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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Brad FallonCEOFree IQ
Behind the Scenes at aBehind the Scenes at aRecord Setting Product LaunchRecord Setting Product Launch
StomperNetStomperNet Director Director’’s Cuts Cut
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
says . . . . says . . . .
Who is Brad Fallon?Who is Brad Fallon?
2
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
What good is a good idea?What good is a good idea?
Otto Frederick Rohwedder (1880-1960)
Inventor of: Sliced Bread
3
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Inventing Sliced Bread
Idea…………………….....1912 (Found an Idea)
Prototype…………………1916
. . . . . . . . . . .
First Sale………………….1928
Commercial Success……...1930 (Found a Market)
Wonder Bread – different company, different machine
Timeline
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
The Internet Changes Everything . . . .The Internet Changes Everything . . . .
4
5
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
2004……………………….$1.2 million (Found a Market, SEO)
Timeline
Smart Marketing, Inc.
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0.00
100,000.00
200,000.00
300,000.00
400,000.00
500,000.00
600,000.00
700,000.00
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
Kate Aspen Sales 2005-2006
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
2004……………………….$1.2 million (Found a Market, SEO)
2005……………………….$7.8 million
Timeline
Smart Marketing, Inc.
7
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Why we likeWhy we likeInformation ProductsInformation Products
8
9
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Why we likeWhy we likePremium Media ProductsPremium Media Products
even better . . .even better . . .
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
2004……………………….$1.2 million (Found a Market, SEO)
2005……………………….$7.8 million
2006……………………….$32 million
Timeline
Smart Marketing, Inc.
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
StomperNetStomperNet
October 3, 2006
$12 Million in Sales in First 12 Hours
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
In 30 Minutes . . .In 30 Minutes . . .
• StomperNet Case Study• Five Key Strategies• Relaunch Update
11
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Stomping the Search EnginesStomping the Search Engines
June, 2004
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
StomperNetStomperNet
1. Home Study Course
2. Online Portal Community
3. Ongoing Training - Traffic & Conversion
4. Proprietary Software
5. Four Live Events
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Target MarketTarget Market1. Internet entrepreneurs
2. Small business owners
3. Part-time site owners
4. Some others
5. Beginners to very sophisticated
6. Key = “owners” (Desire & Authority)
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Five Key StrategiesFive Key Strategies1. Focus on Affiliate Marketing
2. Use Online Video
3. Move the Free Line
4. Offer Incontrovertible Proof
5. Be Transparent (Blog)
13
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Why this WorksWhy this Works
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
PremiumPremiumMedia ProductsMedia Products
OnlineOnlineVideoVideo
Affiliate MarketingAffiliate Marketing
14
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
WhatWhat’’s So Great Abouts So Great AboutAffiliate Marketing?Affiliate Marketing?
1. Free2. Referrals are key
• More credible• Higher conversion• Better margin
3. More sites than you can ever build
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Big Myth That WonBig Myth That Won’’t Go Awayt Go Away
The money is in your list
15
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Fact:Fact:
The money is inother people’s list.
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
WhatWhat’’s So Great Abouts So Great AboutOnline Video?Online Video?
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Source:comScore
Online Video Is PervasiveOnline Video Is PervasiveIn one month,there were 175
Million Unique U.S.Internet Users
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
123 MillionStreamed
Video70%
Source:comScore
Online Video Is PervasiveOnline Video Is PervasiveIn one month,there were 175
Million Unique U.S.Internet Users
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
122,872,000122,872,000Unique U.S. Streamers Per MonthUnique U.S. Streamers Per Month
65
107
111
0 20 40 60 80 100 120
Cable TV
Households
Unique Monthly
Streamers
Total TV
Households
Millions Source:comScore
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Growth in Online ActivitiesGrowth in Online ActivitiesTop Five IncreasesTop Five Increases
Increase: 2005 to 2006
20.6
23.3
123.7
163.9
197.7
0 50 100 150 200 250
Used IM
Download Music
Watched Video
Visited Blogs
Web Phone Calls
Percent Change Source:Mediamark Research
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
123Million
StreamedVideo 65
107
111
0 20 40 60 80 100 120
Cable TV
Households
Unique Monthly
Streamers
Total TV
Households
Millions
Increase: 2005 to 2006
20.6
23.3
123.7
163.9
197.7
0 50 100 150 200 250
Used IM
Download Music
Watched Video
Visited Blogs
Web Phone Calls
Percent Change
Online Video is a HUGE OpportunityOnline Video is a HUGE Opportunity
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
WhatWhat’’s Wrong withs Wrong withOnline Video?Online Video?
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Consumer Business
Online Video Sites: Target Audience
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
videovat
gofish
liveclip
ourmedia
stage6
dailymotion
ifilm
msnvideo
putfile
vIdeojug
youtube
metacafe
brightcove
veoh
zango
bilptv
guba
revver
vmix
Consumer Business
yahoo
google ebaum iamplify myspace
Opportunity
Online Video Sites: Target Audience
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
No Revenue Modest Revenue(PPV, Ad Split,Or Video Sales)
Affiliate DrivenRevenue Stream
Online Video Sites: User Revenue ModelOnline Video Sites: User Revenue Model
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
videovat
gofish
liveclip
ourmedia
stage6
dailymotion
ifilm
msnvideo
putfile
vIdeojug
youtube
metacafe
brightcove
yahoo
zango
bilptv
guba
revver
vmix
No Revenue Modest Revenue(PPV, Ad Split,Or Video Sales)
Affiliate DrivenRevenue Stream
veohgooogle
ebaum
Online Video Sites: User Revenue ModelOnline Video Sites: User Revenue Model
21
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
videovat
gofish
liveclip
ourmedia
stage6
dailymotion
ifilm
msnvideo
putfile
vIdeojug
youtube
metacafe
brightcove
yahoo
zango
bilptv
guba
revver
vmix
No Revenue Modest Revenue(PPV, Ad Split,Or Video Sales)
Affiliate DrivenRevenue Stream
veohgooogle
ebaum
Opportunity
Online Video Sites: User Revenue ModelOnline Video Sites: User Revenue Model
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
2004……………………….$1.2 million (Found a Market, SEO)
2005……………………….$7.8 million
2006……………………….$32 million
2007……………………….Greatest Thing Since Sliced Bread
Timeline
Smart Marketing, Inc.
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
WhatWhat’’s So Great Abouts So Great AboutPremium Media Products?Premium Media Products?
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
The Next Great Growth OpportunityWebucation
“Online continuing education is creating a new and distincteducational realm, and it is the future of education. There is aglobal market here that is potentially worth hundreds of billionsof dollars.”
~ Peter Drucker Forbes, 2000
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Quantity Demanded
Demand Curve
Price
(Profit)
vVery High Margins
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Price
Quantity Demanded
Demand Curve
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Quantity Demanded
Demand Curve
Price
25
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Quantity Demanded
Demand Curve
Price
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Quantity Demanded
Demand Curve
Price
26
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Quantity Demanded
Demand Curve
Price
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Moving the Moving the ““Free LineFree Line””
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
What’s the Number OneMost Powerful Word in
Marketing, Ever?
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FreeFree
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
The Free LineThe Free Line
$$$$$$ $$ $$FREEFREE
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
$$MoveMove the Free Line! the Free Line!
$$$$ $$ $$FREEFREE
$$
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
$$$$
$$
FREEFREE
$$
$$
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
$$$$
$$
FREEFREE$$
$$
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Free Free QualityQuality Content Content
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Three Three FreeFree Videos Videos
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Advantages of VideoAdvantages of Video• Higher perceived value
• Can’t read in your email
• Forces a good introduction (like print this outand read it; it may be the most important thingyou read all year.)
• Way more viral (no one is going to forward along sales letter email)
• Encorage the conversation(blog comments, questions)
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Valuable Written CopyValuable Written Copy• Use a PDF (eBook) not a landing page
• Give specific calls to action. Print this out,1 or 2 on a page, pour a cup of coffee andread it today
• Encourage the conversation on the blog
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Video Case Studies Video Case Studies
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IncontrovertibleIncontrovertible Proof Proof
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Pre-Launch Pre-Launch BlogBlog
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Be Be TransparentTransparent
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Comment on CommentsComment on Comments
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Answer Email QuestionsAnswer Email Questions
• Huge difference maker
• Train your affiliates
• Another argument for higher prices
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Pre Sell for 10 DaysPre Sell for 10 Days
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Write Great CopyWrite Great Copy• Personable, tells a story, cliff hangers
• A reason to read it (the sales letter itself)
• Don’t be afraid to outsource(ours was $30k/month)
• Do the math, count swipe files.
• Echo chamber
• Have a Great Headline
• All ours is available at StomperBlog.com
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Key ConceptsKey Concepts• T-5 Countdown (all 5 elements)
• Scarcity
• Social Proof
• Limited number is very compelling
• Price
• Fast Start Bonus
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
DonDon’’t Forget the Affiliate t Forget the Affiliate BlogBlog
• What’s going on
• Swipe files
• Promote competition
• Bonus contests
• Example
• Note: This is the last place for all e-marketing!
37
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Pre Launch ResultsPre Launch Results• 438,000 Video Views and Downloads
• 57,000 Reverse Opt-ins
• 10,000 Questions Submitted
• 1,300 Blog Comments
• 9,000 Early Notification Requests
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Actual Launch ResultsActual Launch Results• $800 x 12 months = $9,600 per sale
• 1,450 Sales in 12 Hours
• $12 Million in Sales
• $2.2 Million in Credit Cards and PayPal
• 2-week/24-hour Total = $18 Million
• 1,800+ Members from 55 countries
38
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Immediate Member SurveyImmediate Member Survey• 88% beginner or intermediate
• Most had 2-5 web sites
• 31% outside the U.S.
• 84% college or graduate school
• 35% day job, 35% full-time
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Be Ready to Take ActionBe Ready to Take Action• 63% < $1,000/month online
• “Bloody Monday” issue
• Staff, now 25 people (from zero)
39
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
AlexaAlexa Ranking RankingOctober 3, 2007October 3, 2007
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Post Launch ResultsPost Launch Results
40
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Retention Rate After 7 MonthsRetention Rate After 7 Months
56%56%
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Premier Faculty MembersPremier Faculty Members
• Frank Kern, master copywriter, “Google Cash”•Dan Thies, SEO Research Labs• Leslie Rohde, OptiLink• Dave Taylor• Don Crowther• Jerry West• Sherman Hu• Sydney Johnston• Ed Dale
41
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Active Online Portal withActive Online Portal withmore than 50,000 forum postsmore than 50,000 forum posts
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Content Library with more thanContent Library with more than
400 Hours of Video400 Hours of Video
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Atlanta November, 2006 600 Attendees
Orlando March, 2007 800 Attendees
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
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Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Affiliate CommissionsAffiliate Commissions• $7 million total revenue• $3 million in affiliate checks (plus an M5)
“Appreciation”
44
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Post Launch ResultsPost Launch Results• Retention Rate of 56% after 6 months• Eight Premier Faculty Members• 25 Employees• Content Library - 400 hours of video• Two Live Events
Atlanta - 600 AttendeesOrlando - 800 Attendees
• $3 million in affiliate checks (plus an M5)
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
WhatWhat’’s Next?s Next?
45
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Next LaunchNext Launch• May 3rd - May 10th• Forced Continuity at $800/month• Simultaneously launch both $800/month
AND$1 Thirty-Day Trial
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Results so far . . .Results so far . . .• Launched on May 3rd (Last Thursday)• 260 Full Boat Members• 5,500 $1 signups for May 10th• Meanwhile, an entire course is being
offered (T-7)
Stay Tuned!
46
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Or Better . . . Or Better . . .
Try it yourself for
$1StomperBlog.com(See the entire launch sequence.)
Web 2.0Thought for the Day
47
Every morning in Africa, agazelle wakes up. It knows itmust run faster than thefastest lion or it will bekilled.
Every morning in Africa, agazelle wakes up. It knows itmust run faster than thefastest lion or it will bekilled.
Every morning a lion wakesup. It knows it must runfaster than the slowestgazelle or it will starve todeath.
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Every morning in Africa, agazelle wakes up. It knows itmust run faster than thefastest lion or it will bekilled.
Every morning a lion wakesup. It knows it must runfaster than the slowestgazelle or it will starve todeath.
It doesn’t matter if you are alion or a gazelle . . . Whenthe sun comes up, you’dbetter be running.
Copyright © 2006 Smart Marketing, Inc. All Rights Reserved.
Brad FallonCEO, Free [email protected]/text 404-849-2199
Questions?Questions?
Chris Watson and will be at a table all day tomorrow.Chris Watson and will be at a table all day tomorrow.1.1. $1 $1 StomperNetStomperNet2.2. Free IQ New Media PPC Ads on a Long TailFree IQ New Media PPC Ads on a Long Tail
Content Network with Zero Competition Content Network with Zero Competition