Daniel Flynn’s Unorthodox Advertising and marketing Makes Shops Worried- Foundr


Foundr Mag publishes in-depth interviews with the arena’s largest marketers. Our articles spotlight key takeaways from every month’s duvet characteristic. We talked with Daniel Flynn, cofounder of Thankyou, in regards to the advertising and marketing techniques he’s used to converting the dialog on finishing excessive poverty thru retail. Learn excerpts from that in-depth dialog under. To learn extra, subscribe to the mag.


Daniel Flynn has two tips for his social endeavor corporate. The primary: By no means use a excellent reason to promote a median product. The second one: Create an international the place no longer one individual lives in excessive poverty.

Daniel Flynn is co-founder and managing director of Thankyou. Based in 2008, Thankyou is considered one of Australia’s main mainstream social enterprises. Thankyou is one hundred pc owned through the Thankyou Charitable Believe (established in 2015), which distributes income from its merchandise to the various nonprofits they paintings with—organizations they name Affect Companions.

In step with Flynn, 736 million folks are living in excessive poverty all over the world. In the meantime, customers within the evolved international spend $63 trillion every yr on items and products and services.

“Believe if there was once a bridge between the 2 extremes,” Flynn says. “We might say that’s Thankyou’s activity. We’re a bridge between our international to excessive poverty.”

How Daniel Flynn Makes use of Unorthodox Advertising and marketing to Finish Excessive Poverty

Sooner than beginning Thankyou Water, Flynn had labored in a Vodafone kiosk pitching to passersby. He was once used to being assertive along with his gross sales pitch and wasn’t shy about getting his message out. To get main manufacturers to inventory their water, Flynn and his group used some quite unorthodox methods involving social media to get their consideration and in the end nook them right into a “sure.”

7-11 Marketing campaign

To get 7-11 Australia to inventory their waters, he and his spouse recorded a video for his or her enthusiasts, asking them to depart feedback on 7-11’s Fb web page promising to shop for the Thankyou Water in the event that they stocked it.

The marketing campaign labored, and 7-11 agreed to inventory Thankyou Water.

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Woolworths and Coles

They created a identical marketing campaign to get their merchandise into Woolworths and Coles, two main outlets in Australia. Flynn and his group had spent 5 years seeking to get Thankyou merchandise onto their cabinets without a luck.

So that they introduced a identical video to their enthusiasts. “We mentioned, ‘Whats up, Thankyou did neatly. It’s in 7-11. For 5 years, Coles and Woolworths have mentioned no. Two weeks from nowadays, we’re presenting to the board, however this time we’re no longer taking the water. We’re taking the entire vary of frame care merchandise. We’re taking the meals. We’ve evolved it for years. We’d like you, Australia, to return with us.’ We actually mentioned, `Come to the assembly with us.’”

Then, they took it a step additional. They employed two helicopters to fly over Woolworths’ and Coles’ headquarters in Sydney and Melbourne with massive indicators that learn Expensive Coles, Expensive Woolworths, thanks for converting the arena [If you say yes].

Flynn says that inside 5 hours in their conferences, Thankyou had a sure from each firms.

Bankruptcy One

When Thankyou determined to enlarge to the infant care marketplace, they didn’t have the price range to in reality make it occur. However they’d any other trick up their sleeve to bridge the investment hole.

Flynn determined to jot down a ebook. Entitled Bankruptcy One, the ebook stocks the tale of Flynn and his trade companions as they constructed Thankyou from not anything.

The ebook was once revealed in 2016 and introduced on Amazon with a pay-what-you-want style. Their function was once to lift AUD$1.2 million to fund each their child care line and a world take a look at marketplace in New Zealand.

In its first 28 days on-line, it bought greater than 55,000 copies and raised greater than AUD$1.4 million.

“A couple of folks paid $0.05. However some paid masses, even 1000’s,” Thankyou states on their web site. “CEOs bought 1000s of copies for his or her group. Essentially the most paid so far—$50,000—was once paid through a shockingly beneficiant woman. However our favourite tale was once about 12-year-old Landon. His mum wrote to us after he’d bought 4 copies at $20 every, which he proficient to folks he idea must cross on to switch the arena. We were given an replace that Landon has given 18 copies (and counting).”

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