Introduction to Growth Hacking

Growth Hacking Summary

• Growth hacking is a strategy focusing solely on growth, often used by startups needing rapid growth on limited budgets.
• The goal is to acquire as many users/customers as possible while minimizing spending.

Traditional vs. Growth Hacking

• Traditional Marketing: Long-winded productions, frameworks based on theories, getting a finished product, finding a target market, focusing on the AIDA model (Awareness-Interest-Desire-Action), using traditional media like outdoor, TV, newspapers, radio, and social media.
• Growth Hacking: Data-driven mindset, small budget, experiments are key, frameworks based on hypotheses, helping developers make a superior product, focusing on the AAARRR model (Awareness-Acquisition-Activation-Retention-Referral-Revenue), using all available channels that work.

Growth Hacking Mindset

• Prioritize speed over perfection.
• Make data-driven decisions.
• Continuously improve.

Systems Thinking

• Systems thinkers focus on the whole process and underlying dynamics, identifying patterns amidst chaos.
• They are contrasted with linear thinkers.

Product-Market Fit

• Product-market fit is the strong alignment between a product's value proposition and unmet needs of target customers.
• A major reason for startup failure is lacking an identified market need (42%).

Design in Today's World

• Design is evolving from a background role to a driving force, demanding versatile and well-rounded individuals.
• Designers now need more than just artistic skill.

Stealth Marketing

• Stealth marketing is an indirect approach to generate buzz without revealing marketing efforts.
• It focuses on creating interest among customers without them knowing they are being targeted.
• This is also called guerrilla or undercover marketing.

What is a Brand?

• A brand is how a product or business is perceived by customers, investors, employees, the media, and more.
• Branding is the process of shaping these perceptions.
• Brands are intangible but very valuable assets for businesses.
• Customer feelings about brands impact purchasing behavior and directly affect company profits.

Brand Storytelling

• Brand storytelling is creating plot points to form an emotional connection between a brand and its audience.
• A brand story is a summary of a company's history, mission, purpose, and values, all presented through a narrative.

Brand Naming

• Metaphorical names: Reflect symbolic imagery and meaning that relates back to the brand positioning. They create visual and emotional associations, sparking intrigue and curiosity
• Compound names: Combining two or more words or parts of words. (e.g., Verizon, Instagram).

Brand Architecture

• A coordinated system of names, colors, symbols, and visual language defining a brand's organizational structure.
• Effective architecture is intentional, grounded in research about the customer experience. This design articulates a brand's key offerings intuitively.
• Monolithic: Single master brand with multiple sub-brands.
• Endorsed: Parent brand with varying relationships to sub-brands; the parent brand may be hidden or used depending on the division.
• Pluralistic: Each sub-brand has its own image.

Brand Archetypes

• Brand archetypes are inspired by timeless characters (hero, innocent, adventurer, sage).
• Each archetype has a widespread meaning and narrative.

Value-Based Brand Positioning

• Value-based positioning focuses on the customer value derived from buying/consuming a brand.
• Companies must establish the values of their product in the market before selling it.

Primary Data

• First-hand information, collected directly or by a third party, about the target market.

Secondary Data

• Existing data used to gain insight into a specific audience.
• Any information in public records is considered secondary data.

Break-Even Point (BEP)

• The level of business activity where sales revenue equals total costs (fixed and variable).
• Achieving BEP is crucial for a business to start making a profit.

Variable and Fixed Costs

• Variable Costs: Costs changing with business activity (raw materials, direct labor, commissions, utilities, shipping).
• Fixed Costs: Costs remaining constant regardless of business activity (employee salaries, insurance, office supplies, rent, property tax, interest).

Return On Investment (ROI)

• ROI is a profitability metric determining gain or loss from an investment relative to its cost.
• In business analysis, ROI and Net Present Value (NPV) show profitability.

Integrated Marketing Communications (IMC)

• A strategic approach coordinating diverse marketing tools (like social media, websites, blogs) into a single program, maximizing impact on consumers.

Creativity

• Creative thinking improves problem-solving by approaching issues differently to find innovative solutions.

Social Media Marketing

• A form leveraging social media channels (like Twitter, Instagram, Facebook, TikTok) to connect with customers.
• Social media allows reaching a large and targeted audience across devices (computers, mobile phones).

Graphic Design Principles

• Use Plenty of Space: Use exaggerated spacing for visual impact and readability. For instance, in posters, leave significant gaps between elements.

Logo Design

• Logos are the soul of a company, representing consistency, recognition, and positive feelings. They should integrate brand spirit throughout all visual elements.

Moments of Truth

• Second Moment of Truth: The ongoing relationship between a customer and product, encompassing their thoughts, perceptions, senses (touch, sight, smell).
• Ultimate Moment of Truth: The stage when customers share, shaping future zero moments of truth.