“You’re never gonna make a big impact on Black Friday.”
Should you worry if frequent promotions will hurt your brand equity?
Sean Frank (CEO, Ridge), Matt Bertulli (CEO, Pela Case and Lomi), and Mike Beckham (CEO, Simple Modern) break down how Ridge manufactures demand instead of waiting for it. A slow summer becomes an 8-figure-plus sales season, anchored by a Lamborghini sweepstakes with Tony Hawk.
Sean walks through how the campaign evolved from a $100K MVP into a five year, celebrity backed giveaway with a grand prize built in. He explains why a 45-day window beats trying to own a single day like Black Friday. The hosts continue to cover why a wider product catalog creates more natural sales peaks throughout the year.
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Aftersell
https://9ops.co/aftersell-operators
Richpanel
Fulfil
Northbeam
Saras Analytics
Postscript
Chapters
00:00:00 Sweeps & Techtember
00:05:46 Tony Hawk and a Lambo
00:14:19 Creating Buying Moments
00:15:23 Year 5 of Sweepstakes
00:22:51 Build Your Own Calendar
00:36:27 The Three Big Mistakes
00:40:00 Brands That Own a Day
00:45:45 Flashlight vs Supernova
00:48:45 More Products More Peaks
00:55:30 Nobody Cares That Much
01:01:49 Gamifying the Checkout
01:08:24 AI Arms Race (Update)
E131: Two $100M+ Operators Get Honest About Launching a New Brand
E185: Give People a Reason to Buy Every Day: How to Generate Demand
