27 July 2022 | Marketing
THE ONE WITH THE ART OF THE IN-REAL-LIFE SPLASH PAGE.
By Creator Staff
ON THIS EPISODE OF GO-TO-MILLIONS:
THE ONE WITH THE ART OF THE IN-REAL-LIFE SPLASH PAGE.
People LOVE to judge a book by its cover. π
The first impression does indeed matter (trust me, this isnβt good news – I bite my nails and I am a hair twirler!)
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The truth is, no matter if itβs right or wrong, what happens from the start carries a ton of weight.
All of the Go-to-Millionaires know the cold, hard, nail-biting truth:
As you Go-to-Market, YOU BETTER COME CORRECT.
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How do we make a splash?
How do we BUILD MOMENTUM?
How do we take advantage of that beautiful, scary time pre-launch when the market hasnβt yet spoken?
Whether weβre in person (launching a physical store that customers will shop IRL), or online (launching a digital ecommerce store where customers will shop electronically), we HAVE TO BUILD IN PUBLIC.
Did you hear me? Just in case, please repeat after me.
π£ ~clears throat to yell at the top of her lungs~ π£
WE HAVE TO BUILD IN PUBLIC.
Today, letβs focus in on what Burberry can teach us ALL: those of us who focus on the Retail / Brick & Mortar launches, those of us who focus in on selling DTC, and those of us who do both!
Letβs take Burberryβs soon-to-open new boutique in London, as our example.
Here is a brilliant example of taking a pre-launch opportunity by the horns.
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Youβre doing construction. Youβve started to pay rent. Youβve started to outlay a ton of $$$$$ to build a business (or an additional retail location) that you hope will be all worth it in the end.
A store that will be successful. (THE DREAM!) βοΈ
So, letβs say it takes 12 months to build a 100,000 square foot boutique from lease-signed to doors open.
12 months. AKA 1 FULL YEAR. Thatβs a lot of time. A lot of time for a big, expensive, yet to make a single $ store to sit EMPTY.
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What if, instead of just focusing on the build from the inside, we made the EXTRA effort to build in public.
Big signs. That are easy to read. That have the Burberry logo.
We have the construction team stand up the outside of the store as their very 1st project on their 1st day.
We start getting the word out NOW.
We take advantage of the foot traffic that weβre ALREADY PAYING FOR.
Sure, weβre spoiling the surprise. Britainβs next Burberry is no longer a 100,000 square foot secret. Thatβs okay.
Actually, thatβs MORE THAN FINE. People honestly just donβt give that much of a fuck. (No offense Burberry, I own many of your scarves – Iβm with ya! I care! But not that much, because Iβm busy and I care about other things and your store opening is not going to change my life.)
Every brand needs to remember that what they sell is potentially important (at the very best).
We are selling nice-to-haves to people who are sold to ALL DAY LONG.
And, in general, brands (not Burberry, but brands in general) SEVERLY OVER-ESTIMATE THEIR Total Addressable Market.
TAM BABY.
Brands (those that launch digitally or with physical storefronts) are wildly, wildly blind to how difficult it is to carry momentum from launch into a scalable, PROFITABLE, and actually successful business.
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Thatβs why, in my opinion, the best way to build momentum is to build buzz.
The best way to build buzz is to get the word out.
The best way to get the word out is to not be too precious, or to think of oneβs launch as the biggest, baddest, sickest, jaw-dropping event in the history of the world.
People, even your superfans, just donβt care THAT much. Your superfans, at best, will show up on launch day (phsyically or in store), will buy what they like (and what they can afford), will feel a fleeting sense of joy, will tell a few people, will use your product, will tell potentially a few more people, and then forget about shopping with you for a while.
Iβve been around the block. (As you can tell by my under-eye circles).
Iβve launched + grown dozens of 7,8,and 9 figure brands in my career so far.
Every single brand, no matter the size of itβs audience, is quite literally fighting for itβs life at every single turn.
The waters are choppy! Attention is fleeting. No amount of fame, resources, or product market fit makes Going-to-Market EASY.
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In choppy waters, we need momentum. A gust of wind pushing us in the direction weβre heading sure is helpful.
Having the wind at your back, from the onset, makes everything much more likely to go your way. Success is MUCH more realistic.
You see, Burberryβs presence in the most populated shopping distric in London, for 12 months ahead of opening, is awesome.
They are already associating in the league they plan to play in.
They are already reminding every eligible shopper that walks by the Burberry construction site that Burberry is coming!
That Burberry belongs next to Hermes. Next to Chanel. Next to Rolex. Next to the big dogs.
12 months of FREE OOH activation.
On a street that doesnβt allow billboards. All because they decided to hang up a couple of (on-brand) signs and to keep the outside of their construction site brand-focused.
Go-to-Market perfection.
GO-TO-MEME:
SHARMA BRANDS MAKING IT RAIN $$$$$