5 Big Brands Promotion Strategies To Drive Ecommerce Growth

In this episode, we delve into the brands promotion strategies of a very large, very successful direct-to-consumer (DTC) brand, True Protein.

If you found your latest brands promotion not quite as successful as you hoped…

Or you’re starting to plan for the next 6 months…

Then I think you’re going to pick up some great ideas to implement in your next campaign.

I’m going to be sharing my screen and reviewing their overall business strategy, what they implemented on their website, their emails and their advertising and talk you through why these work and how you can make them happen in your next promo.

There is nothing that a big brand like this is doing that you can’t adopt in your business, no matter your size or stage of business!

Listen now to discover 5 Big Brands Promotion Strategies to Drive Ecommerce Growth… And get them happening in your business today.

Listen now or watch below.

Episode takeouts:

True Protein almost never offer discounts.

They’ve built up an incredibly loyal customer base because their products are amazing, they have a large product range that is relevant to their target audience of fitness-fanatics, plus they’re really fast at fulfilling orders (meeting our desire for ‘instant gratification’).

So customers are accustomed to paying full price for this brand. And it is still great value at full price, as it’s cheaper than what you’d pay for a comparable product in a supermarket.

Instead of running discount promotions on a regular basis, they typically run regular monthly value-add type promotions. They use strategies like gifts with purchase, volume discounts and free merchandise when you reach certain order value thresholds.

But because they rarely run discount promotions, they get an amazing response when they do run one.

So the top tip here is: use clearance sales sparingly and you’ll enjoy much greater returns.

True Protein started hyping their brand promo in advance.

Particularly to their existing warm audiences.

They actually sent an email to their list the week before the sale with a heads-up about the coming promo and an invitation to sign up for email notification when the sale would go live.

They also used Facebook ads to get in front of their audience to get them on the list.

Why would a business show ads to their existing subscribers?

It’s a useful strategy to employ, perhaps once a year. The act of getting a subscriber to re-opt-in to a list says to the email service provider that the contact REALLY wants to receive emails from that brand.

This, then, helps to improve email deliverability rates, meaning more of your emails will land in the recipients’ inboxes, which in turn increases the email open rates, click through rates and conversion rates.

Additionally, whilst letting your audience know in advance that the sale is coming is likely to temporarily slow down your sales, it IS also going to mean your customers will be ready to buy when the announcement is made that the sale is live.

They updated their website home page to feature the brand promo.

They added a new homepage banner image promoting the sale, and also a sale collection in the menu, making it super easy to navigate and find all the items on sale.

Additional strategies they used on their website included a countdown timer in the announcement bar that sits permanently at the top of the website, a countdown timer on the sale collection page, and another one on the product add-to-cart page.

They also used a popup at the cart stage with a tracker that shows you how close you are to the spend threshold to receive the next freebie.

They used multiple tiered offers to incentivise higher order values.

The products themselves might only have 10-20% discount on them, but then if you purchase over a certain threshold you can get free shipping, another threshold gets you a free mystery product, and another threshold gets you a free box of snack bars, which is worth quite a bit.

And they show this really cool tracker whilst you’re on the website which is a really effective tool to get the customer motivated to find something else they might need just to qualify for the freebies.

I can tell you now that this tactic worked a treat on me!!

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