*Live from the Digital Marketing Training Camp
Speaker: Brian Dally, General Manager from republic wireless
Setting up a case study: when you AREN’T prepared for success OR failure.
To succeed, you need to have a great story!
Dally recommends The Elements of Style for writing. Your writing has to make sense. All the good grammar in the world won’t save you from not having a good story.
What is republic? republic is a $19 a month, smartphone mobile plan. They invented something called Hybrid Calling and created a community around it.
Dally started with giving a history of how they ended up creating republic. It launched just this past November, with technology that will help people save money on their smartphone bill.
Their launch far exceeded expectations. He said it’s because they had a good story; not because they were brilliant marketers. They only sold a few thousand phone and could have sold 50K or more. They tapped into a nerve.
Why did they succeed? Because it was a good story.
They asked why smartphone service is so expensive. Built a service for $19/month, unlimited minutes/data/texts, no contracts or early termination fee, no overages- EVER! $199 for the first month AND your phone/device. They are committed to not being like the big guys.
They only have one phone. They don’t have a fair use policy. They don’t even have a coverage map. All about talking over wi-fi.
How can you do it?
- You have to have an interesting subject.
- You need to have a compelling motive.
- Clear Theme
- Real Characters (You can’t create them. They have to co-create with you.)
How republic is operating – give people a reason to be interested:
“More and more of you are treating social like a one night stand, you’re like 19 year old dudes trying to close the first transaction…when you should be trying to put a ring on it.” — Gary Vaynerchuck
When your story is done, SHARE it!