Digiday Summit – May 2014

Winging a presentation, because it’s just better that way…

Brent RamboOrabrush, Inc.

CTO @brentrambo

Digiday Summit – May 2014

Who is Brent Rambo?

@brentrambo

This is Brent Rambo, 25 years ago…

@brentrambo

More importantly… the CTO of Orabrush.

Digiday Summit – May 2014

WHO WE AREBad Breath Products Business

Video Marketing Ad Technology Model (YouTube)

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@brentrambo6

INTERNET USAGE MEETS TELEVISION—FIRST TIME

Average time spent on media per day

TV 2hrs 49m

Online 2hrs 44m

Radio 2 hrs

Print 0hrs 37m

TIME SPENT ONLINEby internet access device

Home PC/Laptop

Work PC

Smartphone

Table

2013 AMAS graphic (www.amas.ie)

@brentrambo7

DIGITAL MEDIA SET TO EXCEED TV TIME THIS YEARAVERAGE TIME AMERICAN ADULTS SPEND WITH MEDIA (HOURS:MINUTES)

@brentrambo

OBJECTIVES

• Deliver the “right content” to the “right target audience”

• Develop predictable, sustainable ecommerce revenue and user engagement.

• Deliver industry leading results at the lowest possible price point.

Digiday Summit – May 2014

THIS IS THE WING IT PART…

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Digiday Summit – May 2014

OK, MAYBE A LITTLE DATA…

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@brentrambo

Overview - All this was accomplished in 4 to 8 months.  Actual Target Audience (and “love” group)

• Identified our highest converting “prime prospect” audience before shipping a single unit.

Pricing• Tested 46 different price points.

Messaging• Tested 245 different landing pages with messaging on nearly one million visitors.

We had qualified messaging before tooling was complete.• Tested 55 variations of a conversion video (commercial).• Tested 4 veterinarians for highest converting “endorser” of the product.

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ORAPUP RMM CASE STUDY RESULTS

@brentrambo12

ORAPUP TONGUE CLEANER FOR DOGS…

• Idea born from Orabrush consumers

• Used crowd funding (www.indiegogo.com) as a way to introduce the product and raise money

• Over $750K in pre-orders before launch

• Consumers have uploaded over 400 video reviews on YouTube and Facebook

@brentrambo

HOLISTIC DIGITAL OPTIMIZATION

VIDEO

WEBSITE

CHECKOUT

VIRALITY &LONG TERM

ENGAGEMENT

Repeat optimization process for each step of the website

Repeat optimization process for each step

of the checkoutRepeat optimization process virality &engagement

Repeat optimization process for each step

of the video

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@brentrambo

WHERE ARE WE TODAY?

• 10 Case Study clients in different industries applying the model using our proprietary platform.

• 29 clients in the queue for testing scalability in Q3/Q4 2014

• Preparing for large scale public availability of our technology

@brentrambo

3 KEY TAKEAWAYS (FOR CLAIR)

• One on one direct marketing that’s engaging is the future.

• Cater to your audience without creeping them out.

• Data can be overwhelming, ensure you have the right data to make the right decisions for your business.