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- Product Drop Guide - TRIKKO
Product Drop Guide - TRIKKO
Product drops are becoming one of the most powerful strategies in e-commerce, particularly for brands aiming to cultivate exclusivity and drive massive sales in a short time
By strategically releasing products at specific times and leveraging the power of email marketing, social media, and influencer partnerships you can generate a ton of hype and revenue
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1. The Power of Product Drops
Product drops create a sense of urgency and scarcity. When done correctly, they can:
Generate Buzz: The anticipation around a drop can create excitement and buzz across your target audience.
Drive Sales: Limited-time offers encourage immediate purchases, reducing cart abandonment and boosting conversion rates.
Build Brand Loyalty: Regular drops can turn customers into repeat buyers, who look forward to each new release.
2. Types of Ecom stores this works for
a. Evergreen Stores
Characteristics: These stores operate year-round, selling a wide variety of products. They are typically open all the time, and product drops are integrated into their regular operations.
How to Implement Drops: For evergreen stores, new products should be labeled as “sold out” initially. Drive traffic to these product pages and encourage visitors to sign up for email notifications with a "back in stock" opt-in form.
Example: Trikko often uses this method for their seasonal collections. For instance, before releasing their limited-edition streetwear, they list the items as "sold out" and collect emails from customers eager to be the first to know when the product is available.
b. Drop-Only Stores
Characteristics: These stores operate exclusively during product drops. Their websites are often closed or show minimal content when no drop is scheduled.
How to Implement Drops: Keep the website closed with a simple email sign-up form. Include a countdown timer to build anticipation.
Example: Trikko has also experimented with this approach for special collaborations, where the site is closed until the exact moment the drop goes live, creating a rush of traffic when it opens.
3. Building Hype
Hype is the lifeblood of a product drop. Without it, even the most unique products can fail to attract attention. Here’s how to build it effectively:
Teasers and Sneak Peeks: Start releasing teaser content weeks before the drop. Trikko often shares behind-the-scenes photos and videos of their design process, giving followers a glimpse of what’s to come.
Countdowns: Use countdown timers in Instagram stories, Twitter posts, and even on your website. This keeps the upcoming drop top-of-mind for your audience.
Influencer Collaborations: Partner with influencers who align with your brand. Trikko has collaborated with streetwear influencers who wear and promote their products leading up to the drop, amplifying their reach.
b. Email Marketing Hype
VIP Early Access: Offer your most engaged email subscribers early access to the drop. Trikko often sends out exclusive early-bird links to their VIP list, creating a sense of exclusivity and driving early sales.
Engagement Campaigns: Leading up to the drop, send out emails that engage your audience with content related to the upcoming release—stories about the design, interviews with the creators, or the inspiration behind the collection.
Example: Before launching their summer collection, Trikko sent out a series of emails showcasing the collection's themes and inspirations, gradually building anticipation.
4. Collecting Emails
Email marketing is a cornerstone of the product drop strategy. Here’s how to maximize your email list:
a. Simple, Effective Opt-In Forms
Design: Keep your opt-in forms simple. A clear, compelling message with a strong call-to-action works best.
Placement: Place opt-in forms on key pages of your website, such as the homepage, blog, and product pages.
Example: Trikko’s opt-in form is a masterclass in simplicity. They offer a “Join our VIP list for exclusive early access” message, which has helped them grow their email list significantly before drops.
Testimonials: Display testimonials or stats to encourage sign-ups. Trikko highlights the number of satisfied customers who have joined their VIP list, which adds credibility.
Incentives: Offer an incentive for signing up, such as a discount on the first purchase or exclusive content.
Example: Trikko ran a campaign where they offered a 10% discount for new sign-ups, coupled with a promise of early access to their next collection. This resulted in a significant spike in their email list.
5. Segmenting Your Email List
Segmenting your email list allows you to tailor your messaging and maximize the effectiveness of your campaigns.
a. Key Segments
Internal Traffic: This includes past buyers and existing email subscribers. These are your warm leads, who are already familiar with your brand.
Cold Traffic: New visitors who have signed up recently or are engaging with your ads for the first time.
b. Creating VIP and Non-VIP Segments
VIP Segment: Includes people who have engaged with your emails recently (within the last 30 days) and those who signed up specifically for the drop.
Non-VIP Segment: These are subscribers who haven’t been as engaged. You might target them differently, perhaps by offering additional incentives.
Example: Trikko often segments their list to give VIP members first access to new drops, while non-VIPs get a teaser email to encourage them to engage and earn VIP status for future drops.
6. Setting Key Dates
Timing is everything in a product drop. Here’s how to structure your timeline for maximum impact:
a. Announcing Key Dates
Public Announcement: Publicly share two key dates:
Early Access Release: This is exclusive to your VIP list.
Public Launch: This is when the general public can access the product.
Example: Trikko is known for their well-planned announcements. For example, they recently announced an exclusive early access for their new collection on Instagram, driving significant traffic to their email sign-up form.
Social Media Schedule: Sync your social media posts with your email campaigns. Ensure that your followers are reminded of the key dates through multiple channels.
Countdown Posts: As the date approaches, increase the frequency of your posts to maintain momentum.
Example: Trikko uses Instagram’s countdown stickers in stories to remind followers of the drop, syncing these with email reminders for maximum reach.
7. Preparing for Early Access
Early access is your chance to reward your most loyal customers and generate sales before the public launch.
a. Email and SMS Campaigns
Email Cadence: Begin sending out emails 5 days before the early access starts. Each email should focus on building hype, emphasizing scarcity, and reminding customers of the upcoming drop.
5 days before: Introduce the drop, highlight the benefits of being a VIP, and include a call-to-action to join the VIP list.
72 hours before: Share more details about the product, such as design features, materials, or limited quantities.
48 hours before: Emphasize the limited time aspect and remind them that VIPs get first dibs.
24 hours before: Send a final reminder with a countdown.
1 hour before: Send an email with a direct link to the product page.
At the drop: Announce that the drop is live.
SMS Reminders: Send SMS alerts 3 hours before and at the moment of the drop to ensure maximum visibility.
Example: Trikko’s SMS reminders have been highly effective, particularly for drops with very limited stock. Customers who received both email and SMS reminders were more likely to make a purchase within the first hour.
b. Website Preparation
Landing Pages: Ensure your website’s landing pages are optimized for the drop. Highlight the scarcity and exclusivity of the product.
Site Performance: Ensure your website can handle the influx of traffic. Trikko has experienced server issues in the past due to overwhelming demand, and they’ve since upgraded their infrastructure to avoid downtime during drops.
8. Post Early Access
Once early access is over, it’s important to maintain momentum and keep your audience engaged.
a. Closing Early Access
Close Access Quickly: Limit early access to a few hours to maintain exclusivity.
Thank You Email: Send out a thank you email to everyone who participated, celebrating their early access and creating a sense of community.
Social Media Shoutouts: Publicly acknowledge those who participated on social media, which can create FOMO among those who missed out.
Example: After a successful drop, Trikko often posts on Instagram, thanking their VIP members and hinting at what’s next. This not only builds anticipation but also encourages more people to join the VIP list for future drops.
9. Launch Day
a. Rebuild Hype
Social Media Posts: Reignite the hype with fresh social media content that targets your broader audience. Highlight the success of the early access phase, using phrases like “Back by popular demand” or “Don’t miss out this time!” to create urgency.
Influencer Amplification: If you collaborated with influencers for early access, have them post about the public launch. Their content should emphasize the limited availability of the product, urging their followers to act fast.
Email Campaigns: Send out a final round of emails to your entire list, focusing on the public launch. These emails should emphasize that the product is now available to everyone, but with limited stock remaining.
b. Public Launch Strategies
Email Timing: For the public launch, your email timing should be slightly less aggressive than for the early access but still effective. Here’s a suggested schedule:
24 hours before the public launch: Send a teaser email with a countdown.
Launch Day Morning: Send an email announcing that the product is live.
Mid-Day Reminder: Send a follow-up email reminding those who haven’t purchased that the product is still available, but quantities are limited.
Last Chance Email: Send a final reminder towards the end of the day, emphasizing that this is their last chance to purchase before it sells out.
Social Proof: Include customer reviews or testimonials from those who participated in the early access. This adds credibility and urgency, as it shows that others are already enjoying the product.
Example: Trikko has mastered the art of using social proof. After their early access drop, they often feature customer testimonials and photos on their Instagram stories, which are then used in email campaigns to convince potential buyers that the product is worth the investment.
c. Running Ads
Retargeting Campaigns: Use retargeting ads to reach people who visited your site during the early access but didn’t make a purchase. These ads should highlight the public launch and remind them that this is their last chance to buy.
Lookalike Audiences: Create lookalike audiences based on your VIP customers and run targeted ads to attract new customers who are likely to be interested in your brand.
Example: Trikko uses Facebook and Instagram ads extensively during their public launches. They often feature video content showing the product in action, which has proven to be highly effective in driving conversions.
10. Post-Launch: Keeping the Momentum
After the public launch, it’s important to continue engaging with your audience to maintain the momentum and build anticipation for future drops.
a. Thank You Campaign
Follow-Up Emails: Send a thank you email to everyone who made a purchase. Express gratitude and offer a sneak peek at what’s coming next to keep them engaged.
Customer Surveys: Include a short survey in your thank you email to gather feedback on the product and the shopping experience. This not only shows that you value customer input but also provides valuable insights for future drops.
Example: Trikko often includes a thank you note from the founder, MOAD, in their follow-up emails. This personal touch helps build a stronger connection with their customers.
User-Generated Content (UGC): Encourage customers to share their purchases on social media. Feature this UGC on your own channels to create a sense of community and inspire others to join in.
Teasers for Future Drops: Keep your audience engaged by dropping hints or teasers about your next product drop. This could be a behind-the-scenes look at the design process, a poll asking for feedback on upcoming styles, or simply a countdown to the next drop.
Example: Trikko uses UGC extensively. They often repost photos of customers wearing their products on Instagram, which not only strengthens customer loyalty but also serves as organic promotion.
c. Continuous List Building
Ongoing Email Collection: Even after the drop, continue to collect emails. Offer incentives for signing up, such as exclusive content or discounts on future drops.
Example: Trikko never stops building their email list. Between drops, they offer free style guides, exclusive interviews, or early access to their blog content as incentives for signing up.
11. Long-Term Strategy: Scaling with Product Drops
As your brand grows, scaling your product drop strategy can lead to even greater success. Here’s how to do it:
a. Increasing Drop Frequency
More Frequent Drops: As your audience grows, consider increasing the frequency of your drops. Start with quarterly drops, then move to monthly or even bi-weekly, depending on demand.
Diversified Offerings: Experiment with different types of drops—limited-edition collaborations, seasonal collections, or even surprise drops with no prior announcement.
Example: Trikko started with seasonal drops but has since moved to a more frequent schedule, sometimes releasing new items every month. This keeps their audience constantly engaged and looking forward to the next release.
b. Expanding Your Reach
New Markets: Once your drop strategy is well-established in your home market, consider expanding to new regions. This could involve setting up localized websites, collaborating with influencers from those regions, or running geo-targeted ad campaigns.
Example: Trikko has expanded their drops to international markets, particularly in Europe and Asia, where streetwear culture is thriving. They’ve done this by partnering with local influencers and running ads tailored to those audiences.
c. Data-Driven Decisions
Analyzing Performance: Use analytics to track the success of each drop. Look at metrics such as email open rates, click-through rates, conversion rates, and overall sales.
Iterating on Feedback: Use customer feedback to refine your drop strategy. If certain products or promotional tactics perform better than others, adjust your future drops accordingly.
Example: Trikko continually analyzes the performance of their drops, using insights to optimize everything from product design to email subject lines. This data-driven approach has helped them achieve consistent growth.
12. Conclusion: Making Product Drops Work for Your Brand
Product drops are more than just a sales tactic—they’re a powerful way to build a community, create excitement, and drive significant revenue.
By carefully planning each step, from building hype to executing the drop and maintaining post-launch engagement, you can replicate the success of brands like Trikko and take your e-commerce business to the next level.
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