The Dog Person's Dating App
Event Growth Strategy
Dig has a unique, scalable, and cost-efficient template
for user acquisition by city. Hyper-local growth
through sponsored dog-friendly events, regional press,
and local partnerships ensures a fast way for Dig to
enter new markets through the dog-community that
also builds goodwill and brand affinity.
Dig event specialists find local dog-business sponsors for each Dig
launch event. Sponsors pay for vendor space to provide
entertainment, activities and giveaways at the event, and they
market Dig and the event to their customers and social media
followers. Dig event specialists are paid a portion of their
successful sales.
Dig events are held in partnership with WeWork. Dig provides
WeWork content for their #dogsofWeWork campaign and a list of
attendees. WeWork gives Dig space, beer, marketing and event
staff for for free for all events.
CONFIDENTIAL
Dig's events are efficient and scalable "plug-and"play" templates
that are easy for interns and event specialists to take over. Two
Dig event specialists worked on the Dig San Francisco and Dig
Austin launch events.
Dig's most recent 3 events and corresponding press and
awareness brought a total of 4,000 iOS downloads. Dig expects the
download number to rise in the future with the recent release of
the Android platform. The cost of the events and user acquisition
were covered by the dog-business sponsorships.
Dig's events draw the attention of and enable larger content
distribution and promotional partnerships with companies such as
Rover, BarkBox, and Pet Supplies Plus, and innovative growth and
data partnerships with companies such as PupJoy. Dig
strategically brings on 1-5 regional companies and 15-20 small
companies for the combination of significant campaigns and
hyperlocal reach.
Dig will hire additional event specialists to run 30 Dig events
across the country in 2019 using this template. In addition, Dig will
spent $1-$5 per download on digital advertising, will continue with
the press outreach, and will start data-share partnerships to drive
user growth and retention to reach our first milestone of 100,000
active users.
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