroin. Heroin is doing the heavy lifting. Just do the heroin. It's very powerful. You already have heroin. Is Pakistan in the house?

[00:16:24]
Emily (on video):
Whoooooo!

[00:16:26]
Kumail (on video):
Really? You're not from Pakistan. I would have noticed you.

[00:16:32]
Alexa Hubley:
Okay, so you can see here that Kumail inadvertently creates a connection with Emily after calling him out, or calling her out rather, on stage when she attempts to what he calls ‘heckle’ her, or ‘heckle’ him while he's giving his set. So he creates this connection with her onstage and we thought well, how can we make sure that we build a deeper connection with their customers and woo them with our campaign by taking Kumail’s advice?
Well, obviously, we should use humor. So ultimately what happens when you use humor in your marketing campaigns, you do end up inciting a reaction from your customers. And so I know that it can be a little bit tricky for marketers sometimes because often what you're talking about isn't necessarily the most hilarious of topics. I mean, we were talking about a pricing change so that to us wasn't necessarily the most humorous topic for our customers. But we wanted to make sure that we took our advice from Kumail and embedded a little bit of humor in our campaign to make it delightful and enjoyable.
So as part of the campaign then, we developed the chief discount officer. So I'm not going to explain anything about who he is. I'll just let him introduce himself.

[00:17:52]
Kieran Cormack (on video):
Hello, I'm Kieran Cormack. I'm the CDO here at Unbounce. For those who don't know, that's Chief Discount Officer. Apparently, you didn't take advantage of this sweet deal I made specifically for you. Oh, look! Here's the email with your deal.
Now, you're not obligated to do anything right now. If you want to keep your old plan, that's great. It's fine, fine. It’s fine. I did make this deal specifically for you, our favorite customer. The good news is you have until Friday, May 12th, to claim this deal. But the clock is a-ticking. Here's a little refresher on what I put together for you. You get 500,000 unique visitors on your plan, unlimited users and unlimited domains. That's just a-mazing. Really nailed it here with this deal.
So click the link below, change your plan, claim your discount!
Hey.
So you claim that deal yet?

[00:19:00]
Alexa Hubley:
All right. Well, let's give it up for Kieran.
So Kieran he's actually a web developer at Unbounce but is also apparently the most funny actor we could have possibly found to be the Chief Discount Officer. So he really made this character come alive and ultimately it helped us create a more humorous campaign.
But we didn't stop there. We wanted to make sure that the story was pulled through and you can go on LinkedIn right now and request to connect with Kieran and he's obsessed with his LinkedIn profile page. But so we created him this as part of the campaign. We also had him write a few motivational quotes throughout the campaign to make sure that our customers really kind of understood who he was as a person and to incite them to take us up on our offer.
From there, we also mailed every single one of our customers a postcard that was written by the CDO and we kind of designed in a fake coffee stain to make it look like the CDO had just ship these out the door as he was going about his very very busy day.
So ultimately what humor helped us do was go beyond just that massive content and then make someone smile so that we built a connection and ultimately wooed them. And it worked this is just some of the feedback we heard from our customers about our campaign and that they really appreciated the level of detail, humor, and hyper-segmentation that we put into it to making it something that they could enjoy.
Okay. So this is the framework that I just walked you through in that lesson, and again, you can see more about it at alexa.unbounce.com.
So now we're at the point where we're on lesson 3, which is all about trust and this has come from my personal favorite romantic comedy of all time, Bridget Jones.
And so here's an example of Bridget making herself vulnerable, trusting her audience, Mr. Darcy in this case, and teaching us the lesson of trust.

[00:21:08]
Bridget Jones (on video):
I just have something that I want to say. You once said that you like me just as I am and I just wanted to say, likewise. I mean, there are stupid things your mom buys you. Tonight's another classic. You’re haughty and you always say the wrong thing in every situation I seriously believe that you should rethink the length of your sideburns. You're a nice man and I like you.

[00:21:48]
Alexa Hubley
So it's so nice. Bridget goes out of her way to make herself vulnerable as I mentioned and tell Mr. Darcy how much she cares about him. But she does it in a way that's reciprocating already what she had already heard from him. Earlier in the film, he told her how much he liked her and she kind of rebuffed him. They both seem to do it in a way that insult each other which as a side note, I would highly recommend you not to do in your marketing campaigns when talking to your customers. But yeah, she decided to just make sure that she was overtly showing her, Mr. Darcy, how much she liked him.
So we said, okay, how can we take Bridget's advice and build trust into our own campaign to make sure our customers realize that we think they're super special and we want to go above and beyond to make them feel that way. Well, as I mentioned, it's through reciprocity.
She returned the favor after he had already told her how he felt she decided, okay, I'm just going to take the reins here and I'm going to tell him that I feel the same. So it's important for us to make sure we do that too in our campaign. The reason being, what happens when you use reciprocity as a principle, a guiding principle in your campaigns, is you do ultimately make whoever you're talking to feel not like they’re a number, not like they're just purchasing your product, or being asked to move to annual pricing, but instead that they're human and they’re someone that you actually care about.
So for us with reciprocity, we just gave a bunch of stuff away. We gave away 20 tickets to our Call to Action Conference, which happens every year. We also gave away 100 deluxe swag packs, and as a side note, customers were crazy for these swag packs. I thought that the tickets would be the highest in demand, but no! We had so many requests for swag. So I had no idea that many customers loved our swag. We also gave away 10 conversion optimization sessions with Michael Aagaard, who was an in-house conversion optimizer at Unbounce.
In total, the dollar value of what we just gave away as part of this campaign was about $30,000. But we didn't stop there. We also wanted to make sure that everything in our digital marketing was really interesting and fun for our customers and delightful.
So we created these small Easter eggs throughout our content. So on the plan overview table here, we added a little tool tip. And this is something super super simple, but on the tooltip, what it showed is that this was on their previous plan highlighting that they only were allowed to have, they were allowed to publish unlimited landing pages, but on the plan we were offering them, they were only allowed to publish 75. So it's something that could have been perceived as negative. So by adding the tool tip, we pulled our data through our app and CRM to make sure that we told our customers like hey, it's actually okay. We've done our research and you only have, on average, none of them had more than 75 published pages at a time. So again, we're making sure that they saw that it is okay if they move because they are not necessarily going to ever hit that 75 page limit.
As a side note, that tool tip, according to our Hotjar recordings and heat maps, was the hottest on every single section of our landing pages. So it's a small little addition, an Easter egg that made a big difference to our customers.
In our emails, we also gave customers a little Easter egg hunt. So we told them that if they type the letters CDO into an embedded pop-up on our landing page, then something magical would happen.
Oh, no, I hit the black screen button. Sorry. They told me not to do that.
So here, what happened is if they type those letters in, then what happened is a bunch of little annotations written by the CDO himself appeared on the page. Now this offers absolutely no value really to our customers other than that it's delightful and interesting. It was animated as they scroll down the page and it highlighted various sections that he wanted specifically to call out. And he also likes to compliment himself a lot, so he's like, “They don't call me the chief just count officer for nothing.” And so it's basically just him going through the page and making it more interactive.
Beyond that, we gave our customers a deal extension. So we had been hearing throughout our campaign that asking people to move to annual pricing is a big ask obviously. You're asking upfront for thousands of dollars instead of 99, which is our base plan value.
So after our customers were asking us, “We need a little bit more time to make the commitment but we're interested,” we decided that, okay, we're going to go ahead and make sure we do that. So we executed a deal extension. And again, the Chief Discount Officer is the one who put it into action.

[00:26:54]
Kieran Cormack (on video):
Is this thing on?
I'm back. Kieran, Chief Discount Officer here at Unbounce. I've done it again. Just give me one second.
Guy, could you keep it down out here? That’ll be great.
So what I've done is I fandangled you a little bit more time. You have until tomorrow evening to claim your deal. It's Friday, May 19th. Now we've been getting feedback from other Unbounce customers who have already switched, and they're going nuts. They love it. I want the same for you. So if we need a quick refresher on what plans, on what you get with your new plan, here we go.
We get unlimited users, unlimited domains, a lot more traffic, and access to all the new Unbounce features. This is all I could do. That's it. Claim your deal, clock is a-ticking.

[00:27:54]
Alexa Hubley:
All right, so there's Kieran again, telling our customers that he's done something to go above and beyond for them. And ultimately, it had a huge effect on our campaign.
So when the extension happened, as you can see, this is just how many people migrated from monthly to annual per day as part of our campaign. And so right at the beginning of the campaign, that's usually what you'll see. We had the highest bump of people taking us up on our offer and then it kind of dips. But every time we send an email or communication, it'll rise up again.
But with the extension, we saw the second highest uptake in our offer just at the end of the campaign. So it was hugely effective for us. And in dollar values, I believe it generated almost $89,000 worth of the whole campaign. So it's a pretty big deal for us that we went ahead and did that.
So that's the simple simple framework. I just walked you through there. Ultimately, when you use reciprocity and you make your customers feel special, they'll trust you and want to take you up on your offer.
We're now at the inevitable point in the campaign where you're probably wondering, well, then what's the next step? Obviously, we've built intimacy. We've wooed our customers. They trust us. Well the obvious is that, if it were a relationship setting, it's probably the right time to put a ring on it.
So for us, we don't have like a forever plan at Unbounce. You can't just sign up and be a customer forever. So the version of the forever plan for us is through annual plans.

The Results
So our target, if we remember, was to generate at least 10% to move the dial from 2% to 10% of our customers on annual pricing. Well in the end, we ended up with 21% of our customers on annual pricing and $660,000 in annual recurring revenue. So, I wish I had got a commission, I mean, that would have been pretty great. But that wasn't the point of our campaign. Honestly, the best part about everything and going back to the very beginning of my presentation on evangelism and advocacy, was hearing from our customers about how grateful they were for the level of detail and type of campaign we created that made them feel ultra special.
So we got like, customers wrote in all the time telling us how happy they were that we had done something that had created value for them. They switched because of Kieran and he loved to hear that and that also that they really found that it made sense for them.
So thank you so much for having me today. I really appreciate you letting me talk up here whether it's because I'm Canadian or my name's Alexa. I'm glad to be here at RobFest or SearchLove, whatever you want to call it. Thank you so much.

[00:30:48]
Host:
Thank you, Alexa. We have a couple of minutes to answer questions. Anybody going to stick a hand up?
Well while people are thinking about that thank you for being super transparent with numbers as well as the rest of the campaign there. I'm gonna ask you to humbly reflect on it. If you were looking back at that campaign now, anything you’d do differently? Anything you learned that you’d apply if you have to do it again?

[00:31:08]
Alexa Hubley:
Yeah for sure.
I would say that one of the biggest key takeaways and lessons we learned was the power of QA. So this was the biggest time, as a side note, our team started right around this campaign as an experiment. So we had been focusing in Unbounce heavily on acquisition and we realized that we were kind of leaving money on the table and it was important for us to start building retention more into how we do our marketing.
And at the time QA was in our process, but not something that we were like very very targeted on and so we did actually send a couple of broken links in our emails. We sent links with http instead of https. So a lot of our email providers were not accepting them and they’d break. We also sent customers with the wrong deal values. So we accidentally sent about, I don't know. 250 of those customers and offer for less than what we had originally promised and we had to honor that, obviously.
So the power of QA is one of the biggest lessons I learned as part of this campaign. Always double-check your work.

[00:32:20]
Host:
Is that just pure manual diligence like get another pair of eyes on this…

[00:32:23]
Alexa Hubley:
Yes, we just create these huge Google Sheets with like, always check the dollar value, like double check https, make sure you check the mobile, how it's all appearing like no matter what the pages, are the Hotjar recordings installed, etcetera. But creating that big list and making sure that it's up to date is something we've really learned as a result.

[00:32:50]
Woman from audience:
Great speaking session.
What about any win back suggestions? So from those that maybe didn't convert or they decided to cancel. Is there any, was there a secondary plan you had in place for win backs?

[00:33:04]
Alexa Hubley:
That's such a good question. I'm really grateful you asked.
So now, as you can tell, we launched this actually, I think I said May, but we launched it in March. So now we're at the point in our campaign where all of these plans are renewing. So a lot of them, our cancellation rate is really high. It's pretty normal for a SaaS company to have a pretty high cancellation or downgrade rate. So part of this campaign is we've just run a whole new iteration of it called the win back. And what we're trying to do is we're trying to remind everybody about the sheer dollar value savings that they're getting because of the offer that they claimed. That it was exclusive, that if they had claimed it before May then that was something that only they saw. So not all customers ever got this offer, only those in our campaign. And we're just doing a really concerted effort to make sure that we're reminding customers who might be in a pending cancellation phase of the value of their plans.

[00:34:07]
Woman from audience:
Just a follow-up on that. Do you have the sales reps’ take on the win backs after marketing kind of does the initial launch of the win back campaign to do a more personalized approach looking at the usability of their past subscription?

[00:34:22]
Alexa Hubley:
Honestly, our sales team does not take those calls. It’s kind of our team and our customer success managers. So we have about five customer success managers who help us manage those calls. That said, part of the research phase for the renewal campaign meant I spent a lot of time with our sales team because they're the experts on how to have those conversations. How to make sure you don't sound salesy and like I don't know how to have that kind of one-to-one conversation that doesn't sound salesy. So I did work really closely with them and they informed it but they didn't take any of our calls. They really do primarily at Unbounce just focus on acquisition.

[00:35:05]
Man from audience:
The…from a company called Dyn…

[00:35:07]
Alexa Hubley:
Where are you?

[00:35:08]
Man from audience:
Right here.

[00:35:09]
Alexa Hubley:
Oh, okay. Hi!

[00:35:10]
Man from audience:
I worked with a company called Dyn when they did a spoof on the most interesting man in the world campaign with email deliverability. And it seemed to increase their sales by I believe 43%. Do you think it is just it's possible to do it with just any video that is kind of quirky and interesting? Or like, and the second part is, when you're dealing with customers who have already prepaid for a year and they might cancel, are you going to offer them another incentive if they ask? Like, would you drop the price by X percent or give them another whatever tool?

[00:35:55]
Alexa Hubley:
So to answer question, first part of that question, I will say that I think there is something to be said about having like a viral campaign, like the virality of your campaign does go a long way. We don't measure it that way, though. The way we look at it is through advocacy metrics. So if your campaign did really well and drove sales, it'd be interesting to see if those customers were giving you better reviews online or those customers were talking more positively about you or you were leveraging them in your sales calls. I don't know if you do bring your customers into your sales calls, but we sometimes do to help us resell and refer. So having that kind of group of customer advocates that are really happy with your product because of like your hilarious campaign, it could potentially be related to that.
The second part of your question related to incentivizing customers. So that's not the first thing we'd want to lead with when we're trying to win people back because ultimately you don't want to devalue your product. But then again, you do want to make sure that they stick around. So ultimately what we were attempting to do with these customers who are on annual plans is just to focus on the reminding of the fact that it's already heavily discounted, heavily incentivized for them. And yes, we'll offer things in a way that's less monetary value and instead more like one-on-one touches.
So part of our annual renewal campaign actually is we just launched a one-on-one session with anybody from Unbounce. So customers can write in if they get an email and just say I want to have a one-on-one session with Ali or Rick our CEO or with one of us as a marketing strategist to create a marketing plan specific to their goals and needs. And so that's a good way to do it. It does take up your time in the end, but it doesn't necessarily devalue your product.

[00:38:02]
Man from audience:
The ones you are trying to win back that were canceling, that you believe were canceling, that was basically the same, the same, you used the same technique?

[00:38:14]
Alexa Hubley:
Yep. So with the, that's exactly right. So with our, with those people specifically that's who we offered those one-on-one sessions with and we offered it to them before their cancellation went into effect. That's another one is that you don't want them to take you up on it when they’ve already left.

[00:38:32]
Man from audience:
Fantastic.

[00:38:34]
Host:
We got 30 seconds for one last question if anybody wants to ask. Otherwise, in which case, Alexa, your slides are up at this url. If people haven't used Unbounce before, I guess unbounce.com is the place to learn more.

[00:38:44]
Alexa Hubley:
Yeah.

[00:38:45]
Host:
We've used it at Distilled for shaping landing pages for a bunch of PPC campaigns and stuff in the past, real real quick and real helpful.
So Alexa Hubley, thank you so much.

[00:38:53]
Alexa Hubley:
Thank you everyone.

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