- New Growth Hacks Revealed Every Week!
- Posts
- 📺 Mastering Upselling and More: Your Weekly Growth Hacking Guide.
📺 Mastering Upselling and More: Your Weekly Growth Hacking Guide.
E
May 28, 2023
Evening, Growth Hackers 🌇,
Let's shake things up!
We're excited to introduce a new twist to your beloved newsletter – we're bringing the TV to you, literally.
We've organized this week's edition into 'channels' to deliver targeted insights for your marketing cravings.
Flip through the channels as you like. Here's our lineup this week:
🔎 Growth Strategy Channel
Upselling, Explained
💬 Social Media News Channel
The Meta Update
🛍️ CPG/DTC Channel
Big Names, Big Moves
🕰️ Marketing History Channel
McDonald's 'You Deserve a Break Today' (1971)
🔎 Growth Strategy Channel
Unraveling the Art of Upselling
Indeed, you desire knowledge.
So, let us embark on a brief journey through the art of upselling, a marketing maneuver vital in any marketer's arsenal.
A masterclass in upselling begins with understanding.
It's not mere chance or sheer luck; it springs from a deep grasp of human desires and what your customer needs.
As some marketing genius said: "Make every advertisement...a complete story in itself".
Upselling is that story, made sweeter.
Understand your customer: Upselling is about understanding the innate human desire for more.
More fitness. More vitality. At a gym, understand your member's motivations. Does Alex yearn for a sculpted body? Does Sarah want to run her first marathon? Know them, their desires, their reasons.
Segmentation is key: Divide your members into segments based on their needs.
Give Sarah, the budding marathoner, an exclusive offer to join a running club. Offer Alex, the aspiring bodybuilder, a premium package with personal training sessions.
The art of framing: Priceless, is the art of framing in upselling.
Humans are irrational, swayed by the way options are presented. Don't tell Alex it's $20 more per month. Show him, it's less than a dollar a day for a personal trainer!
Befriend benefits, shun features: Don't sell features. Sell benefits.
Remind Alex how a personal trainer will catapult him to his dream body faster. Show Sarah how the running club will help her conquer that marathon. Make the benefits your "why".
Create an urgency: Limited time offers create urgency.
Make your upsell offers time-bound. Tell Sarah, the offer for the running club ends soon. Let Alex know, his chance to grab the personal training package is fleeting.
Finally, always remember, upselling isn't about manipulation, it's about value addition. You're helping Alex and Sarah achieve their fitness dreams, faster and better. Upselling, when done right, is a service, not a sales trick. And that is the essence of growth marketing. Always serve more than you sell.
💬 Social Media News Channel
The Big Shake-up in Meta's Universe
Instagram Unleashes Ads in Search Results
- Ads in Search Results: Instagram now allows for ads in search results via the Instagram Marketing API. This means users will start to see ads related to their searches, providing a new avenue for advertisers to reach potential customers.
- Reminder Ads: Instagram launched 'Reminder Ads' designed to keep users engaged and excited about upcoming events. Advertisers can now announce, remind, and notify people of future events or launches with these ads, and users can opt into reminders to stay in the loop.
Meta's New Developments
- Promotional Ads: Meta is testing a new ad format called 'Promotional Ads.' These ads let consumers claim offers directly from an in-feed ad. The deal gets automatically applied at purchase, and if a purchase isn't made, a reminder notification is sent before the deal ends. The new format is designed to make brand deals more accessible and could help drive conversions.
- New Lead Generation Tools: Meta's new tools revolve around form submissions, providing a smoother data collection process and personalized user experiences. The features include:
Instant Form Overlay: Advertisers can overlay Meta's Instant Form on a business webpage within the in-app browser, allowing for easy submission of contact information.
Customizable Q&A Forms: Q&A forms now update automatically based on information provided by the user, offering a more tailored experience.
Contact Us Form on Facebook: Advertisers on Facebook can now attach a contact form to the "Contact Us" button on their brand profile. This enables consumers to engage in a conversation with the brand via Messenger.
The landscape of social media marketing never stands still, and neither should we. Keep innovating, keep engaging, and most importantly, keep growing.
🛍️ CPG/DTC Channel
Unraveling the Art of Upselling
Serena Williams, renowned tennis legend, is flexing her entrepreneurial muscles with the DTC brand, “Will Perform”.
The pain relief and performance care line made its grand debut on Walmart.com, and come June, it'll strut its stuff in over 3,000 Walmart stores.
That's double the brand's brick-and-mortar presence.
This partnership isn't just a one-off event. It mirrors a broader trend of DTC brands expanding their reach through brick-and-mortar retailers.
It's about accessibility and meeting customers where they are. Walmart, with its massive distribution network and marketing power, serves as an ideal platform for DTC brands to scale.
EXTRA
Shein, the gargantuan online fashion player, just threw a curveball into the fashion scene.
The company pulled together a whopping $2 billion in its most recent funding round. But wait, there's a twist.
Despite this monumental fundraising, Shein's valuation dropped. Plunged, even. Now sitting at a cool $66 billion, the company's worth slid by a third since last year.
🕰️ Marketing History Channel
McDonald's 'You Deserve a Break Today' (1971)
Step into the past, to the era of bell-bottoms and disco: 1971.
McDonald's collaborates with the creatives at Needham, Harper & Steers to introduce a phrase that would echo through the decades: "You Deserve a Break Today."
The slogan, simple in construct but potent in effect, wove its way into the minds of consumers.
Picture this: You, overwhelmed by the demands of the day, seek a sanctuary from the storm of the everyday. McDonald's hands you that oasis on a golden, branded platter.
Let's put the microscope to the genius of this campaign. McDonald's doesn't just sell burgers. No, it sells an experience, a momentary respite wrapped in the scent of frying fries and grilling patties.
You find solace in the Big Mac, relief in a McFlurry. It's an appealing illusion, one that beckons you to the golden arches when life's pressures mount.
The television, a newly dominant force in the household, became the stage on which McDonald's sang its siren song. Commercial spots showcased McDonald's kitchens, churning, chaotic (You can watch different ads from the campaign here, here, or here).
From this frenzy emerged an orchestrated symphony of fast food that led to the reassuring tagline: "At McDonald's, we do it all for you." A scene of chaos offered solace, whispered promises of a well-deserved break.
Over time, the tune of the jingle changed, but the dance remained the same. "We do it all for you." "Nobody can do it like McDonald's can." Different words, same music. The harmony was too potent to forget.
This campaign didn't just supersize McDonald's status in the fast-food industry. It set the rhythm that other brands marched to. It transformed fast food into the quick-fix solution to the stress of modern living, a revolution in marketing thought.
"You Deserve a Break Today." Five words. An echo across decades. A stroke of brilliance that rings as true now as it did on the day it was conceived. Listen closely, fellow marketers, for the tune carries lessons in its melody.
It whispers of consumer desires, of comfort amidst chaos, and the power of a well-crafted message. Hear it, learn it, let it guide you as you craft your own marketing symphonies.
🛑 Before we go
This Week’s Twitter Threads Worth the Read 🐦
And there you have it – another edition of Growth Hacker TV!
We hope our insights and ideas have sparked your curiosity and left you eager for more.
Don't forget to stay tuned for our next edition, packed with more marketing gold.
Until then, keep growing, keep innovating!
- E & Growth Hacker TV team