Something Really Neat
An Exceptional Experience in Community Marketing
04.23.09
Exceptional Experience™

© ORGANIC 2009. A...
Disclaimer

Organic, Inc has no association with
Amazon. This document is an
observation of great marketing.


Congrats Am...
An “EE”

• What is an exceptional experience?
• What makes it so special
• Surprise & delight
Product

• New Amazon Kindle E-Reader
• Second Generation
• Moving from Early Adopter -> General
  Awareness
Challenges
• High Price
• New technology
• Think different!
• Hidden charges?
• No retail = no
  demonstration
Merchandising

•   Who knows how to e-
    tail better than
    Amazon?

•   Every trick in the book
    is here..

•   Bu...
Remember 8th
   Grade?
} Core product details, inventory and price
} Video demonstrations

}   Tech specifications and tier 2
    merchandising.
...
But something is still
      missing..
Without retail, you
  can’t “touch.”
And at $359, i want
     to touch!
Why?
•   Imagine having a product that inspired people to
    share their passion

•   The curious want to be convinced

•...
Thanks!
             Chad Stoller
Executive Director, Emerging Platforms
             Organic, Inc.

         chad@organic...
Image Attributions
• Kindle Promotional Image (Slide 5)
 •   http://www.amazon.com/dp/B00154JDAI

• Contintenal Shelf (sli...
Amazon's Exception Experience with Kindle Marketing
Amazon's Exception Experience with Kindle Marketing
Amazon's Exception Experience with Kindle Marketing
Amazon's Exception Experience with Kindle Marketing
Amazon's Exception Experience with Kindle Marketing
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Amazon's Exception Experience with Kindle Marketing

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Sometimes you find a marketing program that is simply genius because it's based on a great insight, leverages an opportunistic market, and delivers with zero friction.

At Organic, we call these finds "exceptional experiences."

Recently, I was asked to share one of these experiences and I documented Amazon's innovative community marketing program for their Kindle.

Please note that this document is only an observation. Organic has no involvement with this program. Whoever did it for Amazon deserves a big high-five.

Check it out.

Chad Stoller
Executive Director, Emerging Platforms
Organic, Inc.

Published in: Business, Technology
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  • Amazon's Exception Experience with Kindle Marketing

    1. 1. Something Really Neat An Exceptional Experience in Community Marketing 04.23.09 Exceptional Experience™ © ORGANIC 2009. ALL RIGHTS RESERVED.
    2. 2. Disclaimer Organic, Inc has no association with Amazon. This document is an observation of great marketing. Congrats Amazon for a great insight, great idea and execution.
    3. 3. An “EE” • What is an exceptional experience? • What makes it so special • Surprise & delight
    4. 4. Product • New Amazon Kindle E-Reader • Second Generation • Moving from Early Adopter -> General Awareness
    5. 5. Challenges • High Price • New technology • Think different! • Hidden charges? • No retail = no demonstration
    6. 6. Merchandising • Who knows how to e- tail better than Amazon? • Every trick in the book is here.. • But how do you solve the last challenge?
    7. 7. Remember 8th Grade?
    8. 8. } Core product details, inventory and price } Video demonstrations } Tech specifications and tier 2 merchandising. } Sample of content selection. } Accessories } Assurance. Watch a drop test! OMG! } Comments from the community
    9. 9. But something is still missing..
    10. 10. Without retail, you can’t “touch.”
    11. 11. And at $359, i want to touch!
    12. 12. Why? • Imagine having a product that inspired people to share their passion • The curious want to be convinced • If someone asks for an opinion about your brand, shouldn’t it come from someone with some enthusiasm? • This isn’t relatively new .. social tools and like minded groups are challenging the traditional retail process
    13. 13. Thanks! Chad Stoller Executive Director, Emerging Platforms Organic, Inc. chad@organic.com twitter.com/cstoller
    14. 14. Image Attributions • Kindle Promotional Image (Slide 5) • http://www.amazon.com/dp/B00154JDAI • Contintenal Shelf (slide 7) • http://www.fao.org/fishery/topic/12356 • Earth Layers (slide 8) - no attribution because i lost my resource. 1,000,000 apologies
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