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Ready. Set. Grow.

Rocketbook

Discover how Rocketbook has built an audience of nearly 1 million app users and how they use those relationships to fuel new product launches on crowdfunding platforms.

 

About this episode:

Andie shares Rocketbook’s marketing strategy on:

  • How Rocketbook is listening to customer insights to improve their marketing
  • How they use email to power crowdfunding
  • How they use dynamic blocks to communicate with their four occupation personas

Learn about Dynamic Blocks

Full Transcript

 

 

Alicia Thomas: On this episode of Ready. Set. Grow., I’m headed just a few blocks down the street from our Boston office to chat with Andy from Rocketbook. With over for a million app users, I want to hear how they’re continuing to build relationships and how they’re using those connections to launch new products.

Andie Missert: So we create products that help get these awesome brainstorms and these ideas that you have in your head onto a notebook, onto a whiteboard and then with our app that brings them into the digital sphere so that you can collaborate with others.

Alicia Thomas: And so the company has progressed a lot in the time that you’ve been around. What product did you start with originally and kind of where are you today?

Andie Missert: Yeah, so we started with the rock book Wave, which is a notebook that can be placed in a microwave and erased with a little bit of water in there. But our flagship product is the Everlast, which has pages that can be erased with a little bit of water and can be used endlessly as many times as you need.

Andie Missert: But our latest product that we’ve been creating, is called Beacon. So Rocketbook Beacons, they’re little orange triangles and they go on the corners of your existing whiteboard. So similar to our notebooks, you can use your app with Beacons and it scans your whiteboard and sends it to the cloud, whichever destination you’d like.

Andie Missert: We also have something called Snap Cast Mode where you can set up your phone to look at the whiteboard during a meeting and you can share a link and every five seconds it will take another scan of the whiteboard so people can follow along and see what you’re doing.

Alicia Thomas: And so in a time that you’ve been at Rocketbook, how has your marketing strategy evolved?

Andie Missert: One way that it’s evolved as we’ve really, really been trying to get to know who our customers are. So we have over a million app users, people who are using our product, who love our product.

Andie Missert: So our marketing strategy more recently has been figuring out what these users want to learn beyond just more things about our product. So what they’re telling us is that they want productivity tips. They want to learn how to make the most out of their day to accomplish their goals, whether that professionally or personally and whatnot. So our marketing strategy right now is figuring out how we can engage with people to give them more to conquer their day to day.

Andie Missert: So it’s somewhat of a retention strategy, although we’re not directly trying to sell them more products. We really just want to, you know, have them talk about Rocketbook even more. Talk about it on social and really just give them more tools to be successful and all that they do.

Alicia Thomas: So you’re really trying to capitalize on that word of mouth, influencer referral marketing strategy.

Andie Missert: Yes, most definitely.

Alicia Thomas: And so folks who are buying Rocketbook, are they one particular type of customer or do you have a bunch of different types?

Andie Missert: So that’s a great question. So we created a notebook. Anyone can use a notebook, but we have four particular kind of occupation personas that we look at. So as soon as someone downloads the Rocketbook app, they either select that they are a student, an educator, a corporate professional, however you choose to define that, or a creative person slash a writer. And then, of course, there’s other, but most people will select one of them. And we use those personas to send targeted messaging emails.

Alicia Thomas: So what type of messages are you sending? If somebody already has the app, they already own a Rocketbook, is it information about how to get more use out of the product or what are you looking to do when you’re nurturing those relationships?

Andie Missert: Yeah, so one example of how we utilize those relationships and knowing that little tiny tidbit about that person is we do send an onboarding flow for people who sign up for the app.

Andie Missert: And we use dynamic blocks from Klaviyo for occupations to show them certain types of contents. So for our corporate professional, we talk about how you can get the most out of Rocketbook with Slack because that’s on of our integrations.

Alicia Thomas: So are there any opportunities for you to cross-sell or upsell or it’s really about making sure people really understand how to get the most out of their product that they have.

Andie Missert: So there definitely is an opportunity to kind of upsell and cross-sell. And I think one area where that comes into play is we love being on Kickstarter and Indiegogo and launch new products there because we have such a huge fan base and that’s how we got our start.

Andie Missert: So we had a new product that’s called Beacons that we did a Kickstarter for back in December and January. And we break down our email sends like during those two months of it and our educator group, we took all of our educators who had never backed us before for any product and we sent them to that Kickstarter page and their open rate was higher than any other email subscribers.

Alicia Thomas: Interesting.

Andie Missert: The people who had probably maybe had never really known about Kickstarter definitely hadn’t heard of us there and we were able to tell them about our campaign and product and other product that we create.

Alicia Thomas: And so you’re using Kickstarter to really fund new products and get interest and backing on that. Is that something you do for every single product or is that only for certain ones or kind of why that strategy?

Andie Missert: Yeah, so when we have a major new product that is very different from what we’ve typically had, so Beacons, which goes onto a whiteboard and you can use Rocketbook app with, something that’s very new and innovative like that, we will have a Kickstarter campaign and we are very, very heavily utilize our email lists for that. The way it works with Kickstarter is we call it this wave that you have to try and drive traffic to your Kickstarter page in order for you to stay up in rankings and popularity. So we very strategically email people on certain days when we know sends are better with draw on Thursdays or Fridays for us to keep up in that ranking.

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