Speeches from Mobile Spree #1: Reaching emerging markets with Paul Malicki, CEO @ Flapper
Finding and speaking to target users in emerging markets
The first of our speakers at Berlin’s edition of Mobile Spree 2017, Paul Malicki, presented an insightful talk grounded in data about reaching emerging markets. The CEO and CMO of Flapper, a mobile marketplace for private flights, Paul spoke to the assembly of mobile marketers about how to find your target group and reach them effectively in tricky areas that come with their own set of challenges.
Paul defines an emerging market as a country with an audience that has some of the characteristics of a high LTV cohort. However, that audience congregates in difficult and hard-to-reach markets with non-scalable ad spaces. Reaching them involves a combination of targeting and multi-channel efforts - in Flapper’s case, Paul narrowed down the number of Brazilian neighborhoods in which premium buyers congregate down to just 20. Listen to Paul’s talk above or read below to find out the key takeaways on how Flapper successfully built those relationships with their clients.
Influencers in an emerging market: how to build trust
In an emerging market where you’re coming in as an outsider, building trust with your local area is paramount. You can run your ads anywhere you like, but people on the ground don't believe in you - and they need to in order for you to succeed. That’s where influencers come in. "You need to really localize your product. You need to gain some local support and and you need to put a face next to your brand for people to start believing in you". To find the right influencers, you can contact an agency or find your top followers on your own, using a platform like Audience. Flapper got in touch with some of their biggest followers, people with eight or nine million followers themselves:
We found the biggest names in Brazil and contacted them. ‘Why don’t you take a flight in our private jet?’, we asked. From one post, we received 200k likes, with 1.2MM reach. That’s a 16 percent engagement rate. That's a lot. After that our Instagram followership grew by leaps and bounds.
These engagements can have compounding effects. Paul was inspired by the success of the Instagram posts to reach out to influencers on LinkedIn. One such influencer wrote a story that included Flapper, and the next morning it was featured in four of the top categories on LinkedIn. A single category can have up to 800,000 followers. The following day, because of this article, they were featured in the biggest media channel in Brazil. None of this would have happened without talking to the right influencers at the outset.
Paul also recommended becoming your own influencer - short text posts on LinkedIn, especially if they’re inspiring or if share meaningful personal success stories can be extremely successful in terms of engagement. With 16,000 followers on LinkedIn, Paul can expect 8-10,000 views on a single image that he posts. While the numbers themselves may not appear to be very high, the quality of the traffic is excellent. One article that he wrote and posted on LinkedIn was read by 315 CEOs and Executive Directors and the bulk of the audience was based in Brazil, where Flapper is located.
International search and geo-marketing
Going global? “The world of search goes beyond Google,” Paul cautions, “We have so many search engines. Baidu, Yandex, and Daum all have non-search ad products”. The ways in which people use search engines differs across the globe, in how they structure their search terms, what they find most engaging in ads, and how they view ads across those different platforms. People in different countries search for the same products differently, so separate ad groups at the keyword level, suggested Paul, and then focus on your ten best to really get great results - 90% of your traffic might come from those ten.
Geo-marketing allows you to target specific neighborhoods - essential if you’re catering to a relatively small population of potential users in a given region. In a country of over 200 million people, Flapper targets neighborhoods. Flapper was able to geo-fence their efforts on Facebook and Google around 20 neighborhoods where their users were most likely to live. They also set up their social media accounts to auto-like when users visited select fancy venues, for example, Latin America's first six-star hotel. Flapper also made use of local solutions, for example by advertising on Waze.
Discounts: if you don't do them, you won't grow.
Engagement campaigns in emerging markets
People like to engage more in emerging markets, Paul told the crowd. If you want to succeed there, you need to get personalized, have fun, and get creative: Flapper did this through select promotions. Through one example, users received a manicure inside an airplane during a flight. Discounts in emerging markets are also a must - while some might argue that discounts ‘cheapen’ a brand, Paul acknowledged, if you don’t do them, you just won’t grow. Loyalty programs can be a part of those initiatives (if they are evaluated for their impact on user acquisition and recurrence and not just on retention rate), and much has changed about how they can work. Today’s loyalty programs have more categories than in the past and offer advanced segmentation - they should be treated as their own marketing channel.
Paul then gave the crowd a way to calculate the benefits of a loyalty program. If you’re interested in learning more about how to do this calculation yourself, or finding out what else Flapper had to say about achieving success in an emerging market, listen to the entire speech or check out the full slideshow below. Want more speeches from Mobile Spree 17? Subscribe to the blog and watch this space for the latest updates.