Post on 02-Jun-2020
Reaching 1 million customers in 5 yearse-Commerce Conference 2019 Athens
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
Outsmart with Growth Marketing
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
Outsmart with Growth Marketing
WalkCrawl Run
1. Crawl
Fix the basics
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
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.
Be Functional - Error free
Be Functional - Error free
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
2. Walk
“For us to achieve our goals, visitors must first achieve
theirs.”
● Continuous channel performance monitoring
● Look-a-like modelling based on top customers.
● Native lead generation campaigns
Start optimizing
● Tailored to various customer journeys
● Adapted to all buyer modalities
Start optimizing
Adapted to all buyer modalities
Adapted to all buyer modalities
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
3. Run
“Your brand is what other people say about you when
you're not in the room.”
● NPS Surveys● Google Customer Surveys● Omni channel experience● Connect Offline & Online● Advanced attribution modelling● Propensity modelling● Brand lift studies with YouTube &
Learning & Earning
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
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
● 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
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
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
Bike Hunters
Make awesome content