Category Archives: marketing

If at first you don’t succeed…..

I am constantly reminded how hard startups are. Your job as a founder is to knuckle down and try and figure out all the hard things that others can’t.

I experience this every time we launch a brand at MoveFresh. We are always over optimistic about how easy it will be to enter a new market or segment and the reality is that once you launch you get hit by all the things you didn’t know. There are a couple of things you can do – KBO (Keep Buggering On) or pivot and try something else or a new marketing channels.

Founders (Including me) are very tempted to give up or try something new – what I am learning to do is to keep going and refining the proposition. Online marketing gives you a great way to test multiple offers, audiences, target markets and landing pages – use this to test your proposition. If you get an offer or product to work in one marketing channel you have a great testbed to try other channels.

Lots of founders who I meet prefer to try something new, but the same problems will be encountered in other segments, so learning to KBO is one of the best traits in a founding team that you can find!

Offline marketing

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What marketing channels should I use?

That is a question that I hear a lot, amazingly even the slightest in changes of price, demographic target or geography means this can change.

So if I knew what channels to use, I would be using them!

So the major thing you should try and do is have a test matrix.

List the channels you could use, list the costs of each channel activity and the reach (I usually base this on cost per thousand people reached)

The final column is my plagiarism column. Do your competitors do this activity (repeatedly) either in this geography or another.

That gives you a great matrix to test against.