I was blessed to get a simple link today on Twitter asking if I wanted to win a free handbag from Handbag Planet. Being the clothes and accessory horse that I am, the answer was naturally yes, but what I am now excited about is the approach they are using to launch their site. A true pro must be behind this, because it is the most well-done launch I can remember seeing in a long time. It made me think of the difference between “promotion for users” vs. “promotion for the company. When you want to sell something, it has to benefit the user or they won’t care, and your benefit almost recedes into the background. By setting this promotion up the way they have, Handbag Planet has virtually assured themselves some viral marketing and that people who love handbags will be terribly excited for the site to launch in about two weeks. I hope they will have a wide variety of merchandise to choose from, because that will be key in maintaining people’s enthusiasm. It would be really cool if they hooked up with Zappo’s and found matching shoes for these purses, and vice versa. Talk about a time saving benefit to users!
I wanted to blog about this the moment I saw it, from the design and marketing perspective. But HP entices people to blog about it by offering free contest entries for the free handbag after you’ve entered. Or you can Twitter about it, or send email… it is such a great idea, and one that they have made doing simple and easy. I want you to see the design execution. In two simple pages, they utterly captivate someone like myself who loves pretty clean design, and well, purses. I bought one yesterday at the spa I went to for a mani/pedi. Admittedly, I am these people’s audience. LOL! But we should all learn from them and think about how to apply the lessons for other purposes.
The final step is a marketer’s dream, but I won’t give away their secret sauce by posting that screen here… sign up to see it. I really think this promotion gets an A+ for generating excitement and engaging users to become eventual customers when they launch. Well done! I only hope that the user experience of the site, and customer experience when placing an order is as nicely executed as this launch promotion.