Wearing this shirt until I make $100

Key Concepts:

• Cure code (QR code) marketing
• Conversion rate optimization
• A/B testing (pop-up implementation)
• DataFast (analytics platform)
• Funnel marketing
• Guerrilla marketing
• Customer acquisition cost (implied)

1. Experiment Overview:

The speaker details a marketing experiment involving a t-shirt with a QR code ("cure code") that directs people to his online coding course, CodeFast. The goal was to see if wearing the shirt in public places and having people scan it would lead to sales.

2. Product and Funnel Setup:

• Product: CodeFast, an online course teaching coding. Chosen for its positive reviews, high conversion rate, and broad appeal.
• Cure Code: A QR code linked to the CodeFast landing page with a tracking tag for DataFast.
• DataFast: An analytics platform used to track scans, user behavior, and conversions. Described as a user-friendly alternative to Google Analytics.
• T-Shirt: Custom-printed t-shirt with the QR code and text designed to pique curiosity.

3. Initial Marketing Attempts:

• Singapore: Wore the t-shirt in malls, train stations, and an Apple store. Result: Zero scans or sales.
• Mumbai, India: Wore the t-shirt in crowded markets and streets. Result: Many scans, but no sales. Realization that the funnel was broken.

4. Conversion Rate Optimization:

• Personalized Pop-up: Implemented a pop-up on the landing page specifically for users who scanned the QR code, featuring a photo of the speaker. The goal was to create a personalized experience.

5. Paid Advertising Experiment:

• Eiffel Tower, Paris: Offered people $1 to scan the QR code.
• Method: Exchanged bills for coins, created a cardboard sign, and pitched the CodeFast course to people after they scanned.
• Result: One sale of $299 was recorded on DataFast.

6. Attribution Question and Doubt:

• The speaker had tweeted a photo of himself at the Eiffel Tower earlier that day.
• The sale was made under a company name, making it impossible to determine if it came from the street promotion or from Twitter.
• This led to doubt about the effectiveness of the experiment.

7. Unexpected Sale and Validation:

• Taxi Driver: On the way home, the taxi driver asked about the experiment, scanned the QR code, and purchased the CodeFast course.
• Background: The driver was from Benin, Africa, worked as a taxi driver in Paris, and planned to use the course to build a website for his pork farm business back home.

8. Key Arguments and Perspectives:

• "I wasn't a guy promoting a product anymore; I had become an ad that does not convert." This highlights the importance of a compelling offer and user experience beyond just generating awareness.
• The speaker initially felt the tweet ruined the experiment, but the taxi driver's purchase validated the effort.
• "Don't wait for everything to be perfect; just put your work out there. It might be awkward, it might flop, and then out of nowhere, it might just work." This emphasizes the importance of taking action and learning from failures.

9. Data and Statistics:

• Cost of custom t-shirt in Indonesia: $10
• Price of CodeFast course: $299
• Amount spent on the paid advertising experiment: $1 (per scan)
• One sale was recorded during the paid advertising experiment.

10. Technical Terms:

• Cure Code: The speaker's term for the QR code used in the experiment.
• DataFast: The analytics platform used to track scans and conversions.
• Funnel: The process a potential customer goes through from initial awareness to purchase.
• Conversion Rate: The percentage of people who take a desired action (e.g., purchase) after being exposed to a marketing message.

11. Logical Connections:

The video follows a logical progression:

1. Idea: Test a QR code t-shirt as a marketing tool.
2. Setup: Choose a product, create a QR code, and print the t-shirt.
3. Execution: Wear the t-shirt in various locations.
4. Analysis: Track results using DataFast.
5. Optimization: Implement a personalized pop-up to improve conversion rates.
6. Experimentation: Try paid advertising.
7. Doubt: Question the validity of the results.
8. Validation: Receive an unexpected sale from a taxi driver.
9. Conclusion: Emphasize the importance of taking action and learning from failures.

12. Synthesis/Conclusion:

The experiment, while initially appearing unsuccessful, ultimately demonstrated the potential of unconventional marketing methods. The key takeaway is that even with imperfect execution and potential setbacks, putting your work out there can lead to unexpected positive outcomes. The taxi driver's purchase served as a powerful reminder that persistence and a willingness to experiment are crucial for success.