Imagine another movie star creating a product. Your first thought is that this is a celebrity play – she’ll get on The Today Show and get tons of PR for her effort about some dopey perfume called A Breath of Wilderness. But in today’s story, there are eight honest lessons you can learn from Jessica Alba and they are worth a billion dollars. Honest.
Jessica did one thing wildly different, and with great marketing savvy in starting her company.
She focused on solving a problem.
When she became a parent, she wanted the best possible products, free of chemicals near her child. Through research and analysis of the options on the market, she started a brand from scratch that met her personal need.
And she made it easy.
And she made it visually attractive.
And she found complimentary partners.
And in a few years, she created a business with more than $150 million dollars in sales and a $1 billion dollar valuation.
Honest.
I am so impressed with her work and the business model that I have been reading articles and learning more online about her brand. In speaking to customers who use her products, this a business to learn from and Jessica is a brilliant marketer. With a clear vision, pure passion and smart business partners, she built a brand that billion dollar companies would envy.
Eight Honest Lessons
- She knew her strengths and searched for partners to balance her weakness.
- They refined and practiced their product and their pitch before taking it out to big time investors.
- She used a subscription plan that created reoccurring revenue.
- They created a plant-based diaper like none other on the planet and did a great job with the design.
- Diapers are their “tip of the spear” and their customers add to their order from a large array of product categories all fitting the non-toxic, safe for your home approach.
- Free trials are used and more than half turn into order.
- A charitable halo is a part of their mission so they donate a percentage of revenue in the form of product to orphanages and diaper banks for low-income communities.
- Built a story into every product that customers want to share.
Learning from Other Smart Marketers
Are you studying the success of other brands to see if there are ideas you can borrow to improve your business? Can you use a subscription model for services? Is there something your industry is hiding from that you could emphasize? Are you testing the waters early with critical advisers who can help call attention to your products weakness while offering constructive suggestions? Can you learn about customer service by being a customer of a great company and seeing what they do differently?
Maybe it is time to take a honest look at what you are doing.
Check out this video with Maria Shriver and Jessica Alba from their headquarters.
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