Marissa Groots将风格与功能相结合，创建了STIL，这是一个有目的性和设计重点的规划师集合。在这期Shopify大师节目中，我们和Marissa聊了聊如何扩大侧推与大型零售商合作，以及如何保持营销策略的创造性。ob欧宝娱乐app下载地址
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从个人需求中发现市场缺口ob欧宝娱乐app下载地址
费利克斯:创业的初衷是因为你想找个规划师?OB欧宝娱乐APP
玛丽莎:很长一段时间以来，我都是一个喜欢做计划的女孩。我在小学的时候就用过计划表，然后一直到高中。我记得即使在那时候，我也会根据我的需要和我的风格来修改我的计划，让它们看起来像某种方式，让我感觉使用它们很好。那时，我有一份全职工作。我也有兼职工作。其实我在做Stella & Dot。我是他们的造型师，所以我在做珠宝派对因为我想找一份兼职。然后，我每周有三个晚上去学校学习设计。我有三个不同的日程安排要安排。有很多事情要做，我知道我需要一个好的计划来帮我度过那一年。 I went to Indigo Chapters here in Canada and got myself a planner. I felt really good about it. I was excited to use it. But then when I actually got into using it, I realized very quickly that it wasn't very functional. The aesthetic itself also wasn't something that I fully identified with. But I thought if it was going to serve the purpose, then I was okay with having something that didn't look as pretty on my desk. After realizing that the planner I had purchased - that I spent $40 on - really wasn't very functional, I decided to do a little bit of research into what planners existed out on the market that was maybe a bit of a higher price point, but that had some of the things that I really need in a planner. Which was being able to separate all of my tasks and to-do lists from my actual scheduling and time-based activities every day. What I ended up coming across - this was 2014 - I noticed that a ton of planners were targeted towards moms or new moms who were doing activity planning, meal planning, a lot of scheduling for their kids, grocery lists. All things that I necessarily didn't need at the time because I was 24. So I didn't necessarily want those things, a lot of the cover designs were floral or they had different colored stripes or it was a lot of polka dot type of things. I just wanted something that was clean looking, beautifully designed, and the inside pages were just a nice layout, really good typography. I just couldn't find anything that was like that. So I set out on this mission to just design my own planner for myself. Not necessarily with the intention of starting a business. Just with a necessity for something that I needed in my life.
费利克斯:那么，你究竟是如何设计你的具体计划的呢?你是如何开始寻找自己的计OB欧宝娱乐APP划的?
玛丽莎:最初，我和我的很多朋友和同事谈论了他们安排日程的不同方式，因为每个人都有这样或那样的方式。有些人使用他们的谷歌日历。其他人有不同类型的组织应用程序，比如Asana之类的。我只是做了一些调查，了解不同类型的人都在使用什么，是什么让他们喜欢使用这些应用程序和其他书籍。我最终意识到的是，在脑海中组织的许多最好的方法，就是能够在页面上完成你需要完成的所有事情。有一个专门的区域来列出你每天要做的事情。你需要完成的事情，你想要亲自检查一下，因为没有什么比能够划掉一项任务或检查它的感觉更好的了。但是有一个单独的部分是完全基于时间的。能够把你的午餐会议，你的Skype电话，你的Zoom电话，你的活动，你的瑜伽，你的锻炼。即使是像晚餐计划或晚餐饮食计划这样简单的事情，尤其是如果你整天都在工作，你可以把这些都写在计划表上，完全分开。 What it allows you to do is look at your schedule for the week and decide, "Here's how many things I can realistically get done in a day." Then you end up writing that into your task lists, and not feeling like you're constantly underperforming because you're actually getting the right amount of things done, and you feel good about it.
费利克斯:在经营这个新公司的时候，你是如何管理你的时间的，而且白天还得去上班?OB欧宝娱乐APP
玛丽莎:我当时在经营公司，最终很明显开始出售规划师，我仍然有我的工作，我仍然在做设计工作。对我最重要的帮助是了解我的时间表，并把我一天中要做的每一件事都写进我的时间表。我把我的工作时间都计划好了，而不是随随续续地说:“好吧，也许现在我应该做我的生意了。”不。真正重要的是在你的计划中安排好这段时间。如果你决定每周为你的事业奉献三小时或四小时，把它写进你的计划里。无论是每天晚上7点到10点，还是周六早上8点到中午，你都在工作。确保你真的把它写进了你的计划里。因为它不仅在你的日程表上，而且还能让你更好地记忆，知道你把它写在纸上，你的大脑会感觉更自在。
这是兼顾朝九晚五工作、创业和学习的关键OB欧宝娱乐APP
费利克斯:当你的日常工作占用了你大量的时间时，你如何在你的待办事项列表中优先安排任务?
玛丽莎:我们经常混淆的是重要性和紧迫性。我们经常更关注紧急情况而不是重要性。这是一个非常好的活动，看看你的任务，然后想，“好吧。这件事是重要的还是紧急的?”而通常当我们起床时，我们会想，“哦，我真的需要把这件事做完。这个问题需要解决。”但是积极地思考这是否真的重要是一项真正有意义的工作。通常情况下，你会因为有这么多疯狂的事情要做而不知所措。但如果你真的看着你的任务，你开始把自己和它们分开，然后你决定，“好吧。OB欧宝娱乐APP也许今天我要专注于一些我一直推迟的真正重要的事情。” And then, spend whatever time you have to get that done because you're going to feel so great at the end of the day like, "Wow. I actually did this, and I didn't put it off any longer."
费利克斯:从设计到真正制作出第一批原型的过程是怎样的?
玛丽莎:我做的第一个记事本实际上是手工制作的，因为出于某种奇怪的原因，我决定从事装订工作。我知道怎么做书，精装书。我知道如何把书页缝在一起，做书脊，把它们粘在一起，然后做成一整本书。所以我在圣诞节给几个女朋友做了一些计划书。我认为它们是新年送给别人的完美礼物，显然这是手工制作的，我真的很自豪。我最终得到的反馈是，这显然是一份很棒的礼物，但也像是，“嘿，这对我来说真的很有用。我从来没有这样使用过计划表，我发现自己变得更有条理了。”比如，“你会继续做吗，因为我明年可能会需要一个?”然后我意识到，“哦，也许实际上有更多的女性在她们的生活中需要这种类型的规划师。”所以我决定冒险一试。 I ended up quitting my 9-5 job, basically cold turkey. I decided to give it up because I wanted to dedicate 100% of my time to run this thing, and making this work. What a lot of entrepreneurs forget, especially early on, is if you're not spending 100% of your time on your business, you end up not moving as quickly as you would like to. There’s also not that incredible, scary, fire under you to be like, "Wow. I need to make this work, otherwise I can't pay my bills." I think that the scariness of feeling like you don't know where your next paycheck is coming from is actually a really great place to be mentally when you're running a business because it allows for innovation and new ideas to come. You’re pressured to come up with ways to get creative for making income.
费利克斯:你做的第一件事是什么?你是怎么开始创业的?
玛丽莎:我甚至都没有Instagram账号。我有一个Etsy商店。这就是我所有的。我有一个Etsy商店。所有的运输标签都是我写的。Hand-wrapping一切。我在2015年8月开设了Shopify商店，所以有一段时间，我只在Etsy上，因为它是手工制作的。在那段时间里，我花光了我所有的积蓄，我大约有3万美元的积蓄，这些钱是我生日的钱，我的暑期工作，以及所有这些事情。最后，我把所有的钱都投入了第一次生产1000台。我在海外做了1000个策划，我觉得这是我做过的最疯狂最可怕的事。 To this day, I think a lot of people in my family still didn't fully understand what I was doing. But I just felt like I had an idea and I felt like I had something that I wanted to explore. I was willing to take the risk of losing it all in order to give it a try.
费利克斯:你的第一笔销售是从哪里来的?
玛丽莎:我确实收到了Etsy的订单。当时我在Etsy上大概卖了100套，也许150套。不是很多。绝对不是1000。我没有卖出上千台。但在海外生产方面，这是有意义的。大量发行图书是有道理的。显然，我对整个经历非常naïve，但这实际上是令人惊讶的部分，因为我不知道我将自己置身于什么之中。我以前从来没有做过，但在这个过程中我学到了很多东西。当那1000个规划师来的时候，我非常想把它们卖出去，因为我想，“哦，我的天哪。 Now I need to sell these, and guess what? I only have four months to do it because January starts in four months." That's the thing about having a dated planner product, is there's a certain buying period where people buy these planners for their new year because they like to be able to set up their year. They like to be able to have it ahead of time. And then, when January starts, everyone is set and ready to go.
费利克斯:跟我们说说你是怎么找到你的制造商的?你是怎么找到厂家为你生产这些计划表的?
玛丽莎:最后我联系了我在温哥华的一个朋友，他认识一个在海外印刷厂工作的人。当我在设计学校的时候，我做了很多打印项目，通过与当地的打印机合作，我有很多打印经验。所以我知道我想要的纸张，整理，装饰，我知道所有的行话。我知道如何制作染料。我知道怎么做这些。所以对我来说，这只是一个在海外找到联系的问题，并且能够传达我想要的东西。最后，我学到了很多关于如何与海外合作伙伴正确沟通，以及如何传达你想要做的事情。我们花了三到四个样本来来回回，才能想出一个真正有效的计划。最初，我有这样的想法，每个月都要在计划表里放一个口袋。但最终它变成了五英寸厚。 I was like, "Oh, this is definitely not going to work." And so, it was a matter of trying different things and figuring out what makes sense. And having to go back into design and maybe redesign some layouts to make them fit nicely. That process took a lot longer in the initial stages of my first production run. I was decently happy with our first run, but I definitely didn’t feel 110% ecstatic about it. So I really was excited to get into 2016, to really try and focus on making it better. Every year, it's been more of a focus on like, "How can we make this better this year?" And now that we have such a huge platform of women, we go to them directly to get feedback. So it's so much different now than it was back then when I was just making decisions on a whim because I didn't have that huge network of customers to fall back on.
微影响者营销的演变ob欧宝娱乐app下载地址
费利克斯:回顾一下，你对理想客户想要什么样的规划师的猜测有多准确?
玛丽莎:我几乎说对了。这是有趣的部分。这是整件事中最搞笑的部分，我拿到了这些计划表。我从OB欧宝娱乐APP8月份开始卖。我记得我推出Shopify商店的那天，我收到了一份订单，我很恐慌。我当时想，“哦，天哪。如果我整个月，或者在接下来的四个月里卖掉一份计划，我该怎么办?”就在那一刻，我想，“好吧。我需要弄清楚。”我很有创意地推出了我的产品。 I started my business in the heyday of Instagram. When Instagram was just becoming this thing what now brands were using, and bloggers were using, and people were using to get influencer status. There were no influencers back then. So reaching out to bloggers who all had blogs, who were writing blogs, was a lot easier because a lot of them at the time we're looking for content because they didn't have these big brands gifting them things. It was more so a new thing where you would reach out to someone and be like, "Hey, I'll give you free product if you write a blog post." When this whole heyday of Instagram was happening, I was sending out product to these people that were bloggers at the time. Basically, what I did is I would strategically send out two or three a month. And then there was a chance that a customer or somebody would see the same planner on maybe two or three different platforms a few weeks apart. Maybe they followed blogger X, blogger Y, and blogger Z. Maybe they see it on blogger X and Z's posts. The second or third time that you see something you're like, "Oh, I've seen this before. I think I should get this." That's basically what ended up happening. I set myself up in this way where people just kept seeing it here and there, a couple of weeks apart. It was quite easy for me to reach out to people that I was following whose content I really cherished myself and that I enjoyed reading. So it was easy for me to reach out and say, "I've been following you for a year. I've been reading your posts, and here's what I love about your style, whatever. I feel like you could benefit from using this planner." At the time, it was just so easy to send out a gift. The other thing that I did was I really wanted to get my planner onto a big retailer shelf. And so, I ended up reaching out multiple times to Chapters Indigo, which is our biggest bookseller in Canada. They rejected me I think eight or nine times. And then the 10th time, somebody was like, "Okay. Well, send us a sample, and then we'll see what happens." Sure enough, a couple of weeks later, they ended up placing an order for 200 units that they sold in three days. During those three days, I sold out of everything in my own store. Before the year ended - 2015 - I was completely sold out of the product, and I had nothing to sell.
费利克斯:你能坚持下来真是太神奇了。这是你现在还在做的事情吗，还是你现在还推荐其他人做的事情?
玛丽莎:这几年变化太大了。每年我们都在做一些新的不同的事情。如今，我们更关注客户的Instagram，而不是网红。我们确实与有影响力的人合作，但我们没有与大使签订合同，或类似的合同，为我们的产品付费。我们真的只关注人。我们专注于实际使用我们产品的日常女性。我们找到他们，对他们说:“嘿，如果你成为我们的大使，我们会给你250美元的礼品卡，因为你喜欢我们的产品，而且你每天都在使用它。所以我们想听听你的意见，因为你能准确地描述使用产品并从中受益的感觉。”
费利克斯:你认为在你的空间里，这些小的、微的影响者比这些大的影响者更有效吗?
玛丽莎:几年前，情况有很大不同，我们肯定更专注于更大的影响力。这是每个人都想要的。然后，最后发生了什么，我想很多人可能会有共鸣，市场变得如此饱和。ob欧宝娱乐app下载地址所以很难弄清楚，“好吧。这个人谈论这个是因为他们真的很喜欢它，还是只是因为他们谈论它得到了2000美元。”真实性是非常非常重要的一部分。这就是我从事现在工作的原因。我希望能够通过我的计划对一个人的生活产生影响。我希望这是一次真实的经历。当人们主动联系我并对我说:“嘿，我认为我真的会从这个计划中受益。 I think it would be really fun to work together." That, I am absolutely super ecstatic about. But it becomes hard to discern like, "Okay, is this person talking about this because they're getting paid to talk about it, or are they talking about it because it actually has a big impact on their life?" Because it would be heartbreaking for me to send a product to somebody that is then just going to end up in the trash.
费利克斯:我可以理解为什么当一个大的影响者与一个小的影响者相比，真实性和信任不那么明显。
玛丽莎:是的。要接触到一些更大的博主也是相当有挑战性的。这并不是说我不尊重他们，也不是说我不同意他们的所作所为。这太不可思议了。对于一个小公司来说，很难接触到这些人，很难感觉自己和那些大品牌处于同一水平，他们可以为一些东西支付高价。你最终会感到有点迷失，有点气馁。
费利克斯:你花很多时间教育你的客户，你的潜在客户如何使用记事本吗?这是你关注的事情吗?
玛丽莎:这些年来，我们一直在不断更新我们的网站。我们确实有视频和使用计划器的方法，但我认为它们非常简单。每个计划都有自己的计划指南在开始的页面，你可以读到计划是如何打算被使用，以及它遵循的系统。我们现在有很多不同类型的规划师，所以每一种都有自己独特的特点。很多女性的规划方式都很不同，所以多年来，我们必须为女性想要的其他东西提出新的解决方案，而不仅仅是一种产品。一般来说，购买我们产品的人都是已经使用过规划工具的人，并且已经做过相关研究。他们已经了解竞争对手。他们可能使用了竞争对手的计划，他们正在寻找一些不同的东西。或者他们一直在寻找不同的东西，现在他们终于找到了。我们所处ob欧宝娱乐app下载地址的市场，他们清楚地知道自己在寻找什么，当他们看到它时，他们知道这是正确的东西。
费利克斯:你把自己和竞争对手区分开来的重点领域是什么?
玛丽莎:第一件事是审美。我出生在瑞士。我在瑞士长大。我在那里住了14年。我总是喜欢极简主义的设计和看起来很现代的东西。我在我的设计工作中延续了这一点。从我得到的反馈来看，这是女性最喜欢的第一件事，那就是拥有一些美观的东西，可以放在你的桌子上，你可以看着，几乎成为你生活中的配件。你可以把它放在钱包里。在会议上把它拿出来做笔记，你会感觉很好。它成为了你日常生活中力量的象征，帮助你保持一切，做所有这些事情。
费利克斯:所以你的成功很大程度上归功于口碑，而拥有一款漂亮且具有视觉效果的产品无疑是至关重要的。你还做了其他什么事情来鼓励你的客户分享你的产品吗?
玛丽莎:美妙的是，这一切都是自然发生的。我们把每个人的名字都手写在订单上。我们给他们写了非常个性化的便条。我们让他们留下产品评论。当人们收到邮件包裹时，所有这些事情实际上都有机地发生了。出于审美考虑，他们倾向于在社交媒体上分享它，谈论生活中有了这个计划后他们所经历的不同好处。显然，这是写给他们所有的朋友的。我们甚至不需要说，“嘿，你介意把这个发到Instagram上吗?”它最终会有机地发生，这真的非常非常漂亮。显然，在电子商务时代，这是一件非常非常重要的事情。 Having nice packaging, and having something that makes people feel good that they actually want to talk about can be such a huge selling point for your brand. And obviously, such a great social share benefit where you don't even have to ask them to promote it. They will just do it themselves because it's something that they resonate with.
与大型零售商合作的好处和缺点
费利克斯:你是如何与大型零售商合作的?这背后的过程是什么?
玛丽莎:说实话，我觉得我真的很烦人。所以他们就说"去他的"我们会处理好的。”最终的决定性因素是，他们要求了三份副本，并将其发送给几个不同的人进行审查。总体反馈是，这是他们在规划师社区中看到的一种趋势，也许是他们以前从未见过的一个小众市场。那时候凯特·斯佩德风头正劲，所有人都想要凯特·斯佩德。所以，我的计划表符合这种审美。我不再认同这种审美了。但当我24岁的时候，我明白了。它在美学上非常符合他们的客户，或者至少是他们的女性客户当时的生活方式。 And obviously, it ended up working out really well. They only sold online. We ended up being on their shelves two years later. We did a limited edition series of planners for Indigo two years after that. We were physically on the shelf then. However, I'm going to put a disclaimer here. I do not recommend working with a big retailer like that. It was not a good experience for me. It was a really incredible learning experience for me. But I do not recommend small businesses to get involved with companies like that.
费利克斯:在与大型零售商合作时，你遇到过哪些问题?
玛丽莎:它可以让你接触到新客户。但最困难的是他们拿走了70%。在这一点上，我的利润是如此之小，我几乎没有盈利。那时候我还很小，什么都愿意接受。我现在想到这个，我想，“哇，我损失了70%的利润。如果我把所有的钱都投到Facebook上做广告呢?”然后会发生什么呢?我本可以把这些流量都吸引到我自己的网站上，我本可以以全额利润销售，而不是放弃这些钱，希望人们重新订购。这些大零售商面临的另一个问题是，如果他们注意到你的产品卖得很好，他们就会自己去做，这就是发生的事情。所以他们最终实际上拿走了我的很多设计和工作，基本上把它们放在他们出售的任何东西上，只要它们符合我的计划。 At the time, I was getting Snapchat messages and photos of people being like, "Oh, I didn't know that you made this. I didn't know that you made that." None of that was my product.
费利克斯:你花了这么多时间设计和创造你的产品，然后他们就像那样抄袭你，这一定非常令人沮丧。
玛丽莎:非常。特别是如果你是小公司，你有很多很酷的想法。然后你看到这家公司拿走了它，然后剥削你。你什么也做不了。我只是想，如果你把钱放在桌子上，把钱放在网上，把所有的流量都吸引到你自己的网站上，而不是依靠这个大型零售连锁店来推动你的业务。因为另一件事是他们可以毫不犹豫地说，“我们出局了。我们不想再这样了。”然后你的大部分业务就没了。
费利克斯:你从客户那里得到关于新产品设计或想法的反馈的一些方法是什么?
玛丽莎:我们在Instagram上非常活跃。我们做了很多民意调查。我们通过电子邮件发送调查问卷。我们基本上会接触到去年购买了记事本的每个人，我们会特别问他们:“你喜欢什么?你不喜欢什么?你有什么建议，比如我们可以改进什么?”人们非常乐意给予反馈。有些人会写一整篇文章来描述他们喜欢的或者非常非常不喜欢的东西。这总是很有趣，因为最后的评论总是像这样，“并不是说我不会再买记事本了。只是我真的不喜欢这部分。 But I'm still going to go and buy it again next year, so I just wanted to give you my feedback." Which is kind of funny, and also obviously amazing.
费利克斯:你认为最成功的数字营销渠道是什么?ob欧宝娱乐app下载地址
玛丽莎:我们现在做的最成功的事情是通过电子邮件捕获。我们做了很多人没有做的事情，那就是为电子邮件订阅提供免费产品。所以当人们第一次订购我们的电子邮件通讯时，他们会得到一个免费的贴纸包。很多其他公司都喜欢“打九折”。但给别人一个价值13美元的产品更有价值。这并不意味着产品要花费你13美元。但第一次下单就能得到免费产品的价值是人们不愿意错过的。作为一个小公司，你不希望训练你的客户总是期望折扣。这是一个非常糟糕的行动计划，因为如果你推出了新产品，他们只会说，“哦，我只想等两周，因为它马上就要打折了。”所以你要想办法在不做实际销售的情况下实现销售。 And that maybe sounds a little bit funny, but there are so many different ways that you can create a secret sale without actually being like, "Here's 30% off." Because we do that, we do that once a year on Black Friday, Cyber Monday. But throughout the year, we find secret ways of giving people value, by doing a sale without actually saying, "Here's 25% off," kind of thing. We have an email automation sequence set up that first they get a welcome email. They get sent a blog post about productivity, about how to get productive. That blog post includes one or two of our planners, of how to crush your to-do list, and how to be better with your to-do list, and different tips and tricks that you can use to cross more things off. They've got a video that they get. In the third or fourth email, they do get a little discount if they haven't purchased at that point. But we really focus a lot on valuable content and making sure that people feel like they want to be a part of this experience of feeling productive, feeling motivated, and feeling like they have their life together.
费利克斯:你有一种季节性很强的产品，在一年的某一段时间里你有大部分的销售额。你是如何用这样的产品经营企业的?
玛丽莎:在过去的两年里，我们全年的收入都非常稳定。再也没有停机时间了。我们有我们的大产品，我们的大过时的产品在年底，但那是我们现在唯一的过时的产品。我们有一个季度计划，每三个月更新一次，但没有日期。我们还有一个六个月的计划，每六个月更新一次，也是没有日期的。它的布局略有不同。我们有一个18个月的计划。我们有一个9月份开始的学术计划。OB欧宝娱乐APP人们总是在真正需要它们之前就订购它们，因为他们想要写上日期。他们希望能够添加他们的约会，他们的纪念日，他们的生日，所有这些东西，当他们准备使用它时，他们已经准备好了。 Having a product that has a shelf life is incredible, but it also can be really challenging because if you don't sell within a certain timeframe, it starts to devalue, and then you have to discount, you're being forced to discount because there's just so much less demand for it. Right now we're coming up to 2021 planner. People will pre-order as early as July for the new year. Because of the market that we're in, a lot of our customers want to be very organized, and they want to make sure that they have their planner for the new year. Also, because we tend to sell out, people from the previous year feel inclined to pre-order to make sure that they don't miss out this year. So we always do a pre-order period of two months before we actually send the planners out.
在营销策略中不断注入创造力ob欧宝娱乐app下载地址
费利克斯:你提到到目前为止，你最成功和最值得注意的营销策略是你的神秘盒子。ob欧宝娱乐app下载地址告诉我们更多关于这些神秘盒子的事。
玛丽莎:它的运作方式是我们想出一系列的项目。也许我们的商店里有4到5件商品，我们可以把它们放在一起，以确保我们仍然有足够的利润在网上销售，而不必像“哦，所有东西都打了7折。”我们只是发一封邮件说，“我们有一定数量的神秘盒子可用。你花55美元就能买到5件商品，而不是90美元或110美元。而现在只有100个。”最终的诱惑是，“哦，我得到了所有这些东西，无论如何我在某个时候都会需要。”无论是笔，还是写字台，记事本，日记，还是记事本。那些喜欢组织的人，那些喜欢生活在一起的人，他们无论如何都会在某个时候想要和使用这些东西。对他们来说，“哦，我能得到什么?”我的盒子里会有什么呢?” We usually add in random little things. We'll put in a hair clip or something else that maybe they wouldn't necessarily expect. There's so much room to do a fun thing by giving people something where they don't necessarily know what's going to come in the mail. I would say 99% of the time, people are really happy with what they get. But there's always one or two customers that are like, "I hated everything." But they might've not purchased anything in the past, so they might've not necessarily known what they were getting into. But generally speaking, the customers that are champions for your brand who support you anyway love this because they feel like it was personalized for them. They feel like it was curated and put together. It's something that is really unique that you can do especially as a small business. We do all of our own packing and shipping because we also do customization. We do monogramming. It's something that you can easily do if you decide to like, "Oh, maybe I have this journal that's been sitting, that's not selling on our website. Okay. Well, let's throw it into a mystery box." I think that's a really great way to get rid of old stock that maybe you aren't selling anymore.
费利克斯:这些神秘盒子又要多少钱?
玛丽莎:55美元一直是最佳价位。
费利克斯:您还提到黑色星期五和网络星期一对您的业务来说是一个关键时刻，请告诉我们您对黑色星期五和网络星期一的策略。
玛丽莎:对于黑色星期五，我们的策略与全年的策略有很大不同。我们的黑色星期五计划从9月开始。OB欧宝娱乐APP可能有20、30甚至40封不同的邮件都被安排出去了。我们对所有的列表进行了细分。所以这是一个相当复杂的过程。举个例子，我们在复活节做一个。我们做了一个复活节神秘盒子。通常我们会提前一周给订户发邮件。我们会提醒他们，“嘿，神秘盒子就要来了。只有100个可用。” The same thing goes for social media on our Instagram. And then we'll say, "They launch 9:00 AM, PST, Monday." We send out the email. We have the listing up. It exists as a product on the Shopify page. And then, we just sell through them. If we don't sell through them in the day, we continue promoting throughout the week. And then eventually, they're gone.
费利克斯:你的网站上还有一些非常酷的东西，就是这些复活节彩蛋。告诉我们更多关于这些复活节彩蛋是如何工作的。
玛丽莎:两年前我在堵车的时候有了这个想法。我在想我们是怎么得到神秘盒子的，但我们怎么能做得更好，以一种别人没有做过的方式做得不同?复活节快到了，所以我决定去找复活节彩蛋。我们所做的就是创造这些独特的神秘盒子，里面都有不同的物品。他们中的一些人有相同的项目。我们通常做两个不同大小的鸡蛋。一个鸡蛋98美元，另一个55美元。然后我们把它们隐藏在整个网站中。人们必须去寻找它们。每个鸡蛋只有一个，所以不管你得到1号蛋还是8号蛋。 If you notice that the egg is sold out, that means that somebody else has already grabbed it. That means that you have to continue hunting for an egg that's still available. We usually launch these at 8:00 AM, and we're sold out by 9:00 AM. It's one of the only things that we do that sells out immediately. But it's also something that we can't do all the time. The reason that it works so well is that we only do it once a year, maybe twice a year.
费利克斯:那些你用来经营企业的应用程序、产品或服务呢?
玛丽莎:我们去年最重要的事情就是转向我之前说过的，转向电子邮件注册的产品，而不是电子邮件注册的折扣。去年我们使用了一款不同的应用程序，它允许你输入电子邮件，一旦你点击提交电子邮件，一个折扣代码就会立即弹出，而不是必须先将折扣代码发送到对方的电子邮件中，他们必须去检查电子邮件。但我们最终决定使用Klaviyo作为我们的电子邮件通讯软件。Klaviyo现在有弹窗，所以我们实际上使用了一个Klaviyo弹窗直接连接到我们的电子邮件。它表现得非常非常好，即使有人必须去检查他们的电子邮件来获取代码。这是我们去年在网站上做的最重要的调整，它带来了巨大的变化。我们使用充值我们的订阅产品。我们使用Stamped进行评论。我们还在产品页面中使用元字段来定制某些东西。添加到你的Instagram上，或者人们分享你的产品之类的东西。 We're able to add YouTube videos and things like that. Those are probably the three biggest ones. Back in Stock is a really good one too, if you know something is out of stock, people are able to put their email in, and then you can email them once the item is back in stock. And also we use Infinite Options for the monogram feature.
费利克斯:你认为你在过去的一年里学到的最重要的一课是什么，你想把它应用到未来?
玛丽莎:最近我了解到，有很多事情是你完全无法控制的。重要的是要记住，你要继续站稳脚跟，无论何时遇到困难，都要重新发明。特别是当你经历困难时期，创新的空间很大。