Of course you are—everyone is. In this Pub Talk, Allen Abbott, CohereOne Senior Vice President and former CEO of Paul Fredrick MenStyle, discusses single product offers and how they allow consumers to more comfortably engage with your brand for the first time.
Allen challenges some old rules and shows how thinking about your potential customers differently is the first step to getting your offer dialed in. After providing a framework for launching a successful single product offer, he shares a compelling case study of how Paul Fredrick was able to significantly increase their buyer file without damaging their brand or losing money. Is a single product offer the best way to get a prospective buyer to purchase from your brand for the first time? In a world full of competitors, it may be the thing that makes your brand stand out from the crowd.
Single product offers may sound like a simple marketing vehicle but the devil is in the details. There are considerations from inventory, to pricing, to brand relevance that all need to given careful consideration before going to market. Allen provides a candid viewpoint of not only what they got right, but also what didn’t work and how they were able to fix it.
If you’re looking for ways to increase your house file, mastering the single product offer is a classic strategy that needs careful thought and a nuanced approach to be really successful. Let Allen’s perspective and experience get you started on the right road.