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 &

Facebook

Learning & Earning

Paid Owned

Earned

vanmoof.com

Stores

App

Social accounts

Email

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

ThanksHappy riding

jobs.vanmoof.comsimon@vanmoof.com