Babbel · B2C · language learning app
Try billboards, subway ads and direct mail for an app sold everywhere
Costlier with lower reach; only worth it for local businesses
Failedoffline-ads
What they did
Tested out-of-home (billboards, subway ads) and direct mail. They cost more and reach fewer people; they suit geo-specific businesses, not apps with a nationwide audience, which do better sticking to TV, radio and podcasts.
What happened
More costly and lower reach; inefficient for a broad business.
- Stage
- Scale (scaling)
- Effort
- Unspecified tests ('I've done it all')
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from Babbel
All 10 Babbel tacticsMore from this episode
- Babbel: Buy cheap national radio spots across the whole country instead of host readsCPMs much cheaper than Facebook, guest says; no numbers
- 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: 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