⏰ 2-min Product Marketing Insights from Oatly, Mastercard, Drip, SaaStr
July 2022, Part 1 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] For B2C: Oscillate copy between big themes/beliefs and playful humor to build a brand following.
Oatly loves to write elaborate copy no matter the medium – billboards, cartons, Instagram posts, etc. A consistent theme in everything they do is letting humor guide topics like carbon footprint, benefits over traditional milk, and company beliefs.
[2] For SaaS: Reduce friction such that it’s easier for the customer to buy your product than to use it.
When your product is hard to buy, it correctly or incorrectly informs your customer that your product will be hard to deploy and use. SaaStr proposes a few improvements to your customer’s buying process - for ex: make it easier to instantly connect with sales/support, expand the duration of free trials, show prices for solutions <$50K, remove sales development reps for high-intent buyers.
[3] Rely on the G.A.M.E. framework to compose narratives for leading market transformations.
Mastercard had a vision for a ‘world beyond cash’ for over a decade. The G.A.M.E. framework helped them kickstart this effort by focusing on (1) G: the goal – ex: digital transformation, (2) A: initial audience – ex: government organizations, (3) M: message – ex: a world beyond cash, (4) E: the right experience – ex: focus on digital-only campaigns for transitioning to digital payments.
[4] Use exit-intent popups creatively to prevent first-time buyers from abandoning their carts.
Exit-intent technology detects when a visitor is about to leave your website. Drip suggests using exit-intent popups - like a popup to offer an incentive or benefits reminder or alternative products - for first-time buyers who are about to abandon their purchase.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Craft a simple polarizing message that clicks with any customer using this messaging formula: 'Customers like you tell us all the time that they love [BLANK] but hate [BLANK].' The first blank should describe the future outcome your customer wants, and the second one should define the enemy.
[2] Get customers to open up on their opinions instead of listing facts using the "do you think" tweak for your question. For ex: Why do you think you are still using the old process?
[3] "Don't tell your customers something they don't know about you. Tell them something they don't know about them." - Jeffrey Gitomer.
🧠 5 CURATED BUSINESS THINK PIECES
[1] There’s a clever strategy behind the flash of fireworks packaging
[2] Minions and Gen Z Characteristics
[3] How TikTok became a best-seller machine
[4] How football shirts chart the rise and fall of tech giants
[5] E-commerce hasn’t killed physical retail. It’s made it more important than ever.