Technology is getting smarter everyday, consumers are getting more savvy every day, patience is going down, demand is going up. This is our world, and we’re just at the tip of the iceberg. Giants like Amazon are disrupting the way customers shop, and it’s forcing everyone to re-think their online strategies.
Amazon’s market share will continue to grow, let us show you how we helped SoloStove dance with this giant.
Here’s an example of how we helped an online brand build their community with Amazon.
SoloStove is a national wood burning stove lifestyle brand that has had tremendous success. The challenge was how to invite their large Amazon customer base into a brand experience with the rules of Amazon being somewhat limiting. We crafted a pretty great and effective solution together I’ll walk through below.
1. Let’s Put Something in the Box
Amazon won’t allow you to email directly to customers who bought your products through their platform, BUT what if we had a strong incentive and call to action to draw Amazon customers back to the brand’s website and add so much value, they want to give their email address and be a part of the community.
After our full strategy was in place, the first step was designing a die cut brand sticker and fun card to be placed in each Amazon shipped package to promote the perks campaign experience.
2. Opt-In Page for Free Perks
Now we’ve got the customer to take the first step, we want to reinforce the value the brand will be giving in return for their email.
3. Email Workflows for Giveaways & Recipes
Now we’ve got the customer’s email, it’s our turn to transform them into a brand advocate. With a series of beautiful and engaging emails over the course of several weeks, the customer get’s free tips and recipes to use with their new solo stove purchase.
3. How To Recipe Pages
From email to a perfectly matched online experience, each email recipe has a unique landing page with video, directions and continuous brand call to actions.
4. Branded Recipe Card Downloads
What’s a recipe page with out a downloadable goodie? Branded recipe cards as downloads are on the recipe pages, so the traveler can take these instructions with them on their adventures and put them to use!
Through thoughtful campaigns, you can leverage the customer’s Amazon journey by adding so much incentive and value the customer can’t ignore it. For the outdoor adventurer who just bought a new portable camping stove, what better value than to give away great recipes and giveaways?
A few other ideas of how to differentiate your premium product brand online:
- Create in-demand products or versions of products that are only offered through your website
- Make the check-out experience delightful and easy
- Offer incentives that can only be found and used on your website
- Produce content worth sharing or items so good they get shared
- Engage existing customers through email and social thanking them and asking for reviews
What are you doing to thrive and differentiate your product or service?