MARKETING

Our 12 to 18 Month marketing plan to secure our early user base and help set the foundations for platform growth and engagement.

2018: A platform with a strong multi-national user base and 100 returning users everyday. Built upon daily, topical content that engages and intrigues our target market. Our vision should encapsulate how we offer valuable content to our users, and an even more valuable way for small stores and brands to expand their online exposure.

2019: A data driven community platform, with a strong weekly user base return of 1000+, built on continued content output, and data focused marketing decisions. The plan should be narrowed and directed towards the best 5-10 viable ideas to push towards viral (plus 1) growth throughout 2019.

TARGET MARKET

18-30 or 18-25 or 20-35 

 

We need to pick which age grouping we want to focus on. Or for each particular grouping decide which Ideas we push and at what time of the platform's lifecycle.

 

We have always believed Students to be a key component of viral growth - however our current message, products, blogs and identity do not cater as efficiently as possible for this sector. Currently, we are focused on a more upmarket, young professional age group, more focused by design, smart topical blog pieces, and tech conversations.

Do we need to choose between a more "clickbait" student approach? OR continue developing our higher level life ethos to creative, intelligent, arty types? Or is it possible to find these people within the student population?

 

Where do we find our Market?

As important as working out the age demographic we are looking to attract, we must also consider online/offline location and (possibly gender.) Our current focus on Instagram is simple and has the easiest access route. However, are these the people that will 100% enjoy floating through products and curating a lifestyle? They will be a vital market - but where else can we look.

 

Pinterest: a large community of lifestyle focused users. The perfect Impulse user on paper - love to discover, collect, and return often to continue curate their lives.

Tumblr: a creative and alternative community. Often an escape platform, and rarely used for any commerce based means. However, they often have a strong eye for pretty imagery, and love being on the cusp of new trends.

Reddit: a tough and often divisive platform. Yet, could be a superb place to find early adopters and get some true feedback. We need to pinpoint a forgiving forum or two, and work out why they enjoy coming back to that subforum everyday.

Universities: from an offline perspective university spaces are perfect for fostering communities and new users. Open to new ideas, on the edge of moving into "adult" society and love free stuff. 

Target Stores?

Our target stores are often gauged on social media size and engagement. A balance between 5K - 100K followers is small enough to enjoy using Impulse, but large enough to have their following make a possible impact on the platform, and have a high quality sales experience for our users. 

VISION

MESSAGE

A key component to capturing the imagination of our target market and helping install the vision is our message and how we converse what the platform can be for people. As it stands we are without a clear message - this whole document will help us combine thoughts and finalise this - so our target market, users, future users, and everyone knows what we stand for. 

Simple - people know what Impulse is in 10 seconds.

Bold. Honest. Raw - make a clear statement of why we exist.

Memorable - short and sweet = people remember = affinity.

Aligned to our Target Markets beliefs - tailored to the people who actually give a shit.

What we believe - we need to be 100% behind our message. Growth is a fun game.

It may not be the time to play around too much with affinity - instead have a straight to the point direction, and draw in affinity over the coming year? Our users affinity to the platform will be 100% vital in the future, but until they are on the platform they have no idea what it is to them.

We're not a giant company and we don't need to pretend we are to a certain extent. Lets be down to earth, honest, and hopefully garner a respect from our users that are coming with us on this journey.

GOALS & KPIs

Platform

The platform's growth is not dependent on the number of new users - instead our focus should be on lowering the churn rate and focus on our returning user rate. Our goal should be a 25% weekly return rate - so of every 1000 users 250 return once a week.

Ideally, time on platform should fall in line with our return rate metrics. A time on platform in excess of 10 minutes per person per return is the goal.

In regards to our user uptake rate - though less important than return rate - is still a vital metric of marketing and platform performance:

1 User/Day - March

1 User/Day - April

2 Users/Day - May

4 Users/Day - June

6 Users/Day - July

8 Users/Day - August

11 Users/Day - September

15 Users/Day - October

22 Users/Day - November

30 Users/Day - December

Social Media:

Our social channels are focused on building a consistent online presence, building SEO ranking, and connecting with our new and current user base. It's vital we just push out relevant, well produced content daily. However, more important is our commitment to build a relationship with each every person who comes on board:

Like

Follow

Comment

Personal Update Emails

Weekly Newsletter

Our ultimate goal is 100 people across social media who LIKE everything we post. This community will consist of users and on-users - simply people looking to grow and progress via social media. Instagram will be easiest to grow to this stage. Facebook and Twitter have different goals - mainly PR and Blogger Connecting on Twitter and a video/lifestyle presence on Facebook.

IDEAS - Tier 1

EMAILS

 

Find new users on Instagram

 

Send direct emails to potential new users through Instagram. Our focus is on presenting the platform to them for the sole use of being a normal user.​ (Early Adopters)

  • Interests in fashion, style, design, shopping, travel, blogging.

  • Have a clear appreciation for curating their profile.

  • 18-30 years old. Student or Young Professional.

How: SAMS.

How: Focus on them being pioneers.

How: We can tailor the email as we go to increase conversion rate.

Target: is 50 emails a day = 5 new users [10%]

 

Find new bloggers on Instagram

       

Send direct emails to potential new bloggers/influencers through Instagram. Our focus is on presenting the platform to them for the sole use of writing a blog piece and becoming an Influencer.

  • Interests in fashion, style, design, shopping, travel, blogging.

  • Have a clear appreciation for curating their profile with strong social engagement.

  • 18-30 years old. Student or Young Professional.

How: SAMS.

How: Focus on them being pioneers, increase followers, collaboration, Ambassador role.

How: We can tailor the email as we go to increase conversion rate.

Target: is 50 emails a day = 5 new users [10%]

BLOG PIECES

 

Get platform users (who are bloggers/influencers) to write blog pieces about Impulse

       

Our sign ups would be an easy place to try and begin getting external blog content produced. A direct email explaining their role, how it benefits them, and the platform.

  • Signed up and shown an interest in the platform.

  • Easy way to re-connect and bring back users to the platform.

  • Ask them to do a profile picture and re-beats.

How: SAMS.

How: Focus on them being pioneers. Extra Content. Get's their name out there.

How: Increase followers on platform. (Helps potential Collaboration. Ambassador role.)

How: We can tailor the email as we go to increase conversion rate.

Reward: Profile of the Day

RewardTwitter & Instagram Post

Reward: Feature in the Blog

Target: is 1 external blog piece a week.

 

Pin It Campaign to build a 'Pass It On' community of bloggers (from Impulse)

       

Linked to the above idea - and possibly as part of it - when our current bloggers have signed up we directly email explaining our community blogging campaign. In exchange for a blog piece, profile picture and some re-beats - they get rewarded.

  • Signed up and shown an interest in the platform.

  • Easy way to re-connect and bring back users to the platform.

  • Ask them to do a profile picture and re-beats.

How: SAMS.

How: Focus on them being pioneers. Extra Content. Get's their name out there.

How: Increase followers on platform. (Helps potential Collaboration. Ambassador role.)

How: We can tailor the email as we go to increase conversion rate.

Reward: Profile of the Day

RewardTwitter & Instagram Post

Reward: Feature in the Blog

Reward: Impulse Platform Badge & Impulse Blog Badge

Target: is 1 external blog piece a week.

Pin It Campaign to build a 'Pass It On' community of bloggers (External)

       

Linked to the above idea - and possibly as part of it - but we directly email selected explaining our community blogging campaign and the platform. In exchange for a blog piece (and a sign up to test it all out) - they get rewarded.

  • Access bloggers SM following.

  • Simple referral system to find new users.

  • Ask them to do a profile picture and re-beats.

How: SAMS.

How: Focus on them being pioneers. Extra Content. Get's their name out there.

How: Leads to potential Collaboration as a user. (Ambassador role.)

How: We can tailor the email as we go to increase conversion rate.

Reward: Impulse Blog Badge & Platform Badge (if signed up)

RewardTwitter & Instagram Post

Reward: Feature in the Blog

Target: is 1 external blog piece a week.

INFLUENCER & STORE BADGE

Key Users and Influencers get an excslusive badge to show they are special.

       

Simple on platform badge that highlights this user is either super special or an Influencer that has helped promote the platform.

  • Daily engagement.

  • Written a blog piece.

  • Has profile set up properly.

How: Eton Digital Development

How: Focus on them being pioneers, increase followers, collaboration, Ambassador role.

How: Direct email and then shout about them being super exclusive. Imagine when the How: platform grows?!

Goal: Give our Badge users a reason to share and showcase the platform.

Goal: Encourage return rates for these users - 2 or 3 x per week.

Key Stores get an exclusive badge to show they are special.

       

Simple on platform badge that highlights this store is super special.

  • Daily engagement.

  • Written a blog piece?

  • Has profile set up properly.

How: Direct email and then shout about them being super exclusive. Imagine when                     the platform grows?!

Goal: Give our Badge users a reason to share and showcase the platform.

Goal: Encourage return rates for these users - 2 or 3 x per week.

HYPE PODS

Personal Network of friends and associated friends

       

Aim to solidify the platform content, our social media engagement, and begin early Word of Mouth (WOM).

  • Plus 1 System - pass on the platform to one person the pod trusts.

  • Personal & Honest people.

  • Carefully chosen to best represent the platform.

Role - Platform 

 

  • Weekly Engagement - 10 to 30 minutes.

  • Likes, Comments, Re-Beats

  • Community Content Creators. 

Role - Social Media

 

  • Like (& RT/Share) every Instagram, Twitter, Facebook post.

Reward

 

  • CV Reference - Sell potential of the platform. "You were there at the start of Snapchat."

  • Free Stuff - Lunch, Products, Luxury Life (one day).

  • Small Investment right now for a large potential gain.

Goal 

 

  • 4 - 8 -12 small scale group.

  • Hype Squad Whats App page with daily updates - Involvement is KEY

  • Community Content Creators

How to Choose 

Each person in the Hype Pods need to sell the concept of Impulse and it's potential with enthusiasm and in-depth platform knowledge.

 

It is vital the person they choose will be consistent and honest - build a collaboration effect between your own pod - and add to this Impulse community feeling. We want their fullest input and involvement as they will be representing the company - features, future ideas and changes etc.

NEWSLETTER

Weekly Mailchimp email to increase presence and return rate

       

Newsletter containing platform information, news, and updates. Aimed only at our current subscribers, it will be an important way to maintain communication. Needs to be valuable and "clickbaity" enough to read and clickthrough.

  • Featured Products

  • Profile's of the Week

  • Stores of the Week

  • Blog Post Grid

  • Social Media Links

  • Topical/Funny video

Goal: Increase Return to Platform rate.

GoalBuild a greater presence in people's minds.

Goal: Solidify relationships with key Impulse users. 

COOL SH*T
Issue I
Hey Nicole,
Impulse is throwing out some truly cool sh*t from across the world and we didn't want you to miss it.
A few on point profiles
Jimmy Crew
Urban Chicken
Lola Q
Sheila Coast

BLOG CONVERSION

Ensure the blog is set-up to push readers to become platform users.

       

The blog needs to be an optimised channel to funnel readers towards being a direct user, or at least sign up for our newsletter. We can then convert from newsletter reader to direct user at a later date.

  • Sign Up for Newsletter

  • Tags are key for SEO ranking

  • Optimise Header

  • Add more weareimpulse.co links

Goal: Increase Blog readership.

GoalIncrease blog to platform user conversion.

Goal: Get blog readers to sign up for newsletter. Actually show the weekly newsletter link Goal  in each blog piece.

STORE OF THE WEEK

Build and maintain with Stores both on and off the platform.

       

A simple way to keep our platform stores happy, and to begin courting any new stores that may one day convert to Impulse. Only takes a few small steps for a large long term gain.

  • Blog Piece

  • Twitter & (Insta) Shout

  • Blog for Blog?

  • Choose stores carefully

Goal: Connect with existing store base = increased retention.

Goal: Earn rapport with external stores.

Goal: Have a strong blog presence by showcasing great stores.

Goal: Possibly attract social media followers to the blog, newsletter and platform.

How: Direct email contact with people.

How: Use WipLabs as a template to contact stores.

IDEAS - Tier 2

USER INTERVIEWS

Pinterest style interview and conversation with users, influencers, and stores. 

       

Another easy way to add blog content, increase rapport with our user base and maintain retention rates. We can apply this to both internal users - and external people.

  • Q & A via email

  • Mainly about there lifestyle

  • Drop in Impulse and how they use the platform

Goal: Connect with existing user base = increased retention.

Goal: Earn rapport with key users.

Goal: Possibly attract social media followers to the blog, newsletter and platform.

How: Direct email contact with people.

How: Sell the idea of being on a growing social platform blog.

How: Make it worth users time (store exposure) and store (shopper exposure).

GUEST BLOGGERS

Try and access popular bloggers/tech/fashion/apps/start-ups and collaborate for a blog only exposure focus. 

       

As a means to expand our blog numbers and unique visitors, it would be important to collaborate with larger writers in our field. Helps our rankings and also can be done on a blog for blog basis.

  • SAMS contact via email

  • Broaden horizons, access new markets, be featured as we grow.

  • Possibly drop in on Impulse and give their opinion on the platform

Goal: Connect with new writers.

Goal: Increase blog exposure and visitors.

Goal: Have a strong blog presence by showcasing new people.

Goal: Possibly attract social media followers to the blog, newsletter and platform.

Guest blog for other larger sites - send our content and connect.

       

As a means to expand our blog numbers and unique visitors, it would be important to try and guest blog with larger writers in our field. 

Goal: Connect with new writers.

Goal: Increase blog exposure and visitors.

Goal: Have a strong blog presence by showcasing new people.

Goal: Possibly attract social media followers to the blog, newsletter and platform.

STORE EMAILS

Bring our Stores back to the platform.

       

Direct emails outlining what they have missed out on, what their profile could look like, and a few products of there's that have been uploaded.

  • Mock up a store profile for them.

  • Upload and "push" their products as an example.

  • Feature them in the newsletter.

Goal: Retain stores on a weekly basis.

Goal: Build the relationship. Go out of our way for them.

Goal: Perfect pre-cursor to the 1 day advert.

GUERILLA EMAILS

Direct email external stores and show them their products on the platform. 

       

Frame each approach as a "well done" or "did you notice" your stuff was here. A personal email - similar to the above idea - except we have to least annoy our intended targets. They don't know Impulse exists...yet.

  • Upload the "perfect" product. (Mock up a potential profile)

  • Boost with likes and re-beats.

  • Feature them in the newsletter.

  • Make it seem like an automated email?

Goal: Aggressively attract new stores.

Goal: Build the relationship. Go out of our way for them.

GoalSAMS approach - show them what they are missing out on.

1 DAY STORE ADVERTS

1 day offer in exchange for making your profile and uploading 4 products. 

       

Simple method to encourage stores to come back to the platform after signing up and "flesh" out their profile a little. Also a clever way to introduce them to our scrolling header ads.

  • Upload the "perfect" product for them (Mock up the advert?)

  • Boost with likes and re-beats. Hard.

  • Feature them in the newsletter.

  • Personal relationship building. Trust.

Goal: Flesh out profiles and the platform with new products.

Goal: Build the relationship. Go out of our way for them.

GoalSAMS approach - show them what they are missing out on.

Goal: Explain the potential of the advert system and future bundle offers...

DEMO VIDEO

1 Minute demo video to showcase key features. 

       

A demo video would allows us to highlight the key features, help people understand Impulse, and make on-boarding far more efficient. The demo video would also be perfect for sending to recent sign ups as a retention tool. Prompt a profile picture and re-beats.

  • Quick fire and very simple.

  • Pick out the key features, buttons, and uses for Impulse.

  • Video Record Screen. Mix in images and music. (Apple and Squarespace)

Goal: Retain users via a direct follow up email.

GoalOffer users more of a reason to return to the platform. Do profile pic & re-beats.

GoalShowcase what the platform could look like for them.

Could be a smart video to Pin on social media or Blog and become an ease of access point for PR, bloggers, and possible users.

GROWTHHACKERS

Guest write new GrowthHackers case studies. 

       

GrowthHackers is a large community and forum of marketers, business leaders, and writers focused on growth. We would do submission pieces for the Case Studies page once a month covering a new start-up.

  • We love the GH page and so we wanted to see more content and help others.

  • Based on current Case Studies - in depth and uncovering 'unknown' facts.

  • We are learning how to grow Impulse and by doing these case studies ourselves we unearth new marketing ideas to use for our growth.

Goal: Have a working relationship with a huge online community.

GoalMonthly Case Studies.

GoalAccess to a higher level of exposure and possible network connections.

REDDIT

Access a new social platform to build a community or help push traffic to certain posts.

       

Reddit is a tough community forum space to access - heavily moderated, but an unexploited space for companies to access carefully. Reddit is has many potential uses:

  • Build an online community of product lovers (huge traffic potential).

  • Boost any product adverts on platform, blog or newsletter through Reddit.

  • A/B test a WeAreImpulse page and a Cool Sh*t page.

  • Focus on clickbaity products, new tech, and random 'unseen' goods.

Goal: Access an untapped community space.

Goal: Boost traffic to blog, platform and newsletter.

GoalFind early adopter users for the platform.

LONDON COMMUNITY

Build a small community of stores (and users) face to face in London.

       

Face to face interaction and communities will help get our personal approach to our stores and help them believe in our movement. Needs to be very small scale, heavy individual focus, and begin to curate these relationships.

Phase One

  • Work with Urban Gilt only.

  • Explain the vision for the platform and our ethos.

  • Outline current benefits and future benefits for being with Impulse from the start.

  • Help with their design, business, and work together to grow as a duo.

  • Scout out new stores to link for Phase two.

Phase Two

  • Expand to 5 London stores.

  • Do monthly meet-ups - Lunch. Camden. Workspaces?

  • Feature discussion and invite London users.

Role: One Upload/Day - Rotate Products & New Images?

RoleLikes to show support and boost products up the Trending section.

RoleRe-Beat other stores in community to show support (as long as it fits!)

Role#London - secure the tag.

RoleInvite your customers and social media followers. We can do manual TSU.

Reward: Paid Bundle or FREE?

RewardHeader Advert Spot 

RewardFeatures Store in Newsletter

RewardStore of the Week piece

 

Goals

Our goal needs to be secure long term relationships and friendships with these stores and begin promoting them as the very best Impulse stores. A London hub of stores, leads to a London hub of users and Influencers, which leads to a central focus to the company.

The approach needs to be friendly and professional. It is a SALES task to secure the stores belief and translate that to engagement and sales on the Impulse platform. We are pitching a very small investment in exchange for leading the way on a brand new social platform aiming to take on everyone.

 

UNI FEEDBACK

Get direct feedback on the platform, how it looks, and if they would use it.

       

Another face to face approach to begin interacting with our target market and get their opinion on the platform. Chat and discuss about shopping, share our vision, and sell our story as young graduates.

  • Draw students in with free sweets, stickers, happy vibes.

  • Explain the vision for the platform and our ethos.

  • Offer a CV reference by being an early feedback tester or CCC for Impulse.

  • Food/Drink reward for signing up and profile picture - Subway Deals.

Goal: Get personal feedback about how the platform looks. Anonymous?

GoalPush for 5 sign ups per visit.

GoalSet up profile. Show video. Demo the platform.

Need: Paperwork

Need: Sweets, Stickers, Food Vouchers.

Need: Demos - Laptop, iPad, Phone (Blog & Newsletter)

Need: Something interesting to tie people in - Balloons

Need: T-Shorts and official attire?

Location is vital - find best footfall, time of day, and potential students leaving a certain class? Focus on certain buildings at 2 university locations for now.

 

IDEAS - Tier 3

UNI STALL

Semi-Permanent travelling stall setup between 5 key University hubs.

 

Showcase directly to our target market what Impulse is, our social vibes, and demo the platform and some products. High key, slick set up focused on entertainment, giveaways and engaging students in each Student Union.

  • Stall setup - main centre console, 10 product plinths, 2 entertainment units.

  • Plethora of showpiece products.

  • Heavily Mac and Apple demo - minimal approach with focus on platform.

  • Showcase event to build hype and WOM. Night-out giveaway etc.

Goal: 50 new sign ups a day.

GoalBecome the campus Start-up.

GoalBuild a university following - presence and incentive to use the platform.

Goal: Engage a working relationship with a club.

Need: Stall

Need: Products

Need: Power and Wiring

Need: Macbooks

NeedXbox & TV

NeedMusic

NeedEntertainment

Need: Sweets & Food

NeedNightclub giveaway or VIP or drinks vouchers

Location is vital - find best footfall, time of day, and potential students leaving a certain class? Focus on central building e.g Exeter Mid Campus Venue, Loughborough, Birmingham, London.

UNI SOCIETIES

Build university hubs through societies.

Simple way to access students is through their own societies. Whether it be fashion, shopping, business, design, journalism etc - an approach focused on turning these people into platform users could be a helpful boost. Especially used in conjunction with the uni Stall idea.

  • Email as first contact - Face to face to close ideas.

  • We could attend a social night?

  • Demo platform, how they can use it, how they can help, talk about CV and future job opportunities.

Goal: Increase university presence and add 10 users a visit.

VIRAL VIDEO

Short video to increase platform exposure.

High quality, carefully thought out and shot video aimed at capturing the imagination of the general population of our target market. It will be a professionally produced video, advert, sketch, experiment, social plot - purpose built for SM audience. Examples:

  • First Kiss Video

  • Cadbury's

  • Blend It Campaign

  • Funny, Animals, Controversial, Sharp, Human, Honest - Emotion = Share

Goal: 30 second to 2 minute video. Build in virality.

LIVESTREAM GIVEAWAY

Live-stream a location with a product bundle on SM.

Awesome way to garner real time, quick fire interest on social media, and give a strong source of valuable content to our London store and user base. We film a secret London location - first person to find the bundle in the video wins. 

  • Similar to the Pro-Direct giveaways.

  • Direct link to Stores and a unique way for them to advertise their products.

  • Weekly event in different locations.

  • Use FB, TW, IN, or new platform Periscope.

Goal: Increase SM daily and weekly presence.

Goal: Have a topical and cool brand reputation online.

Goal: Showcase on our splash page or platform one day.  

TIME SENSITIVE UPLOADS

Flash sales launched manually by us or as part of being a Verified Store.

Originally designed as a referral scheme to attract SM users to Impulse - actually has a plethora of uses and potential ways to encourage retention, new users, and help Stores feel more exclusive.

  • Stores can reward there SM followers.

  • Stores can quickly sell off old stock, deals and bundles without editing website.

  • Stores can boost Impulse profile followers.

  • Users have increase reason to return to platform to catch a good deal.

  • Users will follow the Stores that offer the best TSU.

  • Allow users to send friends TSU via Facebook Messenger.

  • Differentiation system for Verified Stores.

Phase One

Manual system that allows Stores to offer something to their followers on the platform.

  • We post TSU for the Store.

  • Store lets their SM followers know it's on the platform. (Sign Up for the deal.)

  • We then hand over the Order details - Store completes the order.

  • Up to the Store to push their item and get sales done.

Phase Two

Automated system that allows Verified Stores to upload TSU onto the platform whenever they need.

Goal: New Impulse feature.

Goal: Great for PR.

Goal: Stores increase sales, SM following, platform followers. 

Goal: Users have a reason to return and double check any new items.

10% DISCOUNT

New users get 10% off by following certain stores.

Referral program to get Store shoppers onto Impulse as users. Agreed 10% discount that is implemented on platform or through a "Discount Code".

  • Follow Store.

  • Direct message?

  • Help Stores reward their shoppers again.

PR EXPOSURE

Gain access to online blogs, tech sites, news, journalists and writers.

Once Impulse reaches a critical base of users, and possibly coinciding with our Investment hunt, a targeted PR campaign to gain wider exposure to the London start-up community and world mainstream media would be a superb boost. 

  • Tech. Fashion. Business. Shopping. News.

  • Tier system built up over 6 months to access the higher levels of PR.

Goal: Increase SM daily and weekly presence.

Goal: Have a topical and cool brand reputation online.

Goal: Showcase on our splash page or platform one day. 

Phase One

Online Network built through Twitter, Blogs, Comments, Shares, LinkedIn. Simple way t set-up conversation online and begin becoming a voice in our field. We need to be honest and show care for the people we want to write about Impulse.

Phase Two

Face to Face network, built on business events, magazine events, walking into offices, and building a reputation for trying to get to know people. Go through Incubators and Accelerators, and expand on our friends/adviser network.

PR PACKAGE

Physical PR package to showcase a few of our products and style.

Carefully targeted PR Package sent to 5 writers from major sites we have spoken to and built a rapport. 

  • Tech. Fashion. Business. Shopping. News.

  • Simple box with goods RELATED to the writer. Make it recommended.

  • Must be built on an already-standing relationship.

INFLUENCER PACKAGE

Care package sent to our select Influencers to mimic store collaborations.

Carefully targeted PR Package sent to our Impulse Influencer Badge holders. Could also be used for external Influencer Paid work. 

  • Retention technique to ensure we build relationships with these people.

  • Simple box with goods RELATED to the writer. Make it recommended.

  • All images link through to Impulse. Writer gets an Impulse Blog badge?

Tier System

Stores offer goods in exchange for blog posts and social media shoutouts. It is our job to match the correct people and stores, and ensure the influencer is gauged on engagement, followers, metrics etc.

Tier 1 = £10

Tier 2 = £25

Tier 3 = £50

  • Easy way to introduce our Stores to Influencer Marketing without cash changing hands. More of a collaboration than a promotion.

Goal

  • Our Influencers get to collaborate.

  • Influencer badge has some true meaning.

  • Stores build community without spending true cash.

Tier 1     Wired - Mashable - Inc - Forbes
Tier 2           Mid Tier Fashion Blogs - Tech - Uni Mags - SM Pages
Tier 3                Fashion Bloggers - Small Scale Writers - Magazines

SCHEDULE

The marketing plan is a 12-18 month outline of our potential growth. It is a guide and not set in the stone. The macro plan is to test each idea for 2 weeks at a time, gauge some basic metrics and decide if we should elevate each plan further. The ideas move from Manual growth, to a more autonomous system.

Tier 1

The platform's growth is dependent on consistency, value, and care. Tier 1 ideas are a simple approach to gaining early users, hitting our first 3 months user numbers, and steadily building relationships with our new signups.

  • Emails

  • Blog Pieces & Pin It

  • Influencer Badge

  • Hype Pods

  • Newsletter

  • Blog Conversion

  • Store of the Week

Tier 2

The next tier introduces a small budget increase, and slightly more 'effort' regarding advert production, face to face community building, and some paid ideas. This will be put in place over the next 3-9 months.

  • User Interviews

  • Guest Bloggers

  • Store Emails

  • Guerilla Emails

  • 1 Day Store Advert

  • Demo Video

  • GrowthHackers

  • Reddit

  • London Community

  • Uni Feedback

Tier 3

The top tier introduces a larger budget, higher skill ideas, that involve larger platform population, more recognised identity, greater network, and position to be aiming for investment. We will push these in place in the 9-18 month phase.

  • University Stall Tour

  • University Societies

  • Viral Video

  • Livestream giveaway

  • Time Sensitive Uploads

  • 10% Discount

  • PR

  • PR Package

  • Influencer Package

RETENTION

 

New users will propel us towards an investment opportunity and platform security. However, the key to Impulse's success as a community platform and a business is our retention rate, and how loyal our user base is to our growth. Retention rates highlight how often our users come back to the platform, and how long they stay with us. Eye balls on site are vital - and we intend to ensure all our users have plenty of reasons to return.

Our goal shouldn't be too heavy at this stage - each Tier introduces new retention ideas that will compound to ensure Impulse never leaves our user bases minds.

Tier 1 Goal - Once a month

Tier 2 Goal - Once a Fortnight

Tier 3 Goal - Twice a Week

 

Ideas for Retention Focus - In Tiers

  • Influencer Badge

  • Newsletter

  • Store of the Week 

  • Store Emails

  • 1 Day Store Advert

  • Demo Video

  • London Community

  • Livestream giveaway

  • Time Sensitive Uploads

  • 10% Discount

  • Influencer Package

 

BUDGET

In short, not a damn lot. Like for the first 3 months is currently £25/month, and then Tier 2 is minimally more than that. It is not until Tier 3 and possibly post investment do we move into larger marketing budget territory.

Our focus is on organic growth, built upon valued relationships. A proper focused attempt at engaging our users, and pushing potential users to the platform with a £0 budget will stand us in strong stead when we do have a small budget available to work with. 

 

 

PLATFORM CHANGES

The platform has a relatively fixed growth route in regards to changes to features. We don't have the budget to expand on current ideas or add new features quickly. Our marketing is built around the current platform, and only some minor UI additions and on-boarding changes to best boost user retention rate and respond to the needs of our Stores and Users.

Platform On-Boarding

A crucial way of retaining users is giving the best first impression possible and showcasing the features that give them a reason to return. currently, users are thrown onto the platform with no help, and as such miss out on their profile, following users, uploading, explore page, re-beats, and the Facebook Messenger button. A small UI would to be give "pop-up" bubbles that explain the key features as they move through the platform and page to page.

 

 

 

 

 

 

 

 

 

 

Increase Social Visibility

We're a social platform without proper social visibility between users. Often people cannot find new people to follow or stores to checkout. So we need to introduce simple "People to Follow" & "Stores to Follow" sections on the Home Feed. Mainly Random? Or can we change them daily/weekly?

Splash Page Re-work

In accordance with the Message rework - we may need to re-design the splash page to offer a more black and white idea of what Impulse is and explain in-depth how are users can benefit from the platform.

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PEOPLE TO FOLLOW
James Roberts
Sarah Wisdom
Bobby Brown