Hey there, unicorns! 👋

Here's what we're diving into today:

🗓️ Calendly's Clever Growth Hacks

From frictionless onboarding to viral invite flows, we're unpacking the secrets behind Calendly's growth and sharing actionable tips to level up your own growth game.

🎨 The Creative Revolution: 1960s Advertising

The 60s ushered in a bold new era of advertising, as maverick agencies released the power of creativity to shake up the status quo. Join us as we explore the iconic campaigns and counterculture cool that defined a decade.

🎁 The Power of Giving: Reciprocity Marketing

Discover the surprising psychology of reciprocity and learn how giving freebies, perks, and value upfront can boost brand loyalty, supercharge word-of-mouth, and ultimately grow your bottom line.

So grab a cup of coffee, get comfy, and let's start exploring.

See you inside!

Together With the American Marketing Association

Join the Essential Community For Marketers

Stay ahead of the curve and join the thousands of marketers shaping the future of marketing with the American Marketing Association. As the largest community-based marketing organization, you’ll find award-winning content, professional certifications (PCM®), industry-leading training events, and vibrant local chapters. Members get access to an abundance of resources, on-demand courses, and the most essential community in marketing.

Get exclusive benefits when you become a member today!

Growth Playbook

🗓️ Calendly's Growth: From Scheduling Struggles to $3B Unicorn

Calendly's rise to the top of the scheduling game is a story of grit, innovation, and a whole lot of calendar Tetris! 🎮

_But it wasn't all smooth sailing!_ 🌊

They hit some bumps along the way, but they gleaned some serious growth wisdom from those challenges!

Here's the TL;DR on how they unlocked the growth secret sauce:

💡 MVP Simplicity

Calendly's secret weapon? Simplicity and efficiency!

They focused on creating a user-friendly interface that made scheduling a breeze. No more endless email chains or double bookings!

🎨 Branding That Stands Out

With an elegant, modern design and targeted messaging for each user persona, Calendly positioned itself as the go-to solution for hassle-free scheduling.

📈 Organic Acquisition

Who needs paid ads when you've got the power of organic growth?

Calendly's product-led approach, combined with a strong presence on LinkedIn and search engines, brought in users like moths to a flame!

🔄 Viral Scheduling Loop

Calendly's inherent virality was its secret sauce!

Every user became a brand ambassador, spreading the word with each meeting they scheduled. Talk about a viral loop! 🦠

😍 Activation & Retention Mastery

With a range of activation options and a focus on providing an exceptional user experience, Calendly kept users engaged and coming back for more!

Ready to dive deeper into Calendly's awe-inspiring growth story?

👉 Click here for the full, mind-blowing journey! 🚀

Ad Playbook

History of Advertising: The 1960s 🎨

The 1960s 🌈 were a time of cultural disruption and social change, and advertising was quick to adapt to a new "Creative Revolution."

Led by maverick ad agencies like Doyle Dane Bernbach, 1960s ads combined bold ideas with clever copy to create memorable campaigns that still resonate today.

🚗 Volkswagen "Think Small"

Volkswagen's iconic "Think Small" ad turned conventional car advertising on its head with its minimalist design and self-deprecating copy.

By highlighting the Beetle's small size as a virtue rather than a flaw, VW positioned itself as a clever alternative to oversized American autos.

In a decade defined by counterculture and anti-establishment sentiment, "Think Small" perfectly captured the zeitgeist - and helped launch an enduring "Creative Revolution" in advertising.

(The campaign's influence is still felt today, with Apple's "Think Different" as just one notable example.)

✈️ Avis "We Try Harder"

Avis took a similarly unconventional approach with its "We Try Harder" campaign, openly acknowledging its second-place status in the rental car market.

The ad's plain-spoken copy and David vs. Goliath undertones positioned Avis as the scrappy underdog, willing to go the extra mile for its customers.

By turning a perceived weakness into a strength, "We Try Harder" helped Avis stand out in a crowded field - and cemented its place in advertising history.

(The campaign's success also paved the way for future "challenger brand" strategies like Pepsi's "The Choice of a New Generation.")

🏍️ BMW Motorcycles "If you want to be happy..."

BMW's motorcycle ad takes an aspirational, lifestyle-focused approach with sleek product photography and clever plays on the word "happy.”

The copy taps into powerful consumer desires - joy, freedom, adventure - and positions BMW bikes as the ultimate way to achieve them.

At a time when self-expression and personal fulfillment were paramount, BMW sold more than just motorcycles - it sold a ticket to the good life.

The Creative Revolution Takes Hold

The 1960s marked a seismic shift in advertising as agencies began to value creativity and originality above all else.

From VW's witty subversion of the auto ad to Avis's judo-style positioning, 60s ads combined fresh ideas with flawless execution to leave an indelible mark on the industry.

And by tapping into the decade's cultural currents - individuality, irreverence, aspiration - these campaigns didn't just sell products; they captured the essence of an era.

Stay tuned for our next installment, where we'll see how advertising kept pace with the "Me Decade" materialism and social shifts of the 1970s!

Marketing Psychology Playbook

Reciprocity Marketing Effect

What is it?

Ever wonder why some brands seem to have an unfair advantage when it comes to customer loyalty and advocacy? 

Chances are, they've mastered the art of Reciprocity Marketing – the secret to creating unbreakable bonds with customers by giving value upfront. 🎁

This marketing approach involves going above and beyond for your customers, triggering a powerful psychological urge to return the favor.

Why it works

Reciprocity Marketing taps into the deeply ingrained "Rule of Reciprocity" – our innate desire to respond to a positive action with another positive action.

By providing exceptional value, service, or experiences, brands create a sense of gratitude and goodwill that's hard to ignore. 🙏

The result?

Customers become loyal advocates, eager to spread the word, make repeat purchases, and stick with the brand for the long haul.

Curious to see Reciprocity Marketing in action?

Spotify

– Spotify's free Premium trial lets users experience the full value of the service, making the upgrade feel like a no-brainer. 🎧

Warby Parker

– Warby Parker's Home Try-On program lets customers test up to five frames for free, creating a risk-free and memorable shopping experience. 👓

Want to inject the power of reciprocity into your marketing?

• Offer free samples, trials, or demos to let customers experience your product's value firsthand.

• Create valuable, problem-solving content that educates and empowers your audience.

• Personalize your customer interactions to make them feel seen, heard, and appreciated.

• Surprise and delight customers with unexpected gestures of goodwill, like birthday discounts or handwritten notes.

👉 Check out more examples and our full article on the topic! 👈