Company case study
Meetup Group Takeover
A unique strategy to acquire free leads by taking over abandoned Meetup groups
Meetup Group Takeover: Founded by Edward Sturm, this business model involves taking over abandoned Meetup groups that have thousands of members after the original organizer steps down. It came up on Koerner Office in the episode "A Secret Growth Hack to Steal Free Customers From MeetUp. Ep. #81" (aired October 21, 2024).
At a glance
| Podcast | Koerner Office |
|---|---|
| Hosted by | Chris Koerner |
| Episode | A Secret Growth Hack to Steal Free Customers From MeetUp. Ep. #81 |
| Aired | October 21, 2024 |
| Revenue and traction | While specific revenue numbers weren't mentioned, the potential for generating leads and customers is significant due to the existing member base of the groups, often numbering in the thousands. |
| Category | Media |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
A Secret Growth Hack to Steal Free Customers From MeetUp. Ep. #81 · aired October 21, 2024 · hosted by Chris Koerner
Why it works
This strategy capitalizes on Meetup's incentive structure, which allows new organizers to take over groups that would otherwise be abandoned. It provides immediate access to a community of engaged individuals, effectively creating a low-cost customer acquisition channel.
Founding story
Edward Sturm first gained attention for his viral marketing tactics, including a prank video that garnered millions of views. His expertise in growth marketing led him to identify the opportunity within Meetup groups that were no longer active, allowing him to leverage existing communities for business growth.
The playbook
1. Set up a landing page describing your version of Meetup Group Takeover - A unique strategy to acquire free leads by taking over abandoned Meetup groups to gauge interest. 2. Run small-scale ads to drive traffic to your landing page and collect email signups. 3. Reach out to people who signed up to understand their specific needs. 4. Build your initial offering based on the feedback from potential customers. 5. Launch with a limited-time founding member discount to create urgency.
Also mentioned
Using this strategy allows for direct communication with group members via messages, which can be crucial for marketing your events. You can also collaborate with other event organizers to cross-promote, increasing your visibility. Engaging with the community will help build trust and establish your brand within the group.