Last week, Amazon held the much anticipated Prime Day sale from July 15-16, 2019. Originally, Prime Day was created to celebrate Amazon’s birthday. Today, Amazon has evolved Prime Day into the promotional event of the year, bigger than Black Friday.
Piggybacking of the hype of Amazon Prime Day, we wanted to create a campaign that offered the best Pearachute Deal yet!
The key to any successful campaign is to understand your goal and communicate a strong message.
Campaign Message: Experiences Over Things
There is a lot of buzz surrounding Amazon Prime Day. Instead of falling in love with another sale for an item you probably can live without, we wanted to shift peoples focus on creating experiences with their families.
The largest retail store in the world, Amazon, doesn’t own any items. The most popular hotel chain, AirBnB, doesn’t own any hotels. The largest transportation service, Uber, doesn’t own any vehicles.
It’s no wonder people are valuing experiences over owning more things.
Campaign Execution: Branding
To bring our message to life, I created a logo that would encompass the campaign’s identity and right up a blog post that focused on creating experiences over buying things. You can read the blog post here.
Campaign Execution: Promotional Offer
Once we established our message for the campaign, we had to come up with an offer that would stand out.
For $235, families would receive 250 credits that they could use on Pearachute’s platform to book family fun activities. The average credit cost for activities ranges from 3-12 credits. We also wanted to extend the credits of this promotion to 12 months so families could plan activities all year round.
Not only was this a great offer for existing customers who have been loyal using our platform, but also great for new customers looking to try Pearachute for the first time.
Campaign Execution: Scheduling and Outreach
Our Anti-Prime Day ran from July 15-17, 2019. The campaign was executing on email marketing and social media.
Using mailchimp, I created several email templates to send to our core market customers and national list of leads and opportunities.
View the email template here.
For the emails sent to customers, the CTA was sending them to the Pearachute Pricing page that autofilled our Anti Prime Day offer.
For the emails sent to leads and opportunities, the CTA was sending people to a custom landing page. The landing page’s primary CTA was linking the promotional offer and sharing Pearachute’s value proposition for people who wanted to research more about what Pearachute does. View the landing page here.
Along with sending emails, I shared the campaign on Facebook, Instagram, and Pearachute’s social feed so that existing customers where aware of the offer and our brand ambassadors and community coordinators could share on their social feeds.
Campaign Execution: Last Chance
On the last day of the campaign we sent a last chance email in the morning to customers and leads in all markets at 10am and at 8pm. Giving people a deadline adds a sense of urgency to purchase before it’s too late!
We also shifted our last chance offer to leads as a lower tier offer, giving them a 50% OFF on any subscription plan. This gave people new to our platform a chance to try Pearachute out at a lower cost, and hopefully an attempt to get new recurring customers. View the last chance email here.
Key Takeaways
This campaign was the most successful campaign in Pearachute’s history in terms of bringing in revenue! Being a pivotal part in executing this campaign was a great experience. Here are a few takeaways to think about in future marketing campaigns.
- Establish a clear message and campaign goal.
- Create an offer that benefits the customers.
- Structure the deal to increase recurring customers.
- Create content around the promotion and add value to your audience.
- Have a clear plan to execute and share with your audience.
- Be persistent and aggressive sharing content.