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Frederik Van Zande

Seth's Blog: Scarcity - 0 views

  • Why be scarce? Scarcity creates fashion. People want something that others can't have. Lines create demand. People want something that others want. Scarcity also creates word of mouth, because people talk about lines and shortages and hot products. And finally, scarcity drives your product to the true believers, the ones most likely to spread the word and ignite the ideavirus. Because they expended effort to acquire your product or service, they're not only more likely to talk about it, but they've self-selected as the sort of person likely to talk about it.
  • Waiting in line is a very old-school way of dealing with scarcity. And treating new customers like old customers, treating unknown customers the same as high-value customers is painful and unnecessary. Principle 1: Use the internet to form a queue. If you have a scarce product, you almost certainly know it's scarce in advance. Instead of taxing customers by wasting their time, reward the early shoppers by taking orders online. A month before sale date, for example, tell them it's coming. If you sell out before ship date, that's great, because next time people will be even quicker to order when they hear about what you've got. (And you can do this in the real world, too--postcards with numbers or even playing cards work just fine.) A hot band that regularly sells out on the road, for example, could put a VIP serial number inside every CD or t-shirt they sell. Use that to pre-order your tix. Principle 2: Give the early adopters a reward. In the case of Apple, I would have made the first 100,000 phones a different color. Then, instead of the buyer being a hero for ten seconds, he gets to be a hero for a year. Principle 3: Treat different customers differently. Apple, for example, knows how to contact every single existing customer. Why not offer VIP status to big spenders? Or to those that make a lot of calls? Let them cut the line. It's not fair? What's fair mean? I can't think of anything more fair than treating the people who treat you well, better. Principle 4: When things happen in real time, you're way more likely to screw up. One of the giant advantages of the Net is that you can fix things before the whole world notices. Try to do your rollout in small sections, so you can fix mistakes before you hurt the very people you're trying to embrace. Principle 5: Give your early adopters a forum to celebrate. A place to brag or demonstrate or show off or share insights and ideas. Amplify the heroes, which is far better than amplifying the pain of standing in line.
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    One day, you may be lucky enough to have a scarcity problem. A product or a service or even a job that's in such high demand that people are clamoring for more than you can make. We can learn a lot from the abysmal performance of Apple this weekend. They took a hot product and totally botched the launch because of a misunderstanding of the benefits and uses of scarcity.
Frederik Van Zande

Optimizing for Conversion, Ignoring Consumption | FutureNow's GrokDotCom / Marketing Op... - 0 views

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    We have worked with many demand or lead generation companies over the past 10 years. Most of the time when they come to us, they ask us to help them increase the number of people they convert into a free trial, a free download, or to create an account. Conversion Isn't an Event, it's a Process We always like to focus first on increasing the number of leads towards the top of the sales funnel. However, without the next step, consumption, the companies don't necessarily achieve their better but usually unstated goal of increased revenue. This is the same fuzzy focus that has companies intent on getting more clicks to their PPC ads just so they can show the increased traffic numbers without focusing on converting that visitor into a lead or sale. To tell you the truth it is not as hard to get visitors to take the uncommitted step, as it is getting them to actually use and consume the product. When you optimize for customer experience you really need to take the whole scenario from awareness (clicking your ad) through conversion and ultimately to consumption (and ideally to evangelism) into account.
Frederik Van Zande

Webinar Recap: The Ecommerce Platform of the Future | Get Elastic - 0 views

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    This post is a recap of today's webinar: The eCommerce Platform of the Future. The on-demand version will be available shortly. About our guest speaker As Senior Analyst for ecommerce technology at Forrester, Brian researches and reports the impact of technology advancements, operational needs, and changing consumer behaviors on online retail. His expertise spans B2B and B2C retail and online travel, with a focus on multichannel strategies, user experience design and technology. Brian holds more than 11 years of experience in eCommerce and online marketing, serving senior roles for retailers such as Amazon.com; Classmates Online, Inc.; Eddie Bauer; Expedia.com; and The Spiegel Group.
Melody Heales Sanderson

Technology Users List and Global Databases by ListAustralia - 0 views

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    On popular demand, ListAustralia has newly acquired lists from other parts of the world. They will help Australian businesses and other organizations to connect with rest their global prospects easily. The new list fleet includes Global Technology Users List, IT Decision Makers List, Microsoft Dynamics Users List, Sales Force Users List, and C-Level Executives lists from USA, UK, Canada and Europe.
Frederik Van Zande

Is Free Shipping More Attractive Than A Dollar Discount? | Get Elastic - 0 views

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    Plenty of studies suggest customers want demand free shipping: * 61% online shoppers prefer to shop with a retailer that offers free shipping than one that doesn't. - Forrester Research (2007) * 43% of shoppers abandon their shopping carts because of unexpectedly high shipping charges. - PayPal, comScore (2008) * 60% claim free shipping is a reason they are more likely to shop online. - Harris Interactive (2008) * 90% believe free shipping offers would entice them to spend more online. - The Conference Board (2008)
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