Why Did Instant Pot do Such a Successful Marketing — a Successful Case for Amazon Seller
You may already be familiar with the Instant Pot electric pressure cooker, after all, is a Canadian electric pressure cooker that has been listed throughout the year in Amazon's most popular product list. But maybe you do not know that, since its launch, Instant Pot has managed to reach over 10 million kitchens in North America only through word of mouth of social media. Bob Wang, inventor and CEO of Instant Pot shares his marketing strategy and you may be able to replicate their success:
1. the emergence of the phenomenon of viral transmission
The success of Instant Pot electric pressure cooker, in addition to itself is a good product, it also due to viral marketing strategy. This successful marketing strategy is divided into three key steps:
(1) Create a great product. Instant Pot electric pressure cooker is considered a groundbreaking cooking device, either on Amazon or on other platforms. After all, if people do not like your product, any other strategy is useless.
(2) Low-cost Marketing Strategy. In 2010, Bob Wang gave the Instant Pots electric pressure cooker to 200 food bloggers and online Reds for free. Instant Pots electric pressure cookers are popular. Some writers express their love of the product on their blogs. Some even wrote cookbooks for Instant Pots which made the Instant Pots a good reputation right from the start.
(3) Maintaining High Participation. Instant Pots electric pressure cookers continue to receive attention due to the fact that Bob Wang's company established a strong Facebook group in May 2015 to maintain user interaction. Currently, there are 1.1 million followers of Instant Pots' Facebook group, and most of them share in their Facebook every day how to cook with Instant Pot.
2. "a very important choice" . before creating a Facebook group for Instant Pot, after a careful consideration,Bob Wang's company give up the e-mail marketing. Bob Wang said it was a perfect time for Mark Zuckerberg to get started promoting the Facebook group feature, which was not paid enough attention before, "The Facebook group gave us a lot of choices, God knows what the consequences will be if we choose e-mail marketing. "Now look at the Facebook group and you'll see lots of posts (new posts every few minutes) and lots of users' participation. Bob Wang believes that "it is best to let customers communicate with each other, rather than the brand has always been to inculcate something to customers."
3. Share. There are over 190 Instant Pot groups on Facebook, which are not created by Instant Pot. These groups have their own user characteristics, for example, there are Instant Pot fans with autoimmune problems in one group, some are all parental, and others are all Indian food lovers. Although some companies are trying to set up a group to combat the Instant Pot, Wang does not seem to care. He thinks the more people they focus on, the broader the market and the number of Instant Pot groups has reached 3.4 million. "We know a group can not meet everyone's needs," Wang said. In addition, there are more than 1,500 books on cooking with Instant Pot, some of which are bestseller on Amazon (eg "The Essential Instant Pot Cookbook" by Coco Morante, ranked No. 22 on Amazon's bestseller list) .Coco Morante With 300,000 fans on Facebook), which is tantamount to giving Instant Pot free and ongoing marketing on the Amazon platform.
4. A well-known Secrets. Recently, a report in The New York Times said that Wang's company is "a new breed of 21st-century startup" because it has only 50 Employees, without any venture capital and "almost nothing on advertising" (with almost no advertising), have built a huge business. Many entrepreneurs want to get the same attention as the Instant Pot, one in ten is enough, but it seems that Wang is not surprised to see so much attention on the Instant Pot. He believes there is no secret about Instant Pot's "hot" , He said, "As long as the product is done, treat customers in good faith and allow customers to communicate with each other".