Shine Stories
How Shine Sold 4,000 Units Within 30 Days of Launch
Click…Click…Click…Rapid keyboard sounds were coming from our developer’s computer as he made the final touches to our campaign at 9:45 am, just minutes away from our official launch at 10:00 am. All I could think about was if anyone would show up? Despite having gone through an array of exercises to prepare ourselves for our launch, I had butterflies in my stomach and concerned that we had missed something. At shortly after 10:00, we hit the go-live button and waited.
Little thin orange lines on our real-time dashboard started to light up on google analytics. The screen then resized, then resized again. We had over 200 people live on our site. A sigh of relief and a smile finally appeared on my face when I saw our first sale go through.
But this is just the first 5 minutes of launch. After the PR blast. After the email campaign. After the social media post. How do you keep the momentum on your campaign?
I previously wrote on techniques and tactics for launching a successful Crowdfunding campaign here. These are helpful tactics but don’t solve the problem with keeping traffic. Shine’s secret to the success of the campaign isn’t obvious on the page as it’s hidden in the post-purchase. Incentivized Virality.
Draw Your Marketing Process Loop
EOS talks about having a methodology for your marketing and a process that you follow for marketing. This is a proven process that everyone in the company understands how you create revenue.
Jim Collins talks about how great businesses have flywheels, and they focus on feeding those flywheels like Amazon’s below to create long-term competitive advantages.
Your marketing process loop is these two concepts combined with a focus on your marketing. The loop answers — How do the initial actions of your marketing team loop back to reinforce their efforts down the road?
Here’s Shine’s loop
You can see that in Shine’s loop, we start with generating site visits through earned, paid, and owned media techniques that are commonly known in the industry. The page converts these visitors to customers. This is pretty bland and normal right now. The Shine way is really in the next step is where we highly incentivize our customers to share. This generates a large portion of our customers to evangelize the product and results in a higher rate of consumer sharing. This will lower the eCPC on the next round of the loop as it starts over with generating site visits.
A good loop is a few things
- It’s simple
- Everyone who sees it gets it
- It’s unique to your business
- It’s Accurate
So How Did This Result in 4,000 Units Sold?
You can see the loop at work with a drip email that is sent thanking purchasers where they are offered to participate in the viral sharing programs and earn $10 Cash Back & 1 Year of Free Shine Cleaning Pods per share. You can see the program page here
While I think referral and virality are some of the most powerful elements in marketing today, you should start not with tactics but create an overall strategy that works for your product or service.
