![]() ![]() Now I don't know if they're profiting on that advertising. So this business has done a really good job of being aggressive with their marketing and spending a lot to be able to drive the collective awareness. And that's a totally viable strategy.īut I find it so interesting that people are unwilling to spend the same $5,000 to go to an influencer to talk about your brand so they're sending actual real customers that want your product and will subscribe. Some people will happily spend $5,000 on giving away product in order to get it out to people or get their rankings on amazon, or to get people to buy for a dollar so that you have them on subscription. This does a couple of things.įirst of all, it aligns a business with a thought leader, so you have an elevated perception in the market place.Īnd second, it has the exact same effect of doing a blast or a give away, but you do it profitably. But how one influencer made such an impact in their business that it changed everything.įour Sigmatic does the same thing of sponsoring podcasts so influencers are talking about their brand. This was an article about how Tim Ferriss affected a line of men's clothing, called Mizzen and Main. If you haven't read the article, the Tim Ferriss Effect, go read it as a case study in how influencer marketing can have an impact on any business. So I discovered Four Sigmatic as a result of them being advertised and discussed on Tim Ferriss' podcast. The second thing that this brand does really well, is their marketing and the aggressiveness with which they market is spot on. And that differentiation is what creates the fans that will set you apart for everything that you do moving forward. They're missing that piece that makes them different. ![]() That gives you a product and a business that is different among all of your competitors.Īnd that's what so many physical product sellers are missing. I wonder what the flavor of triple hops brewed beer is."īut if you can call out some piece of your product that is slightly different or that no one is talking about to create that impulse purchase. The twist though is that you say, "oh it's triple hops brewed I should give that a shot. The classic story that I like to tell here is *Miller Light, when they came out with their slogan, "triple hops brewed for a maximum freshness." It can be just enough that piques curiosity enough to try it. We keep it here at the office, so everybody can have some mushroom coffee if they want.Ī differentiating factor doesn't need to be something that sets the world on fire, it doesn't need to be a big disrupter business. So I'm on subscribe and save on Amazon and I've bought multiple products just because I use the impulse buy on Amazon and I went and I bought more, because I enjoyed the product. But the fact that there is some sort of a twist tells the brain, this is new, this is different and it can create the impulse purchase.Īnd it is that impulse purchase for a very specific reason that creates raving fans and repeat customers. Now let's be real, coffee on its own is a cognitive enhancer that will give you a little bit of a bump and help you get more work done. Ah, now there's just a little bit of a differentiating factor. But if I say I drink Four Sigmatic coffee because it has a mushroom blend and that gives me a cognitive kick and helps me focus more. Where's the differentiating factor there? There isn't one. For them it's the mushroom blend, because it would be one thing for somebody to say, "yeah I drink Four Sigmatic powdered coffee." What they've done really well first is they have a very clear differentiating factor. And by the way, you'll see me often drinking their products while we're recording this show. What's interesting about this company is they do a few things really really well. ![]() I don't know if any of that is true, but that's how they are marketed. So mushrooms either have cognitive enhancer abilities or some of them are considered to be immune boosters. So the hot chocolate is hot cocoa with reishi mushroom. And most of them have some sort of a mushroom blend of them. We usually reserve this time to look at one of our tribe members businesses.īut I thought it would be fun to go outside and look at a case study that I follow, because I think there are some nuggets that will help both our students and those of you who watch this show, just because you want to get inspiration for businesses that you might start.įour Sigmatic sells powdered drinks, like powdered coffee, powdered hot chocolate right here. So for today's case study I thought it would be fun if we look at a brand that I personally buy from. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |