Breaking a Sweat: How We Brought a Fitness App to Market in Under 5 MonthsPaul PenderMarketing Manager, ASICS Digital

1. Background

2. Nailing the fundamentals

3. What to do post-launch

4. Summary

Our Agenda

Background

App:• Audio fitness app featuring

trainer-led classes in strength training, treadmill, cycling, fusion, and more

• Workouts reproduce the energy and quality of studio classes

Demographic: • Young, millennial females;

fitness explorers

ASICS Studio

REPLACE ME

• July - We’re launching an app • August - Begin to develop marketing

plan• September - Implemented Iterable• October - Launched beta• November - Soft Launch to App Store• December - Official Launch (global)

Timeline of ASICS Studio

The Fundamentals

• Don’t try and do everything at once!• You will either encounter decision

paralysis or do a poor job trying to tackle everything

• Prioritization and speed are key• Focus your energies to where your efforts

will have the biggest impact and give it 100%

Starting from scratch can be overwhelming

• Start from day 0 for a user and move from “left to right”

• What does my product do?• ASICS Studio delivers high quality

audio workouts to users

• What does a customer need to do to experience my product?• Users need to: download app →

register for account → take free trial → start workout

Prioritize from “left to right”

• Map each step you’ve identified and outline all possible actions a user can take• Y/N at each step

• Visually represents who you want to talk to and when you want to message them

Visualize the journey

• What can you do to move users from point A to point B?

• Brainstorm a backlog of ideas for the substance of your messaging • Use some, save the rest for testing

• Build a drip campaign for each point in the funnel, nudging users to “convert” at each step

Determine the “what”

• Once campaigns are set, determine what events, properties, and universal links are required to support your program

• Add these requirements to your flowchart and meet with your product engineering team

Technical requirements

• The lifecycle charts we made earlier can be easily converted into workflows

• String workflows together to create seamless user experience • leverage matching entrance/exit

criteria

• Always have a mobile-first focus

Build and implement your campaigns

>55%of all emails in 2017 were opened on

mobile devices

Return Path

• Email must be viewed as a mobile channel

• Assume your message will be read on mobile and you have 5 seconds worth of attention

• Mobile-first designs scale nicely on desktop

• Iterable drag and drop editor is already mobile friendly

Why mobile first?Email

>62%of users with push enabled return to an

app 1-month after download

Business Insider

• Push is a double-edged sword• incredibly effective at retaining users• can be off-putting if misused

• Timing and content is critical • unlike email, most users will see your

message as soon as you hit send

• Diversify your strategy so email and push don’t tell the same story

Why mobile first?Push Notifications

You’ve launched. Now what?

• Document baseline performance for all campaigns• depending on traffic, this may take months

• Watch individual user journeys while volume is still low

• Send campaign data into your database and analytics tool to measure full funnel + impact on retention

Measure baseline performance

Testing• Improve your baseline metrics with testing

• Simplicity of Iterable testing (no data team required)• +47% click rates on mobile-oriented email

• Find which communications are valuable to users and deliver a top notch experience

• Once you have a healthy base of subscribers you can begin to focus on retention, reactivation, etc.

Increase complexity and widen scope

• New features and testing require constant support from marketing• how will you support a new feature?• what events/properties do you need?

• Never let your messages contradict the user’s product experience• messaging touch points should be an

extension of the product

• Weekly sync ups with product open lines of communication and ensure alignment

Stay aligned with product

Closing

• Prioritization + speed• left → right

• Coordinating with product engineering early and often

• Ease of Iterable set-up

• Workflow Studio• new ideas are constantly

implemented, with no dependencies

Keys to success

Thank you

Q&A

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A Few Housekeeping Items