Over the last few weeks we’ve been working on securing as much organic content as possible for
Ordinary Mushrooms.
We’ve found that the best way to do this is simply exchanging product with people in exchange for video/image assets and an honest review.
While it’s easy enough to lock in an informal arrangement over a DM and send out product to those who agree to shoot content, we wanted to make this operation a little more “official”.
This is where Klaviyo has been super handy.
Once a contact agrees to shoot for us in exchange for product, we add them to our “creator flow”.
This flow will then trigger an automated email sent to them with a 100% off dynamic discount code.
The code can only be used once.
From here, they need to go through the usual checkout process and add their shipping details before the product is sent to them.
Here’s why this process has been effective for us:
1. We have clear visibility over inventory levels, as it’s still technically an “order”. This is managed automatically in Shopify.
2. We have the personal data of the content creators – good for retargeting them down the line and turning them into legitimate buyers and evangelists for the brand
3. It weeds out the tyre kickers – by committing to a checkout process and adding their shipping details etc – the odds of them completing the agreed arrangement are a lot higher.
(This is Cialdini’s “commitment” principle in action – once people make a small initial commitment, they are more likely to follow through with larger commitments)
So far, so good.
We’ve already replicated this flow for a new client who is starting his brand from scratch.
If you deal with content creators and want to tidy up your process for managing them, reach out.
