Category Archives: Marketing

High-value Contact Acquisition at Marine Layer

Marine Layer Contact Collection

 

Marine Layer is a fun brand that found a humorous way to collect contact information from their shoppers, inject a bit of humor, and showcase one of their key selling points all at the same time.

Clothing is tough on the web because you can’t touch the fabric. These guys offer you to ‘cop-a-feel’ of said fabric, but of course, they need your contact info and address in order to do so.

Anyone looking to  boost their email and has something relevant to give away– take note here.

Sears gets personal, in a useful way

Sears Email weather targeted

Sears (via their social platform, Shop Your Way) sent me this email over the winter, and on a snowy day at that. I couldn’t help but smile. They are obviously using some personalization tech — but rather than use some invasive-feeling detail scraped from a social network (“Saw you checking into a bar at 2AM, last night. Want to buy some coffee?”), they are using my geolocation and the weather report to remind me that I might need snow gear.

I thought it was cool, and I’m sure a few people who got this were like “Oh shoot, I totally need a snowblower.”

Don’t fear the scroll: Bellroy tells a great story

The Bellroy folks take a lot of pride in their wallets. Like anyone else, though, they know that pride alone only drives so many sales. Especially for a commodity category like wallets, much of the rest comes from story.

These guys tell a great story about a slim wallet, complete with personable cartoons and clips from Seinfeld. Anyone who’s selling in a crowded space should check this out.

Poppin’s giving it away

poppin Free notebook email

 

Poppin, the purveyor of fun, colorful office supplies had a terrific email recently. They offered to give away a notebook (one of their more popular products) if you spent $10. $10 is probably half of their average basket, and there are a ton of products on the site that cost $9 (so you’d have to pick up a few more things).

A little sneaky? Maybe. It was enough to make me spend $10.

Depth and detail: Best Made Company draws you in

Lots of companies sell stuff that’s just a little different or has some interesting relevance to the past.

Best Made Company, however, really draws you in with a depth of detail on the product, who made it, what its for, and how to take care of it.

If you do find that your higo knife is developing rust, remove the offending rust immediately with steel wool or high grit sandpaper. A store bought metal polish on a rag may also do the trick. Should your higo become severely rusted more drastic measures must be taken. Open the knife and submerge the blade in a glass of vinegar.

By the time you’re done reading about how to use vinegar to remove rust from the blade (in the case where you’ve already failed to take care of it) you may as well buy the darn thing since you’re so tied to it.

Design a desk: Organic cross-sell on Poppin

Poppin’s Design a Desk feature does so many things right at once:

  • Showcase the product: Office supplies, neatly organized on a desk.
  • Curated assortment: a color picker puts fun splashes of product on the desk, in pre-arranged sets
  • Makes buying easy: If you want the whole set, add to card with one click
  • Sociable: Why wouldn’t you want to show your twitter/fbook people your gorg new desk?
  • Aesthetic: this kind of 3d tech could have been janky, but the execution is right-on too.

The best choice: between your own product – UncommonGoods Email

Uncommon Goods is a great source of whimsical gifts that are often naturally interesting. They already have that going for them. So how to differentiate their product further, especially during a saturated holiday marketing season?

Make them face off against each other. As the shopper, you feel like you have to choose between one of the two choices, both of which are their product.

Plus, the execution was aesthetic, and the pitch was fun.

A killer idea: Asos serves up a digital assassin for holiday sharing

Here’s an awesome idea from Asos, though I’m not sure it was really well executed.

We all know people who get super into the holidays. Singing, ugly sweaters, lights everywhere, the whole deal. Don’t abide them, ASOSsinate them!

This could have been a really cool social media campaign where we’re all so busy asossinating each other, that the twitters and the bookfaces are lit up with updates, jokes, and content. Meanwhile Asos would laugh all the way to the bank.

Instead, all I got was the picture below (at the end of a rather entertaining video).