创业

百万粉丝的网红和一次50%利润的销售

这是一个利用网红销售的实例,也许你找不掉这么详细和读者分享细节的文章,非常值得一读。

这是一位在Instagram上有超过一百万粉丝的网红,作者是一位创业者,文章描述了他们之间是如何在一个品牌上达成相当的共识,让创业者的最初的几次销售有了50%的利润。某宝上的商店,大部分都有过买水军,刷信用,刷销量的经验,如果不这样做,就不能有较好的排名和所谓的好评声誉,况且,造假的成本确实太低,在没有品牌意识的市场里,建立优秀的品牌是吃力不讨好的事。而在相对注重品牌的世界里,设计,执行,培养品牌才能带来真实的销售。网红推广一般都是按次数或者固定收取费用,而对于这个品牌,网红却选择了按销售数量提取回扣的方式,表达了她对品牌的概念定位有相当的信心,相信销售的前景,同时对创业者来说,也可以节省初期的支出,最后结果是win-win。

因为作者一开始决定先做一个产品,T-Shirt,所以除去生产,印花,物流的成本,每件衣服毛利有50%。希望他的销售不断壮大,进一步扩展产品品种,建立成功的品牌。

 

原文链接:https://thomasdespin.com/

抄录:

do you. — 10 days of hustling later: first sales, 50% profit & a 1M+ followers influencer closed.

Thomas Despin

I always wanted to try to get into the influencer marketing on Instagram.
But I didn’t do it with my former store.

Why? Because of this.

On the left, it’s the picture of the product that made us around half a million in sales (at 30% profit) in 6 months.

The picture comes from our AliExpress supplier and is used by hundreds of stores around the world.

I won’t share the video we were using as an ads as it’s gonna make your eyes bleed for the rest of the day.

On the right, it’s a mockup I realized using PlaceIt models (btw they contacted me for a partnership, I’ll tell you how it goes), using a design that I created myself and reworked with a designer I hired.

I own the rights for using the picture, and the design.
It’s my own creation.

Don’t see any ego in this statement, see it business wise.

I now have a product I created,
and I own the rights on it.

→ Which one of the 2 products would you feel comfortable with to share to influencers to create a real brand strategy together with them?

Closing a deal with a 1M+ followers influencer

To give you direct insights about how it went, here is some part of the conversation I had with the first ever influencer I contacted to promote the brand.

The goal was initially to see the reaction, the expectations, and what can be done. Fortunately, she was very open minded, and enthusiastic in partnering with do you.

I met her before, a couple of times, and I felt like it would be easier to step into the influencer game with someone I have already been in touch with.

Here is a piece of the conversation, based on what I remember:

(the name has been changed and will remain private until we actually start the campaign, I am sure you will understand why)

Me — “[…] With do you., we aim to encourage people to take more action, follow their own path and really become themselves. The first product is a line of minimalistic t-shirts with bold and motivational statements printed on them.

There is a wider range of things we will do with this company to empower people to “do them”, but the first product we have now is the t-shirt, so we will focus on this today.”

Jenny — “Nice, sounds more interesting that all of the useless stuff brands are usually contacting me for. I think my audience can love this too.”

Me — “Thanks Jenny! To be honest, I initially made the t-shirt for me, I wanted to wear something that made sense to me. I will send you the pictures of the designs and mockups so you can have an idea about how it looks.

Regarding the brand, I am really interested in working with you to create original and high quality content, organize give aways, and see how we can make a deal on the long run.

It could be paid per post, but we could also make it commission based, so it’s a win-win process.”

Jenny — “Sure, I think I could just stop working with all of the companies I have for the next month, and focus on creating content for your brand. It would make my Instagram look better anyway laughing.

I am ok with the commission thing, my followers usually want to wear the same clothes as me, so it makes sense.”

Me — “Awesome, how about we make a test for 2 weeks first, including 6 pictures for promoting the different models, and 2 videos for the give aways in the end of each week?

For the sales and the commissions, you will have full access to our database, and we can give you [amount of money] for each sale we get through you.

To make it more trackable, you will give your followers a code so they get X% discount on the products.

Anyway, we will know it comes from you, because we really want to make you the main ambassador for the brand in that country, so all of the sales coming from this country for 2 weeks will give you the commission”

Jenny — “That’s awesome Thomas, just let me know when the products are ready to ship, and let’s start doing this!”

You can see in the conversation how I tried to show the values of the brand, what we are standing for.

And you can also notice her reaction when she mentioned it would be more interesting than all of the offers she receive every day from random companies.

I was very fine with the option of dealing a fixed fee for publishing the content, but I gave her the option to choose between this and a commission-only deal.

The fact she chose the commission deal shows me that she is really confident in her audience and how they would respond to this kind of promotion. Also, she will be way more engaged in the success of the campaign that if she just gets money upfront and that’s it.

We both have an interest in how successful the campaign is.

I already checked her engagement before contacting her, and she gets in average 30,000+ likes and a few hundreds comments per post.

It’s huge for us to start with this kind of reach.

Also, I thought it was really important to talk about the type of content, making great pictures with her and the products, and not just a random selfie or any sort of savage promotion.

We talked about telling a story, encouraging people, motivating them in the caption of the pictures with her wearing the t-shirt, etc. (this part was a bit long and I didn’t wrote it above).

In the end of the conversation, she received the mockups and designs, and she seemed to love them.

That was one point I wanted to validate (actually, it was a bit of a relief), because I wouldn’t work with someone who doesn’t truly like the products.

I hope this can give you some ideas for your own influencer marketing,
I will keep you updated about how it’s going.

The 3 first sales, 50% profit and 0 paid marketing

The first one came from RaghuNath R A, an Indian Medium writer who also happens to be a researcher in cryptocurrencies.

It came after he gave me some constructive feedback about the website (sizes and shipping cost wrongly set up on the store).

I solved the problems as soon as I could, and he placed an order right away.

Thank you so much for being do you.’s first customer ever. Your order has been processed and the t-shirt will be shipped during the week.

The two other orders came from my personal Instagram account, where I finally decided to share one post to talk quickly about the project and see people’s reactions.

 

Good points: it’s very convenient, easy to use, 100% integrated to Shopify and they are very trusted worldwide as a print on demand platform.

But as I am testing right now, I want to have something very simple to use first. I have zero interest in spending hours in processes to work with Chinese factories (for example) since I don’t have a lot of orders yet.

However, I am seriously thinking about it, because there would be nothing worst than having orders I can’t process because I am unprepared.

As the marketing costs are inexistent for now (I don’t count my time yet), and as I spent in average $15 for the product + printing + shipping (I sell it $30), it means that the profit so far is 3*15$ = $45.

 

It’s the very early stage for this project, so I don’t think it’s relevant to consider the number of sales since no marketing action has been really done yet.

But I wanted to be transparent with you and share as much insights as I can.

I am 95% excited, and 5% anxious as I really hope the quality of the t-shirt will match the expectations of the clients.

I hope it won’t take long to arrive to their door.
I hope they will love and feel good wearing it.
I hope people will ask them how to get the same t-shirt.

And if I failed somewhere on the way,
I’ll try again and do my best to improve the entire thing.

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