- Power Bank Sharing is not a marketing-heavy business. First-time users are mostly found through urgency and being in a bar where the station is present.
- Repeat users will use the app as their gateway to return to the stations, remarketing is ineffective.
- If you want to buy ads anyway, focus on brand awareness. This may attract additional venues, or urge users to request stations for their favorite venues.
- Geo-localized ads could reach venue workers and owners and create urgency when neighboring venues already have stations.
- Similarly, out-of-home signs, like sandwich boards, may create local urgency and demand for Brick stations from neighboring venues.
- Prestige deals, like a significant arena operator, work as a door opener and the indirect sales make it worthwhile to offer significant revenue sharing. At times you could even consider paying to be in a venue of caliber.
Let the stations do the job
Do not overlook the significance of a station’s physical presence. Marketing toward venues is difficult, as it can be unclear who the decision-maker is. One thing we do know, however, is that they visit each other. No matter if you’re a bartender or own a major mall you are likely to visit the competition. Alas, having a station out will create a ripple effect working in your favor.
Similarly, physical presence is most effective for the end-users as well. The need for renting a Brick is best sold when it is urgent, and once a user is on board they tend to come back. Downloading before the need arises has proven to be fairly ineffective.
As mentioned above, urgency is key. The median battery level for users starting a rental with Brick is 30%, so they would manage without one for a bit longer. However, when you start seeing the yellow battery bar, urgency arises. At this point, it is important that venues with Brick stations have been educated about how it works or incentivized to promote its usage, as they will have a lot on their hands already.
Search ads can also tap into urgency if there is awareness of the product in your market already.
Should you want to boost your business with some advertising we suggest focusing on localized brand awareness efforts. There is little indication that widespread advertising focusing on conversion would increase rentals, as the end-user still needs to be close to a station to rent. However, brand awareness ads can increase demand for both getting a station and asking venues if they have one.
Some platforms offer geo-localized ads at very granular levels, Meta/Facebook for example. Using geo-localization allows you to advertise in a neighborhood or within a certain radius, thus making it easier to actually make use of a promo. Many cities around the world have bar streets, for example, localizing the ad around these types of areas could prove effective.
Out-of-Home & co-branding
Even more local than geo-localized digital advertising is of course out-of-home. Place your banners, posters, or stickers, locally around venues where your Brick station has been placed.
Co-branding can be done on various levels. Consider co-branding with a major trusted brand, like a chain operator or public commuter services. Another option, closely affiliated with out-of-home, is working together with your venues. For example, urge them to promote access to Brick as a selling point on their street signs.
Some deals will have ripple effects on your business that are worth paying for. For example, a major arena or public transportation would instantly catapult the brand’s authority within your market. For deals like this, don’t focus on the short-term rental profits but on the long-term ripple effects of additional venues reaching out to you.
Marketing is not the primary driver of achieving results as a Brick Network Partner. The shared power bank stations will do most of the talking, and getting them placed at venues is all about making contact and working it like a sales process. If you still want to try your hand at marketing, focus on brand awareness and localization to achieve the results that you want.
Interested in building passive income or a large-scale business?
The start-up cost of becoming a Brick partner is €4 000. For many, 20 stations and a passive income from their Brick stations is more than enough. To others, it is an opportunity to build a large-scale business without having to add a range of operating costs.
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