StomperNet Director s s Cut

Transcription

1 StomperNet Director s s Cut Behind the Scenes at a Record Setting Product Launch Brad Fallon CEO Free IQ Who is Brad Fallon? says.... 1

2 What good is a good idea? Inventor of: Sliced Bread Otto Frederick Rohwedder ( ) 2

3 Inventing Sliced Bread Timeline Idea (Found an Idea) Prototype First Sale.1928 Commercial Success (Found a Market) Wonder Bread different company, different machine The Internet Changes Everything.... 3

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5 Smart Marketing, Inc. Timeline 2004.$1.2 million (Found a Market, SEO) 5

6 Kate Aspen Sales , , , , , , , Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Smart Marketing, Inc. Timeline 2004.$1.2 million (Found a Market, SEO) 2005.$7.8 million 6

7 Why we like Information Products 7

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9 Why we like Premium Media Products even better... Smart Marketing, Inc. Timeline 2004.$1.2 million (Found a Market, SEO) 2005.$7.8 million 2006.$32 million 9

10 StomperNet $12 Million in Sales in First 12 Hours October 3, 2006 In 30 Minutes... StomperNet Case Study Five Key Strategies Relaunch Update 10

11 Stomping the Search Engines June, 2004 StomperNet 1. Home Study Course 2. Online Portal Community 3. Ongoing Training - Traffic & Conversion 4. Proprietary Software 5. Four Live Events 11

12 Target Market 1. Internet entrepreneurs 2. Small business owners 3. Part-time site owners 4. Some others 5. Beginners to very sophisticated 6. Key = owners (Desire & Authority) Five Key Strategies 1. Focus on Affiliate Marketing 2. Use Online Video 3. Move the Free Line 4. Offer Incontrovertible Proof 5. Be Transparent (Blog) 12

13 Why this Works Affiliate Marketing Premium Media Products Online Video 13

14 What s s So Great About Affiliate Marketing? 1. Free 2. Referrals are key More credible Higher conversion Better margin 3. More sites than you can ever build Big Myth That Won t t Go Away The money is in your list 14

15 Fact: The money is in other people s list. What s s So Great About Online Video? 15

16 In one month, there were 175 Million Unique U.S. Internet Users Online Video Is Pervasive Source: comscore In one month, there were 175 Million Unique U.S. Internet Users Online Video Is Pervasive 123 Million Streamed Video 70% Source: comscore 16

17 122,872,000 Unique U.S. Streamers Per Month Total TV Households 111 Unique Monthly Streamers 107 Cable TV Households Millions Source: comscore Growth in Online Activities Top Five Increases Increase: 2005 to 2006 Web Phone Calls Visited Blogs Watched Video Download Music Used IM Percent Change Source: Mediamark Research 17

18 Online Video is a HUGE Opportunity 123 Million Streamed Total TV Households Unique Monthly Streamers Video Cable TV 65 Households Increase: 2005 to Millions Web Phone Calls Visited Blogs Watched Video Download Music Used IM Percent Change What s s Wrong with Online Video? 18

19 Online Video Sites: Target Audience Consumer Business Online Video Sites: Target Audience Consumer Business yahoo videojug videovat zango stage6 putfile youtube vmix ourmedia msnvideo veoh revver Opportunity liveclip ifilm brightcove guba gofish daily motion metacafe bilptv google ebaum iamplify myspace 19

20 Online Video Sites: User Revenue Model No Revenue Modest Revenue (PPV, Ad Split, Or Video Sales) Affiliate Driven Revenue Stream Online Video Sites: User Revenue Model ebaum No Revenue youtube Modest Revenue (PPV, Ad Split, Or Video Sales) Affiliate Driven Revenue Stream videovat videojug gooogle veoh stage6 putfile zango vmix ourmedia msnvideo yahoo revver liveclip ifilm brightcove guba gofish daily motion metacafe bilptv 20

21 Online Video Sites: User Revenue Model ebaum No Revenue youtube Modest Revenue (PPV, Ad Split, Or Video Sales) Affiliate Driven Revenue Stream videovat videojug gooogle veoh stage6 putfile zango vmix Opportunity ourmedia msnvideo yahoo revver liveclip ifilm brightcove guba gofish daily motion metacafe bilptv Smart Marketing, Inc. Timeline 2004.$1.2 million (Found a Market, SEO) 2005.$7.8 million 2006.$32 million 2007.Greatest Thing Since Sliced Bread 21

22 What s s So Great About Premium Media Products? 22

23 The Next Great Growth Opportunity Webucation Online continuing education is creating a new and distinct educational realm, and it is the future of education. There is a global market here that is potentially worth hundreds of billions of dollars. ~ Peter Drucker Forbes, 2000 Demand Curve v Price Very High Margins (Profit) Quantity Demanded 23

24 Demand Curve Price Quantity Demanded Demand Curve Price Quantity Demanded 24

25 Demand Curve Price Quantity Demanded Demand Curve Price Quantity Demanded 25

26 Demand Curve Price Quantity Demanded Moving the Free Line 26

27 What s the Number One Most Powerful Word in Marketing, Ever? Free 27

28 The Free Line FREE $ $ $ $ $ Move the Free Line! FREE $ $ $ $ $ $ 28

29 FREE $ $ $ $ $ FREE $ $ $ $ $ 29

30 Free Quality Content Three Free Videos 30

31 Advantages of Video Higher perceived value Can t read in your Forces a good introduction (like print this out and read it; it may be the most important thing you read all year.) Way more viral (no one is going to forward a long sales letter ) Encorage the conversation (blog comments, questions) Valuable 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 and read it today Encourage the conversation on the blog 31

32 Video Case Studies Incontrovertible Proof 32

33 Pre-Launch Blog Be Transparent 33

34 Comment on Comments Answer Questions Huge difference maker Train your affiliates Another argument for higher prices 34

35 Pre Sell for 10 Days Write 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 35

36 Key Concepts T-5 Countdown (all 5 elements) Scarcity Social Proof Limited number is very compelling Price Fast Start Bonus Don t t Forget the Affiliate Blog What s going on Swipe files Promote competition Bonus contests Example Note: This is the last place for all e-marketing! 36

37 Pre 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 Actual 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 37

38 Immediate 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 Be Ready to Take Action 63% < $1,000/month online Bloody Monday issue Staff, now 25 people (from zero) 38

39 Alexa Ranking October 3, 2007 Post Launch Results 39

40 Retention Rate After 7 Months 56% Premier 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 40

41 Active Online Portal with more than 50,000 forum posts Content Library with more than 400 Hours of Video 41

42 Atlanta November, Attendees Orlando March, Attendees 42

43 Affiliate Commissions $7 million total revenue $3 million in affiliate checks (plus an M5) Appreciation 43

44 Post Launch Results Retention Rate of 56% after 6 months Eight Premier Faculty Members 25 Employees Content Library hours of video Two Live Events Atlanta Attendees Orlando Attendees $3 million in affiliate checks (plus an M5) What s s Next? 44

45 Next Launch May 3rd - May 10th Forced Continuity at $800/month Simultaneously launch both $800/month AND $1 Thirty-Day Trial 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! 45

46 Or Better... Try it yourself for $1 StomperBlog.com (See the entire launch sequence.) Web 2.0 Thought for the Day 46

47 Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up. It knows it must run faster than the slowest gazelle or it will starve to death. 47

48 Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up. It knows it must run faster than the slowest gazelle or it will starve to death. It doesn t matter if you are a lion or a gazelle... When the sun comes up, you d better be running. Questions? Chris Watson and will be at a table all day tomorrow. 1. $1 StomperNet 2. Free IQ New Media PPC Ads on a Long Tail Content Network with Zero Competition Brad Fallon CEO, Free IQ [email protected] cell/text