Scaling Offline Marketing Channels | Ty Conner (Rocket Money)

In this episode of Growth Talks, Krystina Rubino interviews Ty Conner, the Senior Director of Growth Marketing Offline at Rocket Money. Ty shares his journey from being a geologist in remote Alaska to becoming a key player in Rocket Money's marketing team. He discusses the foundational decisions and strategies that have propelled Rocket Money to the top of the app store charts, including their rebrand from Truebill.

 

Ty discusses the importance of data-driven decision-making, explaining how Rocket Money leverages data and utilizes robust measurement techniques such as geo holdout tests and media mix models to scale offline channels like linear TV and out-of-home. Ty offers insights into the balance between digital and offline marketing and the future impact of privacy changes on measurement and strategy.

 

🗝️Key Takeaways:

• Utilizing multiple measurement methods, such as surveys and media mix models, can help triangulate data and provide a clearer picture of channel performance. These methods are also crucial in navigating upcoming privacy changes.
• For out-of-home advertising, prioritizing high dwell time, such as subway ads, can lead to better engagement and more efficient spend due to longer exposure times.
• A successful marketing team should consist of individuals who are highly curious, data literate, and competitive, ensuring they continually strive for better performance.
• Brands should focus on optimizing and scaling their core channels before exploring new ones, as there is often untapped potential in existing channels.

 

⏰ Timestamps

00:00 Introduction to foundational decisions for scaling

00:34 Importance of data-driven decisions and high data literacy

02:34 Navigating offline channels and measurement challenges

05:00 Ty's career transition from geologist to marketer

08:00 Launching and prioritizing offline channels

10:16 Embracing successful tests, even with 0% ROAS

12:00 Handling digital vs. offline channel diversification

15:00 Overcoming streaming TV measurement challenges

20:00 Cracking out-of-home for growth marketing

22:00 Balancing high traffic and targeted areas in out-of-home advertising

25:00 Using geo holdout tests and media mix models for measurement

30:00 Privacy-resilient measurement methods

32:00 The future impact of privacy changes on offline marketing

35:00 Balancing offline and digital marketing strategies

37:00 Building a strong marketing team with curiosity and competitiveness

40:00 Ty's growth non-hack: improving core channels over testing new ones

 

🔗 Mentioned in this episode:

Rocket Money: www.rocketmoney.com

Haus: www.haus.io

Recast: www.recast.com