Why is it easier to shift from content creator to consumer product good company than vice versa? Voted as one of the most innovated companies in 2019, Hodinkee is a successful company that leveraged this strategy. Columbia University Graduate School of Journalism alum and Founder and CEO, Ben Clymer started Hodinkee as a forum for watch aficionados. During this time, Ben and his team of writers made Hodinkee the go to site for everything watches through their educational and entertaining digital content. In 2012, the Hodinkee shop was launched and is now considered one of the most trusted sites for accessory and timepiece consumers.
Haven’s Kitchen is a premier sauce company utilizing the same strategy to help promote, build awareness, and a relationship with their consumers. Their mission is to make every home cook a champion. They have been successful at this mission through all of their digital platforms .Haven’s Kitchen has amassed over 200k followers on Pinterest because of their recipes and educational posts. Will this be a go to strategy for budding entrepreneurs? The main motivator of intentionally building rapport and a loyal following is that it lowers customer acquisition costs. Because Hodinkee and Haven’s Kitchen have such a strong following, they are able to leverage their platforms when promoting new products instead of depending on the costly Google Search Ads or other means of expensive marketing. We are seeing more examples of this through influencers and celebrities who are launching their own consumer product goods. This is becoming a norm and an expectation for new generations. It will be interesting to see if and how incumbent and older companies like McCormick, who own 80% of the spice category compete with rising digital content creator, Just Spices.
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