7/1/2023 0 Comments On1 effects 10 dropboxThis free strategy works on the premise that any good thing that is available for free becomes desirable. Google created an awesome online search product and made it available to all of us for free. It too deployed a growth hacking strategy to attract users without resorting to spending money on marketing activities. 'When real people share their experiences, the believability of the message is a jaw-dropping 70 – 92 percent'įrom Dropbox let us move to Google. Remember, when real people share their experiences, the believability of the message is a jaw-dropping 70 – 92 percent compared with less than 45 percent when a brand owner makes similar claims. This strategy of rewarding desirable behaviour encouraged users of Dropbox to scream and shout even more at every occasion, on every platform about the awesomeness of Dropbox. Dropbox rewarded this desirable behaviour by providing them with additional storage space. Since the product was awesome, users had a memorable experience. To attract the early users, it offered minimum storage space free upon signing up. Start-up tech companies, who harboured ambitions of changing (read: conquering) the world but did not possess resources to match their ambition, embraced this strategy and strove to increase user base with near zero investment in marketing activities.Ī prerequisite for successfully executing this strategy is to create an awesome product that delivers a memorable experience to its users.ĭropbox and Google are two brands that have embraced this strategy and have gone on to change the world. Everything they do is scrutinized by its potential impact on scalable growth." Sean Ellis, a marketer at Dropbox, coined this term in 2010 to describe the mindset of a person "…whose true north is growth.
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