- 1. MARCH 2014 Digital Marketing Frontiers 19 MARCH 2014
2. MARCH 2014 Studied BComm and joined Deloitte as Graduate
Consultant straight out of college. Joined Hailo May 2012
Previously with Digital Agencies: Simply Zesty, RMG and McCann Blue
ROB CUMISKEY EMEA MARKETING MANAGER - HAILO 3. MARCH 2014 The HAILO
Story MARCH 2014 4. MARCH 2014 5. MARCH 2014 Since Nov 2011 Hailo
has launched in London, Dublin, Cork, Limerick, Galway, Toronto,
Montreal, Chicago, Boston, New York, Washington D.C., Madrid,
Barcelona & Osaka. 6. MARCH 2014 NOW LIVE IN 20+ IRISH TOWNS
AND CITIES 7. MARCH 2014 Launched November 1, 2011 in London by
three taxi drivers and three tech entrepreneurs. And we started on
a boat in London THE HAILO STORY 8. MARCH 2014 TECH ENTREPRENEURS
LONDON CAB DRIVERS Russell Hall Founder Terry Runham Founder Gary
Jackson Founder Jay Bregman CEO, Founder Caspar Woolley COO,
Founder Ron Zeghibe Chairman, Founder 9. MARCH 2014 SOME OF THE
BEST INVESTORS 10. MARCH 2014 THESE HAVE INVESTED IN OTHER GREAT
TECH START-UPS 11. MARCH 2014 HAILO STATS The worlds highest-rated
taxi app Hailo has over 19,000 reviews. 12. MARCH 2014 Over 50,000
drivers across the world are already working with Hailo. HAILO
STATS 13. MARCH 2014 A Hailo hail is accepted somewhere in the
world every 2 seconds. HAILO STATS 14. MARCH 2014 Since November
2011, over 1m+ people have downloaded and registered on Hailo.
HAILO STATS To date, Hailo has carried over 13 million passengers.
15. MARCH 2014 That is enough to travel to the moon and back 57
times. HAILO STATS 16. MARCH 2014 Marketing at HAILO 28 May 2013
Digital Frontiers 17. MARCH 2014 EMEA NA PERFORMANCE PR/SOCIALCRM
Our Marketing Structure BRAND CITIES CITIES 18. MARCH 2014 Digital
is in our DNA 19. MARCH 2014 1 ACTIVATION 2 GROWTH 3 RETENTION
RECOGNITION 5 REACTIVATION 6 RECOVERY 4 ADVOCACY Stages of Customer
Lifecycle Refer-a-friendNudge to First Hail RASP Recover a Stranded
Passenger Nudge to Use Again 0 ACQUISITION Registration Engagement
Celebration Rewarding PERFORMANCE CRM SOCIAL 20. MARCH 2014
Performance-based advertising is a form of advertising in which the
purchaser pays only when there are measurable results. 21. MARCH
2014 CPI CPRU 22. MARCH 2014 Paid digital Acquisition and
engagement through digital channels Focus on mobile Direct
Response, Geo-targeting, Custom Audiences Target, test and optimise
for low CPA Acquisition Engagement Facebook App Install Ads Twitter
Promoted Tweets (install links) Mobile App Ads Twitter Promoted
Accounts Twitter- Promoted Tweets (RTs, Clicks, Replies) FB Fan
Acquisition 23. MARCH 2014 Acquisition Facebook install ads Twitter
acquisition (promoted tweets with links)Mobile display (trackable
to install) 24. MARCH 2014 Engagement Twitter promoted accounts
(cost per follower) Twitter cost per engagement (clicks, RTs,
impressions) 25. MARCH 2014 Performance Marketing - Summary
Improved optimisation through new technology HasOffers (acquisition
tracking) and Mix Panel (app analytics) allow us to do CPA by
channel & cohort analysis Be early, stay fresh Go in early with
new media before user fatigue or competitors drive up the cost
Frequent creative refresh required; images beat copy Broaden number
of channels to test Learning: we are limited because we require
Geo-targeting to city level 26. MARCH 2014
