Posted on : 2023-06-04 20:03:21
Article : Good morning, Monday Management Solution 244- e commerce marketers could instead mine the “long tail” of products that didn’t normally get placed in brick-and-mortar locations. Today, the world’s dominant retailers are all online.
As discussed in our TASK part, the new disruptive brands are shaking up the retail. To inspire launch of marketing efforts along with some tips on how to implement the tactics, though there are number of products/brands that we can recall for this B2C channel, in this part we are only offering certain Brand stories from different segments for start-ups as well as seasoned product marketers.
American brand Harrys biggest selling point is simple: they offer custom-made razor blades at affordable prices — cheaper than more well-known alternatives. The problem is, cheaper doesn’t automatically equal more customers. People still need to be convinced. Harrys did (and still does) this convincing with a trial offer featured prominently on its website and in social media ads which then drive traffic to a landing page. The simple tactic has helped the company grow into a giant of online retailing with three million monthly recurring customers and counting, and $200 million in revenue in 2017 alone and growth there on YOY.
A trial offer is a great way to convince customers that are on the shelf. It’s like you putting your money where your mouth is. The ball is fully in the customer’s court. If they try it and don’t like it, they don’t have to buy it. The friction of buying a product they don’t fully know is eliminated. What’s more, customers also enter the marketing funnel as a promising lead. They’re interested enough to try the product, which means they’re open to hearing more about what the companies have to offer. Make trial offers easy for customers to claim with a simple message and calls-to-action. Like Harry’s has the trial offer front and centre on its homepage. That clicks-through to a page that makes ordering simple.
In trying to gather momentum for a campaign aimed at encouraging moms to trust their paternal instincts, Tommee Tippee the American baby product marketers took a uniting problem and turned it into a PR stunt. That being the often useless, unneeded advice from others about how to parent. Tommee Tippee turned parenting help books into limited-edition baby wipes as a way for moms to literally wipe butts with other people’s advice. In doing so, it created a useful product that supported its main aim: to get eyes on the brand. The launch helped increase awareness, not only in the brand’s #ParentOn theme but in the brand itself as it tried to penetrate the U.S. market.
When Absolut vodka wanted to engage young consumers with its release of a limited edition “Unique” vodka in Argentina, it decided to throw a launch party which involved people interacting with a fictional doorman named “Sven” via WhatsApp. A WhatsApp number was released on all Absolut vodka marketing and advertising materials with details on what to do — charm Sven to get yourself on the guest list. It created cue all kinds of hilarious messages and a huge social buzz around the product launch. Through WhatsApp, Absolut was able to enjoy three days of uninterrupted chat with over 600 contacts, during which more than 1000 images, videos, and audio messages were created. All for the price of a sim card.
END POINT-Find out where your audience are and reach them there. Listen to your audience, research the market and test new channels. Not every channel you test will be of value, but if you keep exploring and tweaking, you’ll eventually find an untapped niche that offers good ROI. Keep in mind that marketers tend to overuse marketing platforms to the point where they’re no longer of any benefit, so stay ahead of the curve to identify new channels. Launching a new product is about creating a buzz — getting people to give you a second look and choose you over the competition. There is no shortage of ways to do it. But choose your tactics wisely.
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