Product 
Marketing

After extensive user interviews, persona mapping, and competitive analysis  we discovered that we had to elevate our product offering beyond just QR codes. The problem? Everyone knows what a QR code is and our audience had a preconceived understanding of it's value... which is just scratching the surface of what Flowcode's platform offers. To combat this, we tracked user acquisition journeys to understand how different industries and department functions approach selecting a QR provider. There was a wide variation in our buyer's use case and needs depending on their industry. 

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Our Solution: 

We developed unique landing pages per industry and unique landing pages against initial google search terms. Through rigorous A/B testing and a reformatted website experience, we were able to provide the right contextual information to the right person - increasing conversion rates and marketing accurate upsell features.   

Working directly with the product and sales team, I led the naming and go-to-market positioning for our most valuable feature offering FlowID. We were able to coin and patent the term to create a moat against competition. FlowID is a unique offline cookie that tracks a users IP address and provides information on every QR scan they make. This allows brands like the NBA to see what other products and brands their customers are interacting with. This was a complicated and completely original product we had to simplify and explain in a consistent manner. 

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Our Solution: 

I ran an focus group of our most active users to collaborate on a term and creative that distills the value of the feature. I landed on FlowID. First, to remain consistent with our brand "Flow"code. Second, to explain the fundamental use: it ID's the consumer scanning the code. Then we created a distinct campaign around the feature launch with a toolkit of graphics, video explainers, blogs and help desk articles. It has since become our #1 value prop in customer pitch meetings.

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From back-end analytics, we noticed that user time on app was depleting; reducing purchases and interactions made between consumers. We were tasked with ideating product marketing solutions to drive in-app actions and purchases.​

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Solution:

We decided to re-design the app's onboarding and UX flows- integrating social profiles, handles and a news feed to increase 'exploration time' on the app. This increased organic virality as the user flow naturally prompted them to invite friends to the app. To promote these changes, we built a roadmap to slowly release updates to existing users, targeting them with re-engagement campaign creative. For new users, we developed separate integrated campaign across social, digital and CRM to promote all features as one consolidated suite of 'experiences'.