Babbel · B2C · language learning app
Buy cheap national radio spots across the whole country instead of host reads
CPMs much cheaper than Facebook, guest says; no numbers
Workedoffline-ads
What they did
Two ways to buy radio: host-specific buys (a personalized read that reaches that host's audience, at a much higher cost) or broad national buys scattered across the whole country at a much lower cost. Babbel buys broad and national because its audience is broad; radio audiences skew older, less technical and higher income, who buy subscriptions. Targeting is limited, so the efficiency comes from buying broad and cheap.
What happened
Much cheaper CPMs than Facebook; one of Babbel's three best offline channels.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Marketing an Award-Winning Language Learning App through Offline Channels — Steven Meyers, Babbel“So the way we tend to buy radio is pretty broad. We buy it nationally and we kind of scatter the entire country, and it comes at a much, much cheaper cost.”
“The downside of that is it comes at a much higher cost.”
“These people are usually high income, and they buy.”
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All 10 Babbel tacticsMore from this episode
- Babbel: Buy lots of cheap cable TV spots and track the traffic jump after eachPlays out really well, guest says; no numbers
- Babbel: Advertise on podcasts alongside TV and radioOne of the three channels that work best, guest says; no details
- Babbel: Try billboards, subway ads and direct mail for an app sold everywhereCostlier with lower reach; only worth it for local businesses
- Babbel: Ask every new user where they heard about you, and combine it with other modelsLets Babbel judge offline channels like digital ones; no numbers
- Babbel: Skip freemium; ask sign-up questions about their needs, then show a hard paywallUsers feel ready to buy without trying the app, guest says; no numbers
- Babbel: Build a web quiz flow too, since half of TV viewers go to your websiteBetter data and earlier conversation than the app; no conversion numbers
- Babbel: Track whether users actually learn, not daily or monthly active usersGuest says meeting user goals keeps them longer; no numbers