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Amazon's Exception Experience with Kindle Marketing

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Chad Stoller
Chad Stoller

Sometimes you find a marketing program that is simply genius because it's based on a great insight, leverages an opportunistic market, and delivers with zero friction. At Organic, we call these finds "exceptional experiences." Recently, I was asked to share one of these experiences and I documented Amazon's innovative community marketing program for their Kindle. Please note that this document is only an observation. Organic has no involvement with this program. Whoever did it for Amazon deserves a big high-five. Check it out. Chad Stoller Executive Director, Emerging Platforms Organic, Inc.

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Something Really Neat An Exceptional Experience in Community Marketing 04.23.09 Exceptional Experience 息 ORGANIC 2009. ALL RIGHTS RESERVED.
Disclaimer Organic, Inc has no association with Amazon. This document is an observation of great marketing. Congrats Amazon for a great insight, great idea and execution.
An EE What is an exceptional experience? What makes it so special Surprise & delight
Product New Amazon Kindle E-Reader Second Generation Moving from Early Adopter -> General Awareness
Challenges High Price New technology Think different! Hidden charges? No retail = no demonstration
Merchandising Who knows how to e- tail better than Amazon? Every trick in the book is here.. But how do you solve the last challenge?
Remember 8th Grade?
Amazon's Exception Experience with Kindle Marketing
Amazon's Exception Experience with Kindle Marketing
} Core product details, inventory and price } Video demonstrations } Tech specifications and tier 2 merchandising. } Sample of content selection. } Accessories } Assurance. Watch a drop test! OMG! } Comments from the community
But something is still missing..
Without retail, you cant touch.
And at $359, i want to touch!
Amazon's Exception Experience with Kindle Marketing
Amazon's Exception Experience with Kindle Marketing
Amazon's Exception Experience with Kindle Marketing
Why? Imagine having a product that inspired people to share their passion The curious want to be convinced If someone asks for an opinion about your brand, shouldnt it come from someone with some enthusiasm? This isnt relatively new .. social tools and like minded groups are challenging the traditional retail process
Thanks! Chad Stoller Executive Director, Emerging Platforms Organic, Inc. chad@organic.com twitter.com/cstoller
Image Attributions Kindle Promotional Image (際際滷 5) http://www.amazon.com/dp/B00154JDAI Contintenal Shelf (slide 7) http://www.fao.org/fishery/topic/12356 Earth Layers (slide 8) - no attribution because i lost my resource. 1,000,000 apologies

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Amazon's Exception Experience with Kindle Marketing

  • 1. Something Really Neat An Exceptional Experience in Community Marketing 04.23.09 Exceptional Experience 息 ORGANIC 2009. ALL RIGHTS RESERVED.
  • 2. Disclaimer Organic, Inc has no association with Amazon. This document is an observation of great marketing. Congrats Amazon for a great insight, great idea and execution.
  • 3. An EE What is an exceptional experience? What makes it so special Surprise & delight
  • 4. Product New Amazon Kindle E-Reader Second Generation Moving from Early Adopter -> General Awareness
  • 5. Challenges High Price New technology Think different! Hidden charges? No retail = no demonstration
  • 6. Merchandising Who knows how to e- tail better than Amazon? Every trick in the book is here.. But how do you solve the last challenge?
  • 7. Remember 8th Grade?
  • 10. } Core product details, inventory and price } Video demonstrations } Tech specifications and tier 2 merchandising. } Sample of content selection. } Accessories } Assurance. Watch a drop test! OMG! } Comments from the community
  • 11. But something is still missing..
  • 12. Without retail, you cant touch.
  • 13. And at $359, i want to touch!
  • 17. Why? Imagine having a product that inspired people to share their passion The curious want to be convinced If someone asks for an opinion about your brand, shouldnt it come from someone with some enthusiasm? This isnt relatively new .. social tools and like minded groups are challenging the traditional retail process
  • 18. Thanks! Chad Stoller Executive Director, Emerging Platforms Organic, Inc. chad@organic.com twitter.com/cstoller
  • 19. Image Attributions Kindle Promotional Image (際際滷 5) http://www.amazon.com/dp/B00154JDAI Contintenal Shelf (slide 7) http://www.fao.org/fishery/topic/12356 Earth Layers (slide 8) - no attribution because i lost my resource. 1,000,000 apologies