Ruthless Performance Marketing

Tim Doyle | Founder and CEO Eucalyptus

Tim Doyle
Founder and CEO Eucalyptus

Course overview:

In this one-day performance marketing course you will learn how the fastest growing consumer brands employ ruthless performance marketing tactics to blitz the competition. Tim is the founder and CEO of funded consumer brand startup Eucalyptus, a direct to consumer startup in the health care sector backed by Blackbird Ventures.  Before that Tim Doyle joined as its first senior marketing hire. In a business where there are 20+ competitors selling similar products, Tim played an important role in building a brand and customer acquisition engine that was able to clearly differentiate and outperform competition. Koala has grown from nothing to $70M revenue run rate in just three years. This is a hands-on, small group marketing workshop designed so you can work directly with Tim, ask questions, get feedback and develop a repeatable growth engine for your business.

Course outcomes:

  • Learn best practice placement tactics using Facebook, YouTube, Search, and other digital advertising opportunities to drive thousands of leads to your website

  • Develop advanced acquisition funnels for each channel. Use automated email campaigns, retargeting and other tactics to increase customer conversions.

  • Learn to craft and test advertising content and tell stories that enhance your brand and drive conversions.

  • Learn how to get 5 star reviews on mass and turn these reviews into a machine that attracts and converts customers.

  • Build the infrastructure to measure EVERYTHING (including offline advertising, partnerships and events) and make important strategic decisions to grow your business.

You will walk away having set up:

  • Example campaigns across FB, YT, Search

  • Basic model for setting and measurement of CPA targets across overall marketing mix and channels

  • Evaluation of positioning strategy and tactics for your business

  • Evaluation and optimisation of current and potential messaging funnels

This course is suitable for:

  • In-house marketers, consultants, agency executives and media buyers who want to learn the latest growth tactics used by the most disruptive new companies.

  • Entrepreneurs and business owners looking to grow as fast as Koala.

About the expert

Tim Doyle is the CoFounder and CEO of Eucalyptus before this he was Head of Marketing at Strategy and Koala Mattress. He is regarded by many as one of Australia’s most strategic and innovative marketers. He is leading a new generation of businesses that are growing super fast and disrupting large incumbent brands with aggressive and ruthless marketing tactics. Tim joined Koala in it’s first twelve months of operation and, as head of strategy and growth, generated $13M in the first year of operation, $30M in year two and $70 in year three (past 12 months). Tim has built an in-house team, a brand and marketing engine that has driven growth five times faster than the nearest competitor.

Workshop curriculum

Module 1: Defining your customer value proposition

  • Crystallizing elements of your customer experience resonate with customers
  • Testing messaging around this proposition
  • Using your customer data to find and scale your target audience

Module 2: Analytical infrastructure setup and measurement

  • Setting up key analytical infrastructure
  • Setting up marketing budgets and tracking
  • Different models for attribution and how to approach them

Module 3: Channel planning, testing and scaling

  • Awareness campaigns (what to look for, where to go, how to measure)
  • Mid funnel campaigns (what midfunnel content looks and how to measure it)
  • Conversion campaigns (when, where, how)
  • Review funnels (building and optimising)
  • Offline channels (when to use, how to measure)
  • Value investing in media channels

Module 4: Building performance teams

  • What roles to hire when
  • How to train generalist marketers into performance guns
  • Building analytical capability into your creative team

Workshop logistics

This is a one-day workshop and is limited to twenty participants, enabling us to focus on your business. Tim delivers the course in person, weaving in real-life examples from his time leading growth and strategy at Koala. Participants will have the opportunity to ask questions specific to their business objectives by email in the week leading up to the workshop and Tim will personalize the content and exercises to address everyone’s goals.   At the end of the course you will walk away with a clear plan that you will be able to implement.. This workshop is held in an awesome boardroom in the CBD and runs from 9am –5pm with short breaks. Lunch, morning and afternoon tea is provided.

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