2 Marketing Strategies from Amazon.com
By Melvin Ram - June 22nd, 2006
While out at Amazon.com, I gathered lots of stuff into my shopping cart.
Right before checking out, I noticed a box labelled “Important Message” at the top of the page. The box said that an item in my shopping cart had come down in price.
There are two marketing strategies to recognize here:
- Communicate & re-enforce your PPODs (positive points of difference) before, during and after the sale.
- Use newsworthy info as an opportunity to get back in front of prospects & clients… and to ask for the sale, again.
Communicate & re-enforce your PPODs
I was already going to be buying what I had in my cart. By showing me that the price had reduced, Amazon pointed out a value they added to me… helping me further build the association that “I am smart for using Amazon.com.” This type of behavior helps build meaningful brands.
Use Newsworthy Info to Get Back In Front
The item in question had been sitting in my cart for a few weeks now. In fact, I had even forgotten about it. Using the price change as a good reason, they were able to bring the product to the top of mind. This got me to remember the reasons why I wanted the product in the first place. Amazon may even at some point become more aggressive with this strategy… emailing me when a price change happens or a newer version of the product is released so I don’t buy the older version.
PS: The comedy of the situation was that the price change was from $106.84 to $106.82.
PS2: Volcanic is an Internet marketing agency that can help you plan & execute the above 2 marketing strategies using email and more.
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