GE 148: Edwin Choi Reveals Mobovida’s $10M/Year Customer Acquisition Recipe (podcast)

Hi everyone, on today’s show we have my friend Edwin Choi, VP of Marketing at Mobovida, a progressive vertically integrated online retailer of mobile accessories.

In today’s episode we’ll be talking about how Edwin and his team make use of the data they’ve been gathering to develop products that really speak to their core audience, like their top selling product, the “Mobovida Wallet Case.” We also chat about Mobovida’s 62% YoY growth rate, their two favorite marketing channels, and how they manage to continuously grow in such a competitive space.

Download podcast transcript [PDF] here: Edwin Choi Reveals Mobovida’s $10M/Year Customer Acquisition Recipe TRANSCRIPT

Episode highlights:

• [2:39] – Their top sellers are the Mobovida wallet case and the rubberized chargers
• [3:28] – For 2016, they are on track for a 92% year over year growth rate. They are doing this by making heavy investments in Facebook ads and email marketing.
• [04:24] – They like to move at the speed of light and are very data-oriented. Everyone is empowered to act on data in real-time.
• [5:15] – For hiring, they look for a blend of intrinsic and personal skills. They want a certain personality that can work well with the team. They also want people who work extremely hard. Driven to hit their numbers and driven to improve themselves. They also want individuals who are coachable and apply feedback. They use situational questions to see if feedback is readily accepted.
• [7:55] – They are sourcing talent by reaching out to local schools or referrals.
• [9:54] – They use recipes they test with Facebook to see what creates above average conversion rates, once they find a recipe that works they pour budget into it. They target specific genders by color. Facebook targeting opportunities are unprecedented.
• [13:15] – Once a customer is acquired, they use email marketing to target the customer.
• [16:41] A big struggle they have faced is difficulty maintaining growth when their marketing channels have a cost associated with it. They have now started investing heavily in content marketing.

Resources from this interview:

• Mobovida
• ConversionXL
• PushCrew
• CellularOutfitter
• DotCom Secrets by Russell Brunson
• EdwinChoi.com
• Twitter @MrEdwinChoi

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