Growth, Revenue, and Marketing Strategies for Your App — Lisa Kennelly, Fishbrain
Jan 19, 2022
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Chief Marketing Officer at Fishbrain, Lisa Kennelly, discusses marketing strategies for an app with no revenue, challenges of adding new revenue streams, and the importance of brand marketing in a post IDFA world. They also touch on transitioning from growth to revenue, finding additional revenue opportunities beyond subscriptions, and balancing brand awareness marketing and performance marketing.
Transitioning from growth to revenue and implementing a subscription model is a crucial challenge for startups
Marketing a niche app requires in-depth market research, understanding user personas, and strategic partnerships
Adding a commerce revenue stream to an app involves understanding user behaviors, segmenting user personas, and optimizing both the marketplace and subscription revenue streams
Deep dives
Marketing an app with no revenue and the challenges of adding new revenue streams
In this podcast episode, Lisa Canelli, the Chief Marketing Officer at Fishbrain, discusses the challenges of marketing an app with no revenue and the importance of adding new revenue streams. She shares her experience at Clue, a female health startup, where they had to transition from growth-focused strategies to implementing a subscription model. Lisa also explores the role of brand marketing in a post-IDFA world and the importance of finding the right balance between growth and revenue generation.
Transitioning from growth-focused strategies to introducing and positioning a subscription product
Lisa Canelli shares her experience at Clue, a funded startup focused on growth, where the team had to tackle the challenge of monetization. She discusses how they introduced a subscription model after years of focusing on growth and the considerations involved in positioning the subscription product. Lisa also reflects on the balance between growth-focused strategies and revenue generation and the importance of finding the right revenue model for each stage of a startup's journey.
Overcoming the challenges of marketing a niche app and building a community
Lisa Canelli talks about the uniqueness of marketing Fishbrain, a niche app for fishing enthusiasts. She highlights the challenges of targeting a specific audience and building a community within the fishing industry. Lisa discusses the importance of market research, understanding user personas, and finding the right marketing channels to reach their target audience. Additionally, she shares insights into the value of offline events and partnerships to foster engagement and brand loyalty.
Exploring the Fishbrain marketplace and the complexities of multi-revenue stream models
Lisa Canelli delves into the Fishbrain marketplace and the complexities of adding a commerce revenue stream to the app. She discusses the challenges of integrating a marketplace into a social network and app, highlighting the need for user research to understand user behaviors and expectations. Lisa also addresses the balance between marketing subscriptions and the marketplace, the segmentation of user personas, and the ongoing efforts to optimize both the marketplace and subscription revenue streams.
Balancing brand marketing and performance marketing in the fishing app space
Lisa Canelli discusses the importance of balancing brand marketing and performance marketing in the fishing app space. She highlights the need for collaboration between different teams, such as brand, performance, and design, to ensure consistent messaging and high-quality creative assets. Lisa also emphasizes the significance of customer conversations, market research, and segmentation to effectively position the app and target the right audience. Finally, she explores the challenges of marketing in a digital landscape and the potential of social commerce for Fishbrain.
On the podcast we talk with Lisa about marketing an app with no revenue, the challenges of adding new revenue streams, and the importance of brand marketing in a post IDFA world.
Our guest today is Lisa Kennelly, Chief Marketing Officer at Fishbrain, the #1 app for people who love fishing. At Fishbrain, Lisa manages a team of 20 people, and is responsible for everything from brand positioning and product marketing to business development and e-commerce. Lisa also mentors startup founders on marketing and strategy.
