Happy Saturday!
I had an idea while grocery shopping the other day: instead of lightly touching on 6 marketing strategies in one newsletter, why not do a deep dive into just one? Not only does it provide more value, but it also keeps the newsletter short and sweet.
So, this week, I’m giving it a try—more value-packed, but concise. Let me know what you think!
Alright, let’s dive in…
So, last week, Shannon Olsen, author of Our Class Is A Family, teamed up with 14 educator influencers for a joint promotion targeted at teachers.
What set their campaign apart was their genius way of keeping the audience hooked and excited.
They mixed progressive deals, surprises, and a big giveaway finale, which made the whole thing feel like an event.
The Strategy
Here’s how they nailed it…
The promotion started with affordable daily deals—prices started low and increased slowly throughout the week.
For example, $1 on Monday, $2 on Tuesday, and $3 on Wednesday.
This clever pricing strategy forced people to act quickly before prices went up.
Then, just when you thought it was over, they dropped a mid-week surprise: a bundled discount.
They offered a collection of resources worth $110 for a jaw-dropping $27.50—that’s a massive 75% off.
The bundle had an even higher perceived value, making it a great twist for those who stuck around and waited for something extra.
And to wrap it all up, they hosted a giveaway on the final day, giving participants the chance to choose between a $450 cash prize or a selection of item prizes.
The flexibility of the giveaway prizes only added to the appeal.
What really made this campaign buzzworthy was the influencers. Every day, they posted about the promotion on their social media, drawing even more people into the excitement.
No wonder they racked up over 3,813 sign-ups for the giveaway!
Why It Works
This strategy works because it keeps customers engaged throughout the entire promotional period, using a few key psychological principles:
Increases engagement: The daily deals give customers a reason to return each day, and as prices rise, the fear of missing out (FOMO) kicks in.
Creates urgency: Gradual price increases push customers to act quickly before they lose out on a lower price.
Reignites interest: The mid-week surprise adds an unexpected twist, bringing back customers who might have dropped off earlier.
Boosts sign-ups: The final giveaway acts as a powerful incentive, encouraging further interaction and sign-ups, ensuring a big finish.
How to Apply It
1. Map Out Your Progressive Pricing Schedule
The first step is setting up a clear plan for your pricing throughout the promotional period. Start with a strong offer—maybe 50% off on day one—then gradually reduce the discount each day, giving your audience a reason to act fast.
Or try “Value Add Days,” offering more perks (like free shipping or bonus items) early on and scaling back later.
2. Partner with Influencers
Get influencers involved with daily promotions. Example: “Tuesday Takeover,” where each influencer shares their unique discount code.
Or run an “Influencer Contest,” offering followers extra entries into the main giveaway.
3. Mid-Week Surprise
Halfway through the week, when interest might start to fade, drop a surprise. The surprise offer shakes things up and reignites excitement. You could do “Mystery Box Wednesday,” where customers unlock a hidden bonus offer.
Or you can offer a “Loyalty Reward” for those who’ve purchased earlier in the week—think discounts or freebies.
4. Final Giveaway
End the week with a bang by throwing in a giveaway on the last day. Giveaways are perfect for creating one final burst of excitement.
You could do a “Last-Chance Grand Prize” for purchases made during the week.
Alternatively, offer a “Refer a Friend” bonus—customers who refer someone on the final day get extra entries into the big giveaway.
Bonus Tip: Offer freebies to capture the email addresses of people who aren’t ready to buy yet. They might convert later.
Shannon and her influencer crew did this, offering free resources in exchange for sign-ups.
It’s like saying, “Hey, no pressure, but here’s some value anyway.”
And boom, now you’ve got a solid email list of future buyers. Smart move, right?
And that’s a wrap for this week!
You can check out the website where they hosted the promo here.
What do you think of this new newsletter format? Do you like the deeper focus? I’d love to hear your thoughts—feel free to reply and let me know!
See you again next week!
If you’re new here, welcome! This is part of my weekly newsletter where I share how top authors market their children’s books—giving you marketing ideas without the 40+ hours of research. Subscribe here!
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Alex Safari
Co-founder, Zuri Book Pros
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