I came across this ad recently on Facebook, guaranteeing NYC drivers $35,000 in 6 months. When you click through, they give you the specifics. There are three...View More stipulations: you must accept 90% of trips within the month, be online for at least 200 hours a month and complete at least 200 trips in that month (only NYC trips count towards this total). Note that the stipulations are discussed only after the person clicks through. The idea is to get their interest and attention and then present the stipulations once they're in a peak state. Below the $35k ad are a variety of sidebar ads found on Facebook trying to recruit new drivers. Uber uses three specific approaches in this campaign to generate appeal. 1. They present the logical case that since you already have a car and know how to drive, why not make money with it. There are no startup costs, no new skills to learn and it pays better than most jobs. 2. They use the idea of making extra money in the summer to appeal to those would may like to go on a nice vacation or to college students who don't have a summer job yet. 3. They geo-target with certain ads, advertising the wages for that area, which are often impressive. Beyond their marketing, it's important to note that Uber continues to have problems with taxi companies. Just yesterday, an article was released describing a bill NYC would like to pass limiting Uber to just 200 new drivers per year in the city: http://techcrunch.com/2015/06/30/uber-stages-protest-at-nyc-city-hall-against-bill-throttling-new-driver-signups/
$35,000 Guarantee Ad & Recruitment Campaign from Uber Swiped in June 2015
A big part of creating a great offer is making the offer immediately sound irresistible & easy to understand. You do not & don't want to give all the stipulations upfront. Keep it simple. Initially, the goal is to get their attention & generate interest, not to sell them right off the bat.
As good as an offer may sound, top marketers never create an offer without confidently knowing they can make a profit whether it's in the initial sale, upsell or a future purchase. Oftentimes, this means creating stipulations on the back-end, which can kill the sales if they're too demanding or sneaky. Stipulations should always have a logical case and not be too far off from the offer itself. The objective is to keep the prospect's state high throughout the explanation. If there's a drop in excitement and you lose trust, it's harder to make the sale.
Uber uses age, location and race to target their offer. This is smart marketing. Seek to do the same, understanding your market as closely as possible.
Every person used in their ads is shown smiling. If you're going to show people in your advertising, always make sure they're looking satisfied.
Uber uses illustrations in many of their ads. Cartoons and illustrations can be disarming & have a positive impact when used correctly.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
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