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Digiday Summit – May 2014 Winging a presentation, because it’s just better that way… Brent Rambo Orabrush, Inc. CTO @brentrambo
Digiday Summit – May 2014
Winging a presentation, because it’s just better that way…
Brent RamboOrabrush, Inc.
CTO @brentrambo
Digiday Summit – May 2014
Who is Brent Rambo?
@brentrambo
This is Brent Rambo, 25 years ago…
@brentrambo
More importantly… the CTO of Orabrush.
Digiday Summit – May 2014
WHO WE AREBad Breath Products Business
Video Marketing Ad Technology Model (YouTube)
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@brentrambo6
INTERNET USAGE MEETS TELEVISION—FIRST TIME
Average time spent on media per day
TV 2hrs 49m
Online 2hrs 44m
Radio 2 hrs
Print 0hrs 37m
TIME SPENT ONLINEby internet access device
Home PC/Laptop
Work PC
Smartphone
Table
2013 AMAS graphic (www.amas.ie)
@brentrambo7
DIGITAL MEDIA SET TO EXCEED TV TIME THIS YEARAVERAGE TIME AMERICAN ADULTS SPEND WITH MEDIA (HOURS:MINUTES)
@brentrambo
OBJECTIVES
• Deliver the “right content” to the “right target audience”
• Develop predictable, sustainable ecommerce revenue and user engagement.
• Deliver industry leading results at the lowest possible price point.
Digiday Summit – May 2014
THIS IS THE WING IT PART…
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Digiday Summit – May 2014
OK, MAYBE A LITTLE DATA…
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@brentrambo
Overview - All this was accomplished in 4 to 8 months. Actual Target Audience (and “love” group)
• Identified our highest converting “prime prospect” audience before shipping a single unit.
Pricing• Tested 46 different price points.
Messaging• Tested 245 different landing pages with messaging on nearly one million visitors.
We had qualified messaging before tooling was complete.• Tested 55 variations of a conversion video (commercial).• Tested 4 veterinarians for highest converting “endorser” of the product.
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ORAPUP RMM CASE STUDY RESULTS
@brentrambo12
ORAPUP TONGUE CLEANER FOR DOGS…
• Idea born from Orabrush consumers
• Used crowd funding (www.indiegogo.com) as a way to introduce the product and raise money
• Over $750K in pre-orders before launch
• Consumers have uploaded over 400 video reviews on YouTube and Facebook
@brentrambo
HOLISTIC DIGITAL OPTIMIZATION
VIDEO
WEBSITE
CHECKOUT
VIRALITY &LONG TERM
ENGAGEMENT
Repeat optimization process for each step of the website
Repeat optimization process for each step
of the checkoutRepeat optimization process virality &engagement
Repeat optimization process for each step
of the video
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@brentrambo
WHERE ARE WE TODAY?
• 10 Case Study clients in different industries applying the model using our proprietary platform.
• 29 clients in the queue for testing scalability in Q3/Q4 2014
• Preparing for large scale public availability of our technology
@brentrambo
3 KEY TAKEAWAYS (FOR CLAIR)
• One on one direct marketing that’s engaging is the future.
• Cater to your audience without creeping them out.
• Data can be overwhelming, ensure you have the right data to make the right decisions for your business.
