We have a 4 step approach

2. Identify

4. Optimise

1. Understand

Campaign learnings, brand insights and marketing tools 

Optimise, build insights & create new campaigns

Customer behavior, Low hanging fruit & quick wins

Create testing frameworks, & execute campaigns 

3. Influence

1. Understand
  • Your product: Laser focus on core features and value

    • “If your product is great, it doesn’t need to be good” Paul Buchheit

    • It’s more important to do a few things really well than to appeal to customers every whim and desire

    • Focus energy on identifying and perfecting your core features

    • Communicate these values with your customers

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  • Your customers

    • Use data (CRM, surveys, Google Analytics)  to answer key questions and identify gaps 

    • Who is our ideal customer?

    • How do they currently solve our problem?

    • How do they behave? 

      • Media usage, interests, culture, demographics
         

2. Identify
  • Your micro-market: The Greek system

    • We choose a small area to focus on and test  – e.g. All first year students in East London

    • Launch a high frequency of tests in this group to generate word of mouth

      • E.g. Uber focused on specific cities, served them well and then expanded

    • As capacity is reached the network effect is realised - we then optimize and expand
       

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3. Influence
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  • How can we test and increase engagement/ reach

    • Test a range of channels that resonate with your audience

    • Focus on a target Cost per Acquisition (CPA) and compare channels

    • Measure the quality of users down the funnel

    • Target based on user behaviours

    • Test lookalike/similar audiences

4. Optimise
  • Across the funnel

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Awareness

Boost reach at the top of the funnel and test visual ideas as well as branding

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Consideration

Users are at the research phase. Use descriptive and informative content

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Purchase

A combination of all channels can help drive purchase. Test a number of platforms for best results

Ways of working
The growth pyramid

By using the Growth Pyramid, we make sure we focus on driving revenue for your business, but we also think about tomorrow by allocating 20% of your budget on Test and Learn and another 20% on new channels

1. Always On (AO)

Budget: 60%
Strategy:  Optimise Best Practice execution across key channels to drive sales

Growth

AO

T&L

NU

Apply learnings to tests

If successful move to AO

If successful move to AO

2.Test & Learn (T&L)

Budget: 20%
Strategy:  Data driven sprint tests based hypothesis to gather learnings

3. New Channels/ Markets (NU)

Budget: 20%
Strategy: Expand into new channels, markets and projects

Every Client is different

While the budget distribution over the course of a year will be 60/20/20, it will look different on a month-to-month basis  as we balance testing with your peak sales period

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Working example

1. Always On (Key channels)

  • Google Ads - Conversion driver, focused on products, themes and competitors 

  • Social Ads - Builds brand affinity, awareness and storytelling  

2. Test & Learn

  • Method - Tests formulated based on data backed hypotheses e.g. Audience, propositions

  • Sprints - Test are run until significant results are found

  • Learn & optimise - Move successful tests to Always On

3. New Markets/ Projects/ Channels

  • Test - Unsaturated and high affinity channels e.g. TikTok, Pinterest

  • Expand - Best practices to key markets 
     

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