Marketing Funnel

Links

• https://en.wikipedia.org/wiki/Marketing_funnel
• https://ahrefs.com/blog/marketing-funnels/
• https://www.hotjar.com/marketing-funnel/
• https://www.semrush.com/blog/marketing-funnel/

GPT Thoughts

Question

Tell me about the marketing funnel in the context of a hackerspace:

• We have 3d printers, sewing machines, jewelry making, laser cutters, screen printing, welding, machine shop, woodworking, electronics, microcontrollers, and vinyl cutters as our main stations.
• We have a store-front with nice display windows on the main street of Mesa AZ. Mesa is experiencing a successful urban revitalization campaign targeted at nightlife.
• We have a couple dozen active, engaged members who operate the space with minimal hierarchy.
• We have some social-oriented events like coworking days, open house nights, gaming nights, and meetups focused on some of the stations.
• Our funding is primarily driven by member dues.
• My objective is a membership drive.

Response

Given your hackerspace setup and the context of Mesa, AZ’s urban revitalization and your specific amenities, setting up a marketing funnel to drive membership can be highly effective. Here’s how you might structure your marketing funnel, tailored to the unique aspects of your hackerspace:

Awareness Stage

Objective: Get potential members to know about your hackerspace and its offerings.

• Local Advertising: Utilize the display windows in your storefront to showcase the exciting projects that can be created with your equipment like 3D printers, laser cutters, etc. Rotate displays regularly to catch the eye of regular passersby.
• Social Media: Share images, videos, and stories of members creating projects or participating in events. Highlight the diversity of tools available and the community aspect of your hackerspace.
• Collaborations with Local Businesses: Partner with local cafes, bars, and other establishments to display your projects or hold pop-up intro workshops. This taps into the nightlife crowd.
• PR and Local Media: Get featured in local newspapers, blogs, and lifestyle magazines, especially those focusing on DIY culture, local innovations, or community projects.

Interest Stage

Objective: Pique the interest of your audience by showing them what your hackerspace offers that they can’t get elsewhere.

• Open House Events: Regularly scheduled open houses that coincide with community events or nightlife can draw in crowds. Provide live demos of equipment like 3D printing or laser cutting.
• Workshops: Offer free or low-cost introductory workshops during peak hours to attract the downtown crowd. Workshops can be themed around popular topics like DIY home decor, basic electronics, or custom t-shirts.
• Interactive Online Content: Create content such as virtual tours, member interviews, and live-streamed workshops to engage audiences who prefer online exploration before visiting in person.

Consideration Stage

Objective: Convince potential members that joining your hackerspace is beneficial.

• Testimonials and Case Studies: Share stories and testimonials from current members about how the hackerspace has benefited their personal and professional lives.
• Membership Info Sessions: Hold Q&A sessions, both in-person and virtually, where potential members can ask current members about their experiences, costs, benefits, etc.
• Membership Trial: Offer a one-month trial membership or a punch card that allows for limited use of the facilities before committing to full membership.

Action Stage

Objective: Convert interested individuals into members.

• Sign-Up Incentives: Offer sign-up discounts for the first month or provide a free workshop upon signing up.
• Streamlined Onboarding: Make the sign-up process easy and welcoming. Offer a thorough orientation that not only covers the tools but also introduces new members to the community.
• Membership Referral Program: Encourage existing members to bring friends by offering them a discount or other perks if their referrals sign up.

Loyalty Stage

Objective: Retain members and encourage them to become ambassadors for your space.

• Member-Only Events: Regular member-only events that allow deeper networking and collaboration can enhance the value of membership.
• Feedback and Involvement: Regularly solicit feedback from members and involve them in decisions about new tools, workshops, or rules. This builds a sense of ownership and community.
• Showcase Member Projects: Regularly feature member projects in your storefront, on social media, and in local media partnerships.

By moving potential members through this funnel, you leverage the unique aspects of your hackerspace to not only attract new members but also build a thriving community that sustains and promotes itself.