So, it's decided that we'll launch EARLY. But, what's the move?
What's the drop strategy??
Thank you so much for asking.
ππππππππππππππππππ
HERE'S A MADE UP EXAMPLE
OF WHAT I'D DO:
Let's make-believe that we're working on a drop for a PUMPKIN SPICE FLAVOR FROM A PROTEIN BAR BRAND (let's pretend we're bringing back a SKU that we've dropped for the last couple of years).
Let's drop the flavor on site on September 1st. Set the mood. Give all of the Fall vibes. Fall inspired PDP. Pumpkin-centric homepage hero.
In our slide cart let's add pumpkin as the default in-cart upsell (whenever pumpkin isn't already present in-cart, when pumpkin is present, we'll use logic to customize the products shown).
After your customer places their order, let's offer them the chance to double the quantity for 20% off the whole order.
Once their order arrives, let them enjoy it for a bit.
Let's PUMP a fuck-ton of UGC, influencer content, paid ads, and TikTok reviews into the ecosystem for all of September. LET'S GET THE F'ING WORD OUT THAT OUR PUMPKIN PROTEIN BAR IS A SEASONAL DELICACY.
Acquire as many pumpkin-loving customers as you can in September.
πππππππππππππππ
Convince them to buy. And, then. Let's wait... π§π»ββοΈ
π₯ Then, once they've worked through a bit of their stash, let's scare them! BOO!
π§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈ
We're running LOW!!!! THE HORROR! NO MORE PUMPKIN TIL 2024!! STOCK UP OR ELSE. (Let's do this on like October 6th). SMS. Email. IG. TikTok PSA. π§π»ββοΈ
Then, let's stock out. Fully. For 8 days. Or, whatever amount of time is actually believable.
So now, it's October 15th-ish.
π₯ WE HAVE A SPOOKY SURPRISE! BASED ON YOUR INCREDIBLE DEMAND (we really appreciate your support and are blown away), WE WERE ABLE TO PRODUCE AN EXTRA BATCH OF OUR BELOVED PUMPKIN SPICE FLAVOR.
(Do this via email and by SMS).
On social, let's do a story with a swipe-up that opts them into our SMS list so they can be notified when pumpkin hits the site for the FINAL TIME THIS YEAR.
π§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈπ§π»ββοΈ
π₯ Onsite, let's add a notify me to the PDP (where we collect both SMS and email address).
Then, let's set a drop-date. October 20th-ish.
π₯ Count-down clock goes up on site.
It's October 20th. SHOWTIME BABY.