What if you only sold your product via text?
I love finding brands who flip everything upside down and squeeze value from unexpected places. Most marketing folks would want to make life as easy as possible for consumers to buy their product.
Dirty Lemon, a wellness-based beverage brand will only sell you directly and only via text.
Flavors include Charcoal, Collagen, Rose, and Ginseng. They focus on consumers who are doing cleanses and work with food scientists and a naturopath. Their beverages are meant to enhance health, wellness, and issues like skincare, detox, and sleep issues.
No stores sell the product.
You can’t buy via their website.
You can only buy via a text.
I get why you’d want to sell directly to consumers and bypass the infinite number of choices in a retail store. But why just text?
Once you set up an account, order Dirty Lemon is like ordering an Uber.
Owner/found Zak Normandin wants to build a personal and direct relationship with his customers. By selling via text, it allows consumers to create a link and connection with the company. Questions come in as the single channel of communications is the method of choice for their demographic. By putting all their focus on SMS, they build a dominant focus on relationships.
Imagine getting information through text from companies like Airlines or Amazon instantly.
Dirty Lemon has created an alternative business model and their marketing approach is fresh and original.
When Life Gives You Dirty Lemons
- Has your brand explored an underutilized way to take friction out of your customer’s journey?
- What’s the value of ongoing dialogue with customers without anyone in between like brokers, wholesalers, distributors, and retailers?
- Can you focus on something that your competitors won’t do or can’t do?
- How can you get people to notice your business? As Seth Godin likes to say if you want people to remark about you, be remarkable.
- Simplify engagement helps make your life easier. More importantly, it makes your customer’s life easier.
- Having a superb product is the price to enter the marketplace. Creating a unique business model or “go to market” strategy is how you win.
How are you separating your product or service from everyone else in your space? Maybe it is time to squeeze some value from your old approach to marketing?
Product innovation is more than the product. How can you build surprise and connection in your approach so you create stronger customer relationships? Call me to talk about your marketing needs. jeffslater@themarketingsage.com or 919 720 0995. You can schedule a time to talk by using my calendar. No obligation. Just pick an hour that works best for you.
You can even text me at 919 720 0995 to chat.
Photo courtesy of Dirty Lemon.
