We generated $1M in 12 hours for one of our clients

Here's the strategy we used to achieve it…

We used the product drop method to achieve this

What are product drops?

It's when you release a new product with either limited quantity or limited time to purchase

The scarcity drives your audience to purchase quickly, resulting in $1M days like this

About the brand…

We did this for an accessory brand

They have around 12-15 SKUs and a really great customer lifetime value

They were already doing pretty good revenue before we ever started working with them (around $30-50k a day). But this was achieved with mainly paid ads meaning that some days their margins could get pretty low

The first product drop we launched for them around 8 months ago did $140k in the first day. It got great results and had high margins since we were using their existing customer base

The brand wanted to try more so we’ve been doing them around once a month since then

Here is the actual strategy we use for them 👇

Step 1: Finding a new product to release

We like to get customer feedback for this - they will tell you exactly what it is they want (so you get the most purchases) and their loyalty to your brand will increase since you actually listen to them

Send a poll to your email list giving them options of what product they want

You can give them a choice on flavors, product types, colors, etc

Then start producing the product that your customers want

Make sure to only send the email poll to previous purchasers - these are the people that actually buy your products so their opinions matter the most

Step 2: Getting people on your email list

Once the product is almost ready, set a date for the launch on social media + your email list

Get more people to your list by posting on social media saying that people on your list will get access to the drop 30 minutes before - also say there is a limited quantity (we said there was only 2,500 of these products available - in reality I think it was 11,000)

Share a link that takes them directly to an email sign up page on your website

This particular brand was unfamiliar with this when we first introduced product drops to them. They thought that sending traffic from social media to an email signup page (while the rest of the website was still active) would lose them revenue

But if you want to have a successful drop, you need to send people to your email signup link for at least a few days

You’ll benefit from it as you can re-target this audience for years to come and it’s a great way to get a ton of new people on your list without having to give '% off' discounts that hurt your margins

Another thing the brand did was spend $500-1k a day on ads that would bring people straight to the email signup

Altogether they spent around $20k on these ads during the build up and it accounted for ~$100k of the revenue made on the drop day

Step 3: Building hype

Once you've announced the release date, it's time to build hype on social media and your emails

Include a countdown timer on your emails

Also promote scarcity, saying that there is a limited quantity or it will only be available for X amount of time

For this particular drop as I mentioned we said there’d only be 2,500 units available

Step 4: Drop day

Close your whole website on drop day so that people have to input a password to unlock it

Give the people on your Email + SMS lists a code that lets them unlock the website so they can buy your new product

30 mins later you can open the website for everyone and promote your new product on social media

On the drop day for this brand we did $1M+ in revenue with 50% profit margins

During the 2 week lead up to the drop the brand went from $30k per day to $10-15k per day as all focus was on the product drop and they were sending people to the email signup instead of the home page of the website

It was well worth it in the end though as the brand did over $500k in profit with just 2 weeks of work

Step 5: Building FOMO

After the drop, congratulate the people who got the product on an Email (sent to your whole list) and on social media

This will give the people who missed out FOMO and they'll be more likely to purchase on your next one

This was a bit of a risk for the brand as for 2 weeks during the ‘building hype’ phase they went from $30k days to $10-15k days

But if you have the right approach and a solid strategy it’s well worth it and will work out almost every time

It also works for any ecom brand that has multiple SKUs

If you want to see if we can implement it for your brand, talk with me here 👇