5. • Studied BComm and joined Deloitte as Graduate Consultant straight out
of college.
• Joined Hailo May 2012
• Previously with Digital Agencies: Simply Zesty, RMG and McCann Blue
ROB CUMISKEY
EMEA MARKETING MANAGER - HAILO
8. Since Nov 2011 Hailo has launched in London, Manchester, Dublin, Cork, Limerick, Galway,
Toronto, Montreal, Chicago, Boston, New York, Washington D.C., Madrid, Barcelona & Osaka.
10. Launched November 1, 2011 in London by three taxi drivers and three tech entrepreneurs.
And we started on a boat in London
THE HAILO STORY
11. TECH ENTREPRENEURS
LONDON CAB DRIVERS
Russell
Hall
Founder
Terry
Runham
Founder
Gary
Jackson
Founder
Jay Bregman
CEO, Founder
Caspar Woolley
COO, Founder
Ron Zeghibe
Chairman,
Founder
21. Objectives:
!
1. Create a distinctive brand identity for Hailo
2. Increase awareness and trust of Hailo in Dublin
3. Reach 55,000 registered customers by year end
4. Increase jobs going through the system
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34. Brand
!
It’s not about how much you spend on advertising
!
A promise
A living, breathing entity
!
- Visual Identity
- Tone and personality
- Quality
- Customer Service
- Consistency
37. Introducing Marketing KPIs
(thanks to our data scientists)
!
CPRU
Jobs Per Registered User
Registered Customers (Quality)
!
Getting to grips with LTV
45. Paid digital
Acquisition and engagement through digital channels
Focus on mobile – Direct Response, Geo-targeting, Custom Audiences
Target, test and optimise for low CPA
Acquisition
Engagement
Facebook App
Install Ads
Twitter – Promoted
Tweets
(install links)
Mobile App Ads
Twitter – Promoted
Accounts
Twitter- Promoted
Tweets
(RTs, Clicks,
Replies)
FB Fan Acquisition
48. Performance Marketing - Summary
Improved optimisation through new technology
HasOffers (acquisition tracking) and Mix Panel (app analytics) allow
us to do CPA by channel & cohort analysis
Be early, stay fresh
Go in early with new media before user fatigue or competitors drive
up the cost
Frequent creative refresh required; images beat copy
Broaden number of channels to test
Learning: we are limited because we require Geo-targeting to city
level
62. Brand
!
Invest up front
Let it permeate through every channel and everything you do.
!
Digital
!
Be early, stay fresh
!
Social
!
Right message, right audience, right moment
72. 52% of patients want access to healthcare !
providers more conveniently/effectively.
PWC mHealth Report
73. Cultural Tension
People are not
at their best,
because they
are working so
hard they are not
focusing on the
things that really
matter.
74. Prospr’s Best Self
PROSPR helps
people to realise their
potential by giving
them the tools and
support they need to
become healthier,
happier and more
productive individuals.
75. PROSPR believes
that the world would
be a better place… if
people realised their
potential by focusing
on the things that
matter in life.
76.
77. - Connect with a nutrition pro
- Track your food with pictures
- Get feedback on what you’re eating
78. - Answer simple questions about how your day
is going
- Get inspired with tips and encouragement
- See the results
79. - See what others around you are eating
- Stay inspired with encouragement and great
recipes
88. VALIDATION
•68% of our respondents said that they would be
likely or very likely to use Prospr
!
•Nutritionist team giving feedback and advice on
our proposals
!
•5 beta testers of MVP with client base of 200
89. WHERE ARE WE?
! ! " Core team selected
! ! " Initial UX design ready
! ! " Prototype built
! ! " Phase 1 customer validation completed
! ! " Secured advisor team
! ! " Android MVP build started and planned
completion for end July
93. Wealth of knowledge and experience from working in the
nutrition and fitness industry for 12 years.
GARY
Bus Dev
94. Experienced marketing and business professional with
5+ years in the media industry.
DAVE
MARKETING/
OPERATIONS
95. ADVISORS
PAT PHELAN
TRUSTEV
NIALL HARBISON
PR SLIDES
LOVIN’ DUBLIN
IVAN MACDONALD
DIAL2DO
MYSAY
JIM CUMISKEY
PROJECT & PORTFOLIO
MANAGEMENT EXPERT
JOHNNY WALKER
HEALTH FOUNDERS
GLOBAL DIAGNOSTICS
99. Who are we?
!
!
Matrix Internet
We are a digital marketing and web agency based in Dublin.
!
We were formed in 2000 and we have a client base of approximately 700
organisations across many industries. We have a hugely experienced team of
business conscious professionals who can help you to achieve your goals.
100. The Problems
● Shops are finding it difficult connecting with customers
and engage with them.
!
● Wifi use is usually paid or clunky
!
● The Shop gains nothing from providing wifi
102. What do we propose
!
● Give reliable and secure wifi
!
● Make thee wifi easy to access
!
● Collect the Demographic information
!
● people pay with their demographic information
103. Its all about Data:
The Analytics on the backend help you understand what your users are
doing while on the Wifi.
!
Info Given
Gender
Age
Name
Email address
Social media info
Phone number
etc.
105. What are the goals
!
!
!
1/ Connect to the customers coming in store.
!
2/ Provide a free Guest wifi service.
!
3/ Start building a following among their regulars.
183. About Me
!
• Worked in Auto industry then IT
• Founded MicksGarage.com while unemployed in 2003.
• IT Systems architect, software developer and operations
manager
• Involved in all aspects of business from Management, IT to
warehousing, Marketing, Customer Service, Voip Systems,
Fraud Control and everything in between.
• Technology, marketing, innovation and process are my passion
184. About MicksGarage.com
• Online retailer of car parts and accessories
• Technology company that sells information
• 42 Employees across IT, marketing, Warehousing, CS,
Accounting
• Sell to approx 70 countries on monthly basis
• 6+ million data records
• Average age of our employees is just under 30
• Innovation is key to our success
• We try to lead rather than follow with everything we do.
185. Website is your shop window
!
!
• Must be kept updated
• Must be kept clean
• Must be current
• Must entice customers to take a
further look
186.
“Its just a website, cant be that difficult”
▪ Infrastructure
Management
▪ Data Management
▪ Content Management
▪ Order Management
▪ Order Dispatch
▪ Customer Service
▪ Returns Management
▪ Fraud Management
▪ Pricing Strategies
▪ Marketing
187. Marketing
• Get Data Right – Its all about data
• Leaflet Drops (event hijacking)
• Google Adwords
• Facebook
• Radio
• PR
• Viral Video – Paddys Day
• Channel sales – challenge to convert to MG customers
• Dispatch product images – we send image to customers
• Garth Brooks Helpline (01-4404167)
• Dummy Products
• Tread Gain - Tread Gain
• Bren Tube - Bren Tube
188. Adwords
• Get Data Right – Its all about data
• Never bid for number 1 position
• Only run a ROI model
• Don’t use broad keywords to start with
• Make sure your ads and URLs are accurately targeted
• Use plenty negative keywords
• Don’t accept Googles suggested bid
• Get landing pages right
• Always split test ads
• Use call to action
• Adwords Automation
189. Automation is Key
• Get Data right, product categorization and tags
• Image automation – 360 images – Standard images
• Automatic PPC generation
• Simple barcode scanning to improve accuracy
193. A Special Thanks!
• The Irish Times!
• Hailo!
• GrowthHacker.tv!
• Simon Cockings, sarahpaddleswim.wordpress.com!
• John Healy, KindCitizen.org!
• Ajos, WildAnglePro.com!
• Ben Rice McCarthy, BenRiceMcCarthy.com!
• Aleksandra Nunes!
• Bob Boles
194.
195.
196.
197. Analytics | User Experience (UX) | Search
Mobile | Web
http://T9.ie/offer