Cal AI · B2C · photo calorie tracking app
Give outreach assistants monthly prizes for most creators contacted or signed
Kept assistants motivated; no numbers
What they did
What happened
In their words
Alfie Dickens - Meet The Marketing Genius Behind Cal AI
JosephDo you also incentivize your your marketing assistants, like per call or per close deal, or anything like that?
Alfie DickensWe did sometimes run like competitions, so we would have like whoever reaches out to the most influencers in the month um gets a prize, whoever whoever onboards the most influencers in a month. So like the flow would be that the marketing assistants would send like a Calendly link of the manager, and the manager would close the deal. But we would have like a referred-by someone, um so whoever like we we signed the most of from that referral um won like a prize, whether it's like a cash prize or like a voucher or something like that.
Alfie DickensIncentivizing the marketing assistance was such a huge thing, because fundamentally, they might not think that they have the most important job, but realistically, I wouldn't be sat here with you right now if they if they, you know, didn't do any outreach, [laughter] cuz we wouldn't have got anywhere. So they're they're really what start the coils turning, and if you don't incentivize them and keep them motivated, then everything kind of just …
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More from this episode
- Agree with a creator's view boast, then guarantee 700-800K views when they claim 1MGuaranteed a profitable CPM on every deal; creators couldn't back down
- Have 25 hired assistants each email 100 creators a day~220K creators contacted, 2-3K signed; roughly 1 signed per 1,000 emailed
- Let AI answer creators' email replies and hand warm ones to a managerAssistants' job ends at the first email; no results reported
- Pitch 'keep making your normal videos, just sneak us in', then ask for a callCalls ~10x the chance of signing; the pitch often lowered creators' prices
- Have creators show the photo-scan naturally in the first 15 seconds, with no scriptCalled one of the biggest rules; no numbers
- Pay big lifestyle creators to scan their breakfast in day-in-the-life vlogs, 4 times a monthMost profitable content; one video drove hundreds to thousands of promo code uses
- Schedule a reality-TV star's posts just before and after her new season airsVery low CPM for a famous creator; no exact figure
- Buy only very cheap views at first, then pay more per deal once people know youDeals got more profitable over time, not less
- Test creators beyond fitness: moms, comedy, and fitness sub-nichesMixed: some moms profitable at $10 CPM; comedy got views but low intent
- Pay recipe, cooking and mukbang creators to promote a calorie trackerDidn't convert; cut early. Healthy-meal videos only okay
- Pay a Love Island contestant for day-in-the-life videosStarted well but underperformed; viewers mostly came for his partner
- Pay creators $100-200 when a friend they refer signs a dealReally helped; got direct numbers and deals around talent agents
- Befriend creators' managers, then ask to add the creator to the group chatLanded deals with a TV star; guest calls relationships the key
- Sign a second creator in the same niche as your best oneDidn't work at all; the first creator made $100K profit in a month
- Have a UGC creator post on the brand's own page, and restart as influencers get pricierPaused while influencer CPMs were cheap; now restarting for cheaper views
Tags: incentives, marketing-assistants