3 Ways Your Brand Can Have its Own Amazon ‘Prime Day’
Just when you think e-commerce giant Amazon.com couldn't get any bigger, it does. Celebrating 20 years of being in business, Amazon is throwing an inaugural "Prime Day" celebration on July 15, promising "more deals than Black Friday." A bold claim, truly, even for Amazon.
Not everyone is as big as Amazon, obviously! So what can you do to make sure your fans are loyal to you, and not the big guys? Let's draw three takeaways from what Amazon is doing:
- Celebrate those who choose you. Prime Day is all about giving back to those who are making Amazon's subscription model successful. Even if you're not running a subscribed service, you can still pamper your customers. Maybe experiment with a loyalty program or special offers to returning customers.
- Make it a lifestyle, not an event. All over the Prime Day site, Amazon showcases and emphasizes what Prime means to its customers — e.g., having them become a part of the brand. Only very rarely should you be selling just a product; rather, focus on the customer combined with the product — i.e., the lifestyle.
- Emphasize exclusivity … but not too much. Amazon is doing a good job of noting how Prime Day is "one day only," but that it's also not too late to get in on the action by signing up for the service today. Don't overdo it with the exclusivity. Clubs are no fun without members, right?