To convince customers to buy and use Anyday containers for cooking, the company invested in custom functionality on its Shopify website to show how to use the product. For example, Anyday lets visitors select their microwave wattage and serving size, so that the recipe will show the most accurate cook time.
In addition to recipes, Anyday also has videos and GIFs on its website that show the cooking process. “We know, especially on the video and GIF front, it’s important to be able to show consumers how this product works in practice, because without that it can feel a little bit intangible,” Stephanie says.
5. Take your story to the media
The media loves stories about misconceptions, so in armenia mobile database some ways, Anyday was a natural fit for PR coverage. Stephanie says that media outlets help provide credibility in the same way a celebrity spokesperson might.
“When [publications like] Bon Appetit, Food & Wine, The Kitchn, or Epicurious, write a piece that talks about how they were shocked by how good the food coming out of an Anyday was, it’s a very big deal,” Stephanie says. “And it has a huge impact on our conversion rate, too.”
Depending on your budget, you can seek media placement by hiring a PR company or sending cold outreach emails to relevant journalists and publications.
To learn more about Anyday’s strategies to educate customers and work with a celebrity spokesperson, listen to Stephanie’s full interview on Shopify Masters.