Michael Olaye’s Post

Best practices weren't always best practices. Activation is one of those things that FEELS like it's been around forever. Surely it has always been a priority to product teams, right? It simply makes so much sense to focus on activation before anything else. That's why it's so hard to remember that 'activation' as we know it only dates back about 10 years 🤯 "Before 2011, you couldn’t even find a mention of activation in the context of product on the entire internet. Even then you just find people talking about a feature being ‘activated.’" (Aakash Gupta's newsletter, I'll add a link to the comments). Dunno. Just makes you think.

Here we are using insights to inform choices and set priorities! I had a fabulous few days with the Uber UK Marketing Team working on their 2024 Brand Plans. This team is passionately curious, getting to the heart of their consumers needs and the competitive context to bring clarity and set direction for next years plans. Thank you for having me and for your commitment to the process Maya Gallego Spiers Alice Furlong Chris Ferguson Romy Moeller Will Hooker Sara Sharif Rob Vance #marketing #brand #brandstrategy #brandplanning

Just finished another excellent course by Karen Holst Tudhope “Product Management: Launching Your Product”  Key Takeaways: Establishing Product Launch Goals, Assembling and Leading Your Product Launch Team, Right Stakeholders, and Creating a Launch Strategy! Check it out: https://lnkd.in/gz6ZWf4G #productlaunch #productlaunchgoals #productmanagement #executivegoals

Making it harder to sign-up improves engagement! Product metrics are normally focused around 2 things 1. Increase sign-ups 2. Increase engagement/activation Increasing sign-ups normally means that engagement and activation drops. Why? Because a frictionless sign-up means anyone can have a go. This means your active users are filled with people who are never really that into you. Adding the right amount of friction in the process means you can filter out more of the people who are not fully invested in your solution. Having a really engaged, active user group means that your community will start doing the marketing for you, attracting more people with a similar profile. #productdesign #productgrowth #productmanagement #startupstrategies Agree/Disagree?

Exciting transformations are taking place in the world of marketing, especially with the innovative utilization of push notifications by new age brands and startups. They almost know what you'd like to read, at what time of the day & they deliver exactly that. Looks so seamless, raw & authentic. These dynamic businesses have harnessed the power of personalized, timely notifications to foster deeper engagement and drive conversions. By crafting compelling, relevant content and leveraging advanced segmentation techniques, they have successfully captured the attention of their target audience, creating a seamless and immersive user experience. One such example is of Rapido's push notification (image attached), which I received when I was trying to find a cab on Uber. Result? I ended up taking an auto ride back home with them! They clearly won my attention, and snatched a business opportunity. However, a small one, but what matters here is the perfect timing with a blend of personalisation. Too bullish on what the future has to offer us from a treatment towards consumer POV. Right from quality to care, a lot of aspects are going to influence purchase decisions. Excited for the times ahead! ✨ #PushNotifications

And that's a wrap (well - until 2024!). Last week was our last D2C Gamechangers workshop of the year, our one day intensive where we (and our curated tech partners) teach brand founders and ecom marketing teams tactical execution, brand valuations and sales, tech to drive revenue and efficiency, creative that cuts through, how to deal with TikTok, how to resource your brand and much more. Over 150 brands and ecom marketing team members hae attended Gamechangers this year, ranging from smaller start ups through to some of the most well known brands in the world AND VC / private equity firms who are either investing in or own multiple brands. We have been so thrilled to see so many brands increase their understanding, reduce CPAs and drive more revenue following Gamechangers. And we're so proud to be able to keep all of you updated with all the tech and innovation in this space, especially those solutions that reach our criteria of saving time / money and driving revenue. And the reason Gamechangers has so many great reviews (all of which can be seen on our site) is because there is no getting around the continuous learning in the ecom world, the brands who attend walk away with ideas, knowledge and contacts, all of which fits our mission to inspire, educate and connect! Here's to 2024 and supporting more brands in this space on their (not always easy) journey to success! #ecommerce #ecom #dtc #gamechangers #marketing

These days, speed is the answer to evolving strategies especially when it comes to the tech space. The go-to-market (GTM) framework can guide on product launch and provide the necessary attributes to attain a successful metric conversion.   The key components of a GTM strategy comprises of the target audience, company values and resources, and competitors.   Here are some common errors that tech companies can avoid when it comes to launching products in the market.   #gotomarket #productleadership #productlaunch #corporatestrategy

👉🏻 Launching is not the same as driving adoption. The launch blip is real. The inevitable outcome to launch activities. One of the signs of a mature product marketing process is the dedicated adoption campaign. Earlier on in the product marketing maturity curve, launch is the thing. Then as you get the ratio to product more in line, or you move up market, adoption becomes a major focus. You see the old launch and blip, is not real and widespread adoption. Which is fine. Awareness is usually the true goal at launch. However, launch activities only tap into the smaller self-motivated population of users. Spreading use to the majority needs a dedicated effort = adoption campaigns. And they do need to be dedicated efforts. With the single aim to drive long and widespread use. One of the great things about hyper growth is being there to see a lot of phases play out - and then working to meet those challenges.

I've been on Desperados Account for few years now and every Experiential Campaign we did so far raised the bar higher than before. This one is no exception to the rule!   Another incredible team effort involving multiple agencies, one global client & local markets who had to be sold on the idea. And the journey started nearly one year ago. My mom always cracks me up when seeing the campaigns we do and dropping a comment like "You have made a 30" spot and it took you one year? How? Why?". Well mom, it's a complicated puzzle but an exciting one to pull together! Let me tell you about it:   🪄Started with consumers & markets research to better understand each stakeholder's needs within the "Letting Loose" party field of play. 🪄Followed up with a strategy on a page that showed the evolution opportunity of the "Rave to Save" app that we already had success launching in the past 🪄Collaborated with UX experts and App Developers to revamp Rave to Save App and give it a new fresh look, feel & mechanic. 🪄 Sold the Big Campaign Idea to global team & local markets, making it as modular as you can imagine so it serves all needs. 🪄 Produced a song that was such a banger that gets into your head and doesn't get out of it (up until this today, it's still there on repeat) 🪄 Worked with amazing directors' duo who created a mixed media, dance busting launch film featuring a squad of creators.   We couldn't have choreographed this dance solo. It's been a waltz with our brilliant partners at The HEINEKEN Company, Jack Morton Worldwide, the high-tech felines at Robot Kittens, 1stAveMachine, Wave Studios London, and The Romans.   We are beyond proud, so without further ado, get a sneak peek at the premiere here, with plenty more encores to come. Alex Bennett-Grant rick chant Agathe Derrstroff Blyda Eksteen Rebekah Guilar Kyle Anthony Fiore Mostafa Hashish Thuy Pham Jonay Ortiz de Urbina Kyle Foreman Stephanie Whitehead Vyvy Ly Melissa Kincaid Bianca Cioti Lotte Nijenhuis Rutger van der Stegen Cecilia Bottai Mondino #genz #genzmarketing #innovation #marketing #experiential #experientialmarketing #loyalty #loyaltyprograms #loyaltymarketing #app #ecosystem