Do you know what R&D stands for?
Research and Development would be the likely answer.
But not in our world!
For us, R&D means ‘Rob and Duplicate’.
Let me explain…
A few years ago, I was running marketing for this gaming business that had recently launched a soccer game. At the time, it had around 40,000 monthly users.
My job was to figure out how we could boost these numbers further.
Now, there were tons of things that we could’ve done. But I wanted to find something that would really inflate the numbers.
I turned to Dropbox for inspiration. It’s one of those companies that scaled tremendously, with the majority of growth happening because of a few good ideas.
One of those ideas was using the product for promotion. When you run out of storage, Dropbox offers you two choices:
--> You can pay for more storage, or you can invite friends and get it for free.
And that’s exactly what I used my R&D method for.
When a user finished a soccer game, they’d have to wait for 24h until their energy refills. Alternatively, they could buy a $1 virtual Red Bull and restore energy immediately.
Now, $1 is not a lot of money. But our goal wasn’t to use it as a huge revenue stream in the first place. Instead, we used it to introduce another option that would actually meet our goals…
We gave people the option to invite five friends and get more energy to keep playing.
We went from 40,000 to 350,000 monthly active users in 30 days!
The point is, you don’t have to reinvent the wheel to create outstanding success. You can just take something that’s proven to work and apply it to your business.
In my next couple of blog posts, I’ll deconstruct the tactic and show you how to R&D it yourself.
Howard ‘Number Inflator’ Kingston
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Published by: Howard Kingston in Uncategorized
Tags: Lessons for Educational emails and Tips for Growth Thursday, success stories for student case studies