- How to E-commerce's Newsletter
- Posts
- #67 The Least Boring Weekly Newsletter
#67 The Least Boring Weekly Newsletter
Good Morning readers!🌞
Hope you have an amazing weekend! 🍻
We’re back with an interesting and super fun podcast - yamo AG—killer business strategies, product development, DTC dream teams, building a business mindset & more!
yamo AG is on a mission to provide parents with better and more convenient options for their children's diet. 🥦 They make an organic and healthy baby and toddler food that is sold online, through a direct-to-consumer subscription model, and in supermarket shops such as Coop in Switzerland and select Edeka & Rewe stores in Germany. With the support of 13 investors, yamo AG has raised over $11.4 million in three stages. We had the pleasure of speaking with Luca Michas, one of the company's founders and CMO, and here's what he had to say!
In this episode, you'll learn:
1. Why is it important for children to eat organic, healthful foods?
2. Why did yamo choose the DTC model over the retail industry? And a lot more. Stay tuned for what’s coming up! ( Excited?? 🥳)
Almund's newsletter will let you in on all kinds of tips for D2C brands and much much more.
Alright, so let's get right to it!
This newsletter is going to dive into :
🌏 Four Tactics For Companies To Win The Battle For Customers In 2022
👌 Gotcha! April Fool’s Campaigns Through The Years
🙎 BRAND of the week - Kimberly Clark
📜 Top reads for this week
👩🏻💼 Plenty of jobs awaiting you!
So, scroll down already to THE VERY END & read up on what's yet to come your way!
_____________________________
WHAT’S COOKING, HUH?
It's no secret that the Covid-19 pandemic ushered in a new era of digital client encounters. The million-dollar question now is where it will land? 💭❓
Digital channels and changing customer expectations required brands to respond swiftly. More conservative firms developed interim remedies in the hopes of "returning to normal" consumer behavior, only to have them fall because their solutions were not long-term sustainable.
So, here are four tactical tips for claiming victory in the struggle for customer acquisition and retention.
🙆 Keep in mind that the new acquisition is retention.
The most crucial KPI will be how much a company generates a dedicated client base whose members spontaneously disseminate their passion to their communities.
Brands will need to zoom out to assess the full customer lifecycle, from acquisition through engagement to long-term retention, to create effective customer retention and loyalty strategy. That's where analytics and orchestration for customer journeys come in.
💯 Be the finest of the best.
The consumer's standard of experience is not determined by the total of their best and worst experiences within a single industry.
Brands should look around before looking ahead to stay competitive( Always stay one step ahead)👣 . A few brands have raised the bar for everyone, both inside and outside their market.
Consumers' expectations do not alter based on industry, thus brands should look at the best in other areas in addition to their immediate competitors.
📩 Follow the four Ps of modern marketing.
Brands may use customer journey decisions and orchestration to ensure their customer experiences follow a new 4 Ps of marketing to boost customer retention.
Private Personalized Predictive Proactive( The 4 New p's)
®Keep it real.
Brands should invest in solutions that better mimic the human experience while also solving the problem more quickly. Instead of replacing automated experiences with all-human ones, the goal should be to combine the two to produce a smooth and efficient client experience.
Consumers nowadays, particularly those who are more digitally savvy, expect to be able to communicate with brands via a range of channels, including SMS, social media, and brand applications.
The brand can implement a long-term plan to gently persuade the customer to make a purchase and prioritize the brand moving ahead by providing the customer with helpful, individualized (rather than extraneous, mass-generated) material in their preferred channel.
_____________________________
Gotcha! April Fool’s Campaigns Through The Years
Nothing’s better than playing harmless pranks on your friends! April Fool’s Day is just a month away; we’re counting down just like you. And if you’re a DTC brand, we’d highly suggest that you run a fun, engaging, and off-beat campaign for this exciting day.
But what good can it bring to your customers? Here are some great reasons why you should go ahead with an April Fool campaign.
😆 Have Them Crack A Smile
If you’re running a campaign so hilarious that your customers would know about it being a prank instantly, there is no way you’re not going to be successful in making them smile. Create a fun advertisement with iconic artists and a hilarious script to make them laugh.
🤔Confuse Them!
If funny commercials aren’t your thing, go for off-beat ideas and advertise them while being completely serious. From meme currency to printing money in real-time, brands have not held back when announcing their ‘new features’ on April Fool’s Day. It’ll be a great marketing strategy while giving your customers something to like about your DTC business!
🤫 Use It To Drop Subtle Hints
Conspiracy theorists are everywhere! This April Fool’s campaign can be a great opportunity to drop hints about an upcoming product or service launch or a change in your business.
📝 Great Strategy
Using the April Fool’s Campaign, you can club your brand with a multitude of things that can help people like your brand even more. Ranging from the most loved artists to likable known faces to public figures that stand for the right agendas online—getting on a campaign with them can be a great boost for your business.
The fun of April Fool’s campaigns is that you get all the benefits a business receives when they run a fully planned marketing strategy while enjoying the thrill of running an unconventional and whacky ad online!
So, if you’re convinced about wanting to run a campaign just like us, we’d like to send you off into the brainstorming room with some inspiration. Here are some of the best campaigns DTC brands around the world have offered through the years.
🐶 Petco
Watch the full video here!
Petco made everyone do double-takes when they announced that customers, just like their four-legged friends, can also get makeovers to resemble their pets. Definitely didn’t convince anyone but everyone found it hilarious.
🥤 Sodastream
Watch the full video here!
Sodastream managed to Thor Bjornsson’s popularity from the Game Of Thrones perfectly. He was shown to have the muscles to intimidate a boulder only due to Sodastream. Again, convinced no one, but made us all laugh.
💻 Amazon
Watch the full video here!
Amazon is at it again! The idea of the campaign was to show animals—a gerbil, a cat, a dog—interacting with the Petlexa. While it was a joke, the ad subtly showed the power of the Echo. Plus, who wouldn’t want to see some cute animals!
🐦 Duolingo
Watch the full video here!
“These reminders don’t seem to be working. We’ll stop sending them for now.”
Duolingo decided to embrace the memes coming their way and created a fun campaign on April Fool’s Day! The idea, although funny on screen, would be frightening in real life and that’s what got everyone giggling.
🍔 Burger King
Watch the full video here!
Burger King is known to have an active and fun social media presence that keeps us all engaged and entertained online. If that wasn’t enough, they decided to take things a step further. They ran a campaign for a ‘Whopper-flavored toothpaste’ for those who love the taste of Whoppers. The over-the-top ad with amazing production quality was what made this joke a very compelling one.
The beauty of running a DTC business is that you can make any occasion yours if you just try hard enough. A campaign doesn’t always have to drive in sales or increase traffic to your brand. Sometimes getting your audience’s attention is enough to create a buzz that your business needs.
We’re excited to see what you’ll do this April 1st!
_____________________________
BRAND OF THE WEEK is…
Kimberly-46,000 Clark's employees across the world produce products that help people experience more of what's important to them, thanks to their inventiveness, creativity, and knowledge of people's most basic needs. 🌎
Their environmentally friendly practices promote healthier earth and stronger communities, ensuring that their business flourishes for decades to come. We're creating a legacy of positive effect in all they do.
Kimberly Clark has recently acquired a majority stake in Thinx.
Thinx will benefit from Kimberly Clark's knowledge and resources, as well as greater distribution through the company's extensive retail network.
In the past, Thinx has partnered with stores such as Nordstrom and b8ta to offer their products. Thinx for All, a more economical range of the company's products, was launched at Target last year.
Thinx became known for its absorbent underwear through its brands Thinx, Thinx (BTWN), Speax by Thinx, and Thinx for All, which were all created in 2013.
Since then, the company has grown into new categories, including sportswear, which it debuted last year. Leggings, cycling shorts, leotards, and training shorts from Thinx were unveiled, with period-specific features like heating pad pockets.👖
"Kimberly-Clark invented the 'femcare' category 100 years ago and Thinx invented the 'femtech' category nine years ago," Thinx CEO Maria Molland said in a statement. "It's fitting that we will be working more closely with a like-minded organization to realize our mission and vision, and to enable Thinx underwear to more quickly become a mainstream product for period and bladder leak needs."
————————————————
TOP READS FOR THIS WEEK
🔒 Foot Locker gearing up to pull Nike products from shelves
👪 Ipsy, BoxyCharm parent raises $96M in funding
😻 Fanatics acquires Mitchell & Ness and Brooks tops $1B in revenue
📷 Instagram quietly limits ‘daily time limit’ option
❓ WhatsApp to roll out 'view reaction info' and 'search message shortcut'
🕵 Ownit helps brands sell products, at the point of discovery, with one click
————————————————
In need of a job? We’ve got plenty awaiting you!
_____________________________
CHOOSE SUCCESS below and have a great week! ‘Get that D2C business runnin’.
