Light The Wick ??
Light the Wick is about starting the week off right and learning from the past to ignite a company start. Every company needs customers to grow, simple, yet the how isn't always crystal clear. Thankfully, we have successful companies that were just a few screens and ambitions, not so long ago. So why not take from the past to build the future. We'll start off LTW with the 亚马逊 subsidiary and the biggest online food delivery platform:
How they started: Let's Get Physical
DoorDash
So what we did was was print out tens of thousands of flyers that said ‘Dubar delivers, get hummus delivered!’ We stuffed them in our delivery bags.
— Tony Xu
DoorDash : From Dorm Room Delivery to Dining on Demand: This ubiquitous food delivery app didn't rely solely on digital marketing for its initial user base. Targeted press outreach secured them valuable mentions, but they also leveraged physical placements on college campuses - handing out flyers near dorms or partnering with student organizations to spread the word. This combination strategy ensured they were present both online and offline, capturing attention from their target audience.
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Zappos
Zappos Family of Companies : From Shoestring Budget to Shoe Shopping Paradise: Before becoming a shoe lover's haven, Zappos Family of Companies started by offering exceptional customer service and a quirky brand voice, attracting early adopters through strategic press mentions. They then amplified this reach with physical placements - partnering with local businesses to distribute flyers or setting up pop-up displays, bringing their unique shoe selection directly to potential customers.
The Take
Earning press coverage is a great start, but don't underestimate the power of physical placements to complement your online presence. Targeted placements like flyers, pop-up displays, or local partnerships can put your brand directly in front of potential customers who might not be actively searching online. This strategy can be particularly effective for location-based businesses or those targeting a specific demographic. Remember, a strategic combination of online and offline tactics can significantly amplify your reach in the crucial early stages of user acquisition.
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