Hardware Launch Strategy
Business problem:
Zwift needs to pull in new subscribers who are non-cyclists and so introduces a low priced hardware piece.
Target audience:
prospects, acquisition, re-acquisition
Insight:
Potential customers don’t care until they have reason to.
Reasons to believe the insight:
The most highly engaged features in the game have shown to retain subscribers. Marketing those as benefits to the prospective customer could truncate the funnel and get more new users to join and stay.
This is how it turned out.
Target audience / segment
This was primarily a prospecting effort, and secondarily a way to pull in people who dropped off in the lead nurturing process, cancelled, or potential hardware upgraders. Sold in the US, UK, and EU.
Send strategy
Messaging strategy revolved around educating prospects of the product’s features and perks of getting into the game. Cadence being on a weekly schedule but alternate audiences so as not to fatigue lists.
A closer look at some of the emails.
Last notes.
Who were the cross functional partners?
Merchandising, customer service, engineering, data, data engineering, copy/design, product marketing, brand, growth marketing, public relations, hardware marketing, project management.
What was the level of involvement?
As channel lead, set the communication, send, and messaging strategy. Presented to company and executive leadership team.
What if someone wants to see more around this project?
Reach out and I can send more materials.