Show your unique value with the right strategy
As a business with 1 main, or just a few flagship products, it can be a challenge to think of ways to keep your messaging fresh, creative, and innovative. You may frequently ask yourself:
- How do I find prospective customers who will be interested in my specific offering?
- How do I ensure I’m messaging the right people about the right things, so I’m not being repetitive?
- Once someone has engaged and purchased my product, how do I make sure they stay an active member of my brand community?
Luckily for you, Klaviyo is equipped with tools to help you craft exciting content that keeps your customers engaged throughout the product lifecycle, and keeps them coming back for a restock or additional add-ons. In this guide, we’ll cover marketing strategies you can implement for your own flagship product. You’ll also read about a real Klaviyo customer, BWH Plant Co, and learn their strategy for successfully marketing their best-selling Monstera Thai Constellation.
Flagship product marketing strategies
Let’s dive into some key strategies for marketing your flagship product, and how you can use Klaviyo to execute them to increase customer loyalty and drive more purchases.
Grow your list with social ads and sign-up forms
Promoting your brand and offerings on social media platforms, like Meta and TikTok, is a great way to increase your exposure, gain new subscribers, and build your brand community. Highlight real customer stories about your flagship product, and showcase any exciting add-ons and complementary options.
You can also set up lead advertisements that allow you to collect new subscribers directly on social media. Try enticing them with a sign-up incentive, such as a discount off their first order. Also consider collecting other personal information at sign-up, like product preferences, and use that information to send them targeted messages afterward.
Additionally, ensure you’ve set up a sign-up form on your website to collect marketing consent from website browsers.
Convert more customers with omnichannel messaging
Adopting an omnichannel strategy allows you to reach customers how they’d like to be contacted, and in a format that best suits your message and end goal.
Here are some ways you can best use email and text messages. If you have a mobile application, you can also send push notifications to engage your customers.
- Email
Best for long-form content, like newsletters, blog posts, and large announcements with lots of text and images. - Text messages
Great for urgent and time sensitive updates, like a flash sale or an order update. - Push notifications
Perfect for app-exclusives, like a new app-only discount or a reminder to place an order via the app.
Engage your subscribers with product education
With one main flagship product, it’s key that your audience understands and clearly sees the unique value of your offering.
Lean heavily into product education, and highlight real customer use cases that will help your audience identify how your product can fit into their life. Also consider featuring user generated content (UGC) on your socials and in your campaigns.
The need for product education doesn’t end once someone’s made a purchase; continue to send them helpful care tips afterward so they can get the best use out of your product.
Additionally, try to adopt a consistent sending cadence to build brand loyalty and establish trust, so your subscribers look forward to when you send them new content. For example, if you're just starting out, try aiming for 1 email campaign per week. Work your way up to 2 weekly sends, with additional sends to targeted segments mixed in.
Use Klaviyo tools, like the campaign calendar, to help you organize and execute your communication strategy.
Build key automated flows for retention
Automated flows allow you to message subscribers after they’ve completed a specific action, keeping your content relevant without you having to lift a finger.
Continue engaging them after they’ve made a purchase with the following flows:
- Post-purchase
Automate messages to send once someone’s made a purchase. Consider sending product care tips and tricks, request a customer review, or recommend a complementary add-on. - Replenishment
If your product needs to be replenished on a regular or semi-regular basis, set up a date-triggered flow that automatically messages subscribers a certain amount of time since their last purchase reminding them to stock back up.
Reward and retain with VIP segments
Your VIPs are customers who’ve exhibited continued investment in your brand through their purchase history.
Create a segment of these customers and reward them for their actions.
For example, send your VIPs exclusive discounts and coupons that will encourage them to make more purchases. Since they’re already familiar with your offering, you can differentiate this content from your introductory and more product-education based messages. Experiment with new strategies, like quizzes or giveaway programs, Encourage them to share your product on social media for the chance to receive a free item.
Additionally, grow your network by prompting your VIPs to refer new customers for the chance to unlock special perks!
Explore a real example from BWH Plant Co
BWH Plant Co is a houseplant delivery company, and one of Klaviyo’s customers. They sell a variety of houseplants, but their flagship Monstera Thai Constellation is the best-selling fan favorite. Learn how the BWH Plant Co team markets their flagship product to engage customers throughout their whole journey, from pre-order to post-order.
Pre-order: Product education campaigns and social posts
BWH Plant Co made sure that subscribers were aware of the upcoming Monstera Thai Constellation launch by engaging them via social reels and with informative email campaigns.
On Instagram, they posted engaging videos of the plant being grown in the greenhouse, and encouraged their social followers to sign up for early access and more updates through their mobile app. Since BWH Plant Co has their mobile app integrated with Klaviyo, anyone who signed up for the app during the pre-order launch could then be grouped into segments and sent targeted campaigns going forward.
They also sent out an engaging pre-order launch email campaign, informing recipients of the date and time of the launch, a sneak peek preview, and customer reviews of similar products. This communication helped build excitement around the launch, and encourage subscribers to be ready to place their order.
During order: Behind-the-scenes and shipping updates
Once a customer placed an order for the Monstera Thai Constellation, BWH Plant Co made sure to continue building excitement and keeping their customers engaged with real-time updates about their new plant.
Let’s dive into the types of communications BWH Plant Co executed from the time of order until time of delivery, to keep their customers up-to-date and engaged.
- Growing update campaign
BWH Plant Co generated customer buzz and anticipation by providing a behind-the-scenes look of their new plant growing in the greenhouse. Within this email, they included engaging product images as well as an estimated shipping timeline. They also linked some plant care tips in this email to prepare customers for success with their new plant.
- Pre-shipping reminder campaign
Before shipments go out, BWH Plant Co asks their customers to confirm their shipping information to make sure everything is delivered exactly as intended. Since these products are live plants, having the correct information here is crucial.
- Additional shipping update campaign
When applicable, BWH Plant Co sent additional shipping updates to keep customers informed of any unexpected changes or weather-related delays. This direct and timely communication is great for building trust with your customers. To execute this, they created location-based segments to appropriately notify customers of shipping delays in areas impacted by weather.
An important aspect of their overall communication strategy was segmentation. It was important to BWH Plant Co that all of their customers received timely and accurate communications about their specific order to ensure customer satisfaction and plant health.
Post-order: Thank customers for their purchase
BWH Plant Co knows that the customer journey doesn’t end when the plant arrives at their customer’s door.
They sent a post-purchase email campaign, thanking customers for their order with a personalized note of appreciation. This email campaign featured a few vital calls-to-action (CTAs) to keep their customers engaged long after their order was complete:
- They linked their Plant People Promise initiative page, which outlines BWH Plant Co’s customer-driven policies to provide store credit or a replacement product for plants damaged during delivery.
- They included contact information for their support team, encouraging customers to reach out with any questions or feedback, highlighting BWH Plant Co’s open communication and commitment to customer satisfaction.
- They also included a CTA to encourage social media engagement and generate UGC, calling their customers who share their experiences with their new plants using a particular hashtag.
- In the email footer, they encouraged customers to join their Garden Club Facebook group so that they could connect with other customers to learn more and share tips and stories. This community-building strategy is a natural incentive for customers to continue engaging with their brand, exposing them to trusted community members with their own feedback and stories about BWH Plant Co. products as a point of inspiration.
Build your own strategy
You’ve now explored many strategies for marketing your flagship product throughout the customer journey, and you’ve even seen a successful example from a real brand. Now, let’s make it even simpler with a template you can use and customize to craft your own strategy and engage your customers. Make a copy of the linked template below and use it to create a scalable process you can use going forward.