Sarah, a crafter, created a color decision-making deck of cards. With Andrew's help, she planned an effective launch strategy for her brand Zollie on different channels. They discussed hype emails, product-specific lists, and Meta Ads approach. The podcast also touched on e-commerce growth, niche markets, successful product launches, email marketing, influencer strategies, and social media advertising optimization.
Utilizing SMS for pre-orders builds customer value and exclusivity.
Content creation enhances product visibility and engagement with customers.
Upgrade Pixel tracking with Bily.ai for improved ad performance and affordability.
Promote best content post-release with diverse emails and influencer outreach.
Implement manual bidding in Meta Ads for efficient ad spend control and ROAS evaluation.
Deep dives
Building Buzz and Engaging Current Customers
The pre-order strategy involves engaging current customers through a pre-order offer with a discount and a signup for SMS notifications. The SMS list creation focuses on reaching customers fast and ensuring they are first in line for product access. The strategy aims to build value for customers and retain their interest in the new product by keeping them informed and giving them early access benefits.
Using SMS for Short-Term and Long-Term Value
Utilizing SMS for building a pre-order list provides short-term benefits by cutting through noise for the product release. Long-term, the SMS list can serve as a valuable resource for future releases, especially during peak times like holidays. The strategy involves creating a sense of exclusivity by offering early access and targeting customers who opt-in for SMS communications.
Content Creation for Product Explanation
Content creation includes a 90-second product video for the product page to demonstrate proper usage and benefits. Incorporating detailed photography enhances the visual representation on the website. Crafting compelling ads for both retention audiences and reaching past customers helps reinforce product awareness and drive engagement.
Incorporating SMS into Marketing Strategy
SMS sign-up offers exclusivity and prioritized access, enhancing the sense of value for customers. The SMS list serves as a direct communication channel for time-sensitive releases and promotions. By integrating SMS with other marketing efforts, the strategy aims to maximize reach and engagement with a focus on clear product explanation and engagement with the existing customer base.
Bily.ai: Upgrade Your Pixel Tracking for Meta Ads
Upgrading Pixel tracking with Bily.ai ensures better event match quality for meta ads integration. Bily.ai outperforms other options in split tests, offering cost-effective solutions. The disruptive pricing allows affordability, with potential to pay for itself quickly. It is recommended to explore Bily.ai for optimized tracking and improved ad performance.
Content Promotion Strategy Post-Launch
After a product release, promote best content to your list, using clear, compelling explanations. Increase email frequency slightly to signal importance and generate interest. Deploy diverse emails showcasing product utility, engaging audiences effectively. Blend explainer videos, outfit selections, and DIY content to resonate with specific subcultures.
Targeted Influencer Outreach for Audience Expansion
Initiate influencer outreach for targeted subcultures before broad audience expansion. Cultivate relationships with influencers aligned with the product's appeal. Consider seeding products to ascertain influencer engagement and identify content affinity. Focus on creating value-rich content that resonates with influencers and their audiences.
Strategic Approach for Effective Meta Ads
Implement manual bidding strategy in Meta Ads to control ad spend efficiently. Adjust bid caps relative to average order value for optimal results. Consider a one-to-one ROAS target for prompt evaluation of ad performance. Leverage informative content and influencer outreach to enhance community engagement.
Seeding Strategy and Audience Engagement
Leverage high-margin products for widespread seeding strategy to engage target audiences. Devote resources to influencer outreach, seeding products with engaged influencers to amplify brand presence. Focus on initiating demand generation within specific subcultures before scaling to mass audiences. Utilize engaging content to build organic audience growth and drive brand visibility.
Expansion Strategy through Community Engagement
Focus on community-based expansion by integrating within specific subcultures before broadening outreach. Invest in influencer and content strategies aligned with target audience preferences. Utilize manual bidding and engaging content to foster product adoption and audience engagement. Build brand presence within authentic community spaces to drive organic growth and sustainable brand expansion.
"Opening The Books" is my series of live-recorded coaching calls with brand operators who get my time for free in exchange for recording the call, including showing actual ad accounts and other financial data on the call.
Sarah Resnick has been helping crafters and, more specifically, weavers create beautiful custom projects for years. And as she did, she realized something: people need help understanding how color works.
So she spent two years developing a product that can help makers of all kinds get better at making color decisions more effectively without going to the trouble of learning the intricacies of color theory. The product is brilliant: it's a simple deck of cards that takes the customer by the hand through the decision-making process on their projects.
Sarah realized that the product had big potential for one of her brands, Zollie, so she got together with Andrew for a specific request: how can she launch the product as effectively as possible without a monster budget?
So on this Opening The Books, Andrew coached her through the entire process on each of her channels. They talked about how to handle hype emails, building product-specific lists, and how to approach it in her Meta Ads account.
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