2 years ago when we were preparing to release the second version of our play marketing software, Goodbuzz, we decided to create an engaging video to tell the story behind our brand. The result was the video below:
When we launched that second version of the application in November 2011, the success was instant: we made more money during the first 5 months of the release than during the last 2 previous years. We received 7 requests from marketing agencies around the world to become our affiliates. 4 agencies volunteered to translate the application into Spanish, French, Vietnamese, Turkish, and Greek. We signed 5 local representative deals, and a major retailer in Canada inquired to integrate the solution into their marketing application. A 400.000 business directory company in California provisioned to integrate Goodbuzz inside their directory listing and yellow pages.
In the meantime we got selected for 2 accelerators in Europe, got coverage in major tech blogs, went to Silicon Valley, and receive 3 venture capitalists inbound interest. On the users’ side, we received about 300 moving letters of appreciation:
“That is really very appealing people earns so much in tips i never knew that, but now i have so looking forward to joining this good buzz. It’s a better way to advertise, promote our things online and i think i am good in marketing. its very important to earn extra money in today economy where prices are high like never before. One must not forgot to appreciate Goodbuzz website designer’s website is very color full the video of intro is very appealing as i mention before. I am a stable hard working women but still i need to earn this extra income its very important.”
“Great new idea to get fast marketing results. Earn extra money while virtually spending a small amount of time contacting friends and acquaintances. Concise, informative, motivating video to get you started.”
“This site is great! I’ve never seen anything like it in my life! I think you’ll change my life. It is a new step for human evolution.”
We also received heart warming love letters from our customers.
Without doubt, I can attribute a good part of the results we’ve got to that single video. It took me 2 months to research and perfect the story. In the end it clicks well with people. Using voice, visuals, animations and humor made the story deeply engaging.
I’d say, all started in 1999, I was recruited by a European Union program in Togo (West Africa) to help the local entertainment industry produce and eventually export more cultural goods. The program was based on a research paper done by a consulting firm which discovered that cultural goods were one of the most successful products African countries produce and export.
Working on this program was very exciting, however I quickly discovered that producing goods is one thing, but marketing them is a much bigger challenge, specially in the entertainment business. Interestingly, the program didn’t allow us to use any money for advertising purposes, where most of the musicians, artists and entrepreneurs I was working with had no clue about marketing.
I came out of this program one year later with the conclusion that production of goods is not the biggest challenge small entrepreneurs face, but how to advertise effectively and profitably.
In 2008, I started a project called “linkcrafter” with the purpose to solve the above problem. I hired an animator to create a video, and what came out his work was one of the most engaging and moving animation I’ve ever been involved into. Here is it:
Despite my best intention, this product was not a success. The basic idea was to use a question-and-answer platform to provide free leads to small businesses. We built a tool that intelligently turns people questions from a Q&A portal into leads source for professional in our network. The typical example is a user question related to divorce or loans which will be converted into potential leads for a lawyer or a finance advisor.
In 2010 we pivot to a new idea, again based on free leads generation for small businesses, but this time focused on event organizers and entertainment industry. I felt I needed to be back to the root of my motivation.
The unfolding project from this pivot was a peer to peer network where events organizers support each other by sharing their peers’s events with their contacts and followers. The typical example is a network of local musicians and bands who will use the platform to promote each other gigs.
This product was far more successful and attracted lot of attention and following. More than 1500 event professionals joined the network and thousands of leads were exchanged through the system. However, after 9 months of operations, we started getting feedback from our members saying that many event professionals circles of friends and contacts were not big enough to guarantee successful promotions even when they recommend each other. Their request was to find ways to reach out to more people outside of their circles.
Slowly, it dawns on us the idea of using the most widespread social incentive system (tipping) to leverage the most widespread social behavior on the web: sharing, to help our members succeed their event promotion.
We went on to completely redesign the application which changed its name to Goodbuzz.