How do you shake up an industry that is over 100 years old?
Probably with a POP.
John Wise and Wombi Rose became best friends at Webb Institute, a private engineering institute in Glen Cove, NY. Participants in their program at Webb earn a degree in naval architecture or marine engineering.
From a trip to Vietnam, they discovered incredible hand-crafted paper cards that opened their eyes to an opportunity. When they shared them back in the states, they saw the amazement as these paper sculptures captivated friend and strangers.
They launched a brand called Lovepop out of the Harvard Innovation Lab in late 2014. They were named to the 2015 TechStars class, nominated for 50 on Fire by BostInno, and gained the confidence of professional investors.
Pushing the Envelope
Lovepop truly pushes the envelope in the greeting card industry. They see their products as the gift, not the card. When someone receives a greeting card, the experience of witness the paper popup evokes an emotional response different from some sappy poem.
I received a thank you note from someone I recently met. I expected a nice handwritten thank you. What popped up was a little cup of coffee and a very different experience.
Lovepop recently raised 6 million dollars of financing and is on a tear. With over 200 employees, they are selling more than 1 million cards a month having grown by more than 400 percent in the last year. They understand a crucial insight:
“Millennials aren’t going to drugstores to buy cards. They are online, and they are looking for something unique.
Message in an envelope
By reimaging an experience, they are bringing new life to old business. They recognized that if they could create special moments, that consumers would buy them to stand out from the crowd. Lovepop illustrates the power of a blue ocean strategy.
They don’t compete with Hallmark or other card companies whose products sell for under $5. They are engaged in the same category with an emphasis on an extraordinary experience.
How will you bring some love to your category, so that things will pop?
Are you looking to reimagine a business, a brand or an experience? Maybe a marketer’s perspective can help your brand POP. Connect with me at jeffslater@themarketingsage.com or call me at 919 720 0995 or schedule time on my calendar.
Photo courtesy of Lovepop. All rights reserved.
