In my recently awakened urge to fix our lacking marketing, I came across BitsDuJour, a site promoting products in a pretty unique way - by offering huge discounts for a single day. That way, authors can sell large number of licenses in a single day. While offering huge discount is out of question for most promotions, it does make sense in certain situations.
- Launching a new product is one of such situations, and we will use BitsDuJour to get our new database manager/advanced SQL query tool Rapid Query v1.0 into hands of as many users as quickly as possible. Having hundreds of users of first version of your application is invaluable for feedback you get. You get to know what your customers need right away.
- When you know you will be getting a lot of users. It’s like offering a volume discount.
Paying users are special. They are generally very kind and thankful for all the ways you make their life easier. You want to communicate with customers much more than with prospects - trust me on this. Your customers are always much more dedicated to give you feedback and cooperate in improving your stuff than trial version users. They already crossed the psychological barrier of entering the credit card information, so they are very interested. Also, it is much easier to sell your new products and services to your existing customers than to any other group of your website visitors, so it clearly makes sense to get as many customers as possible. Of course, this applies if you have many related products or services.
BitsDuJour audience are impulse buyers. This means that product must not be too expensive - $20 or so is the optimal price. I decided to offer a full 90% discount on our proven $299+ product, Full Convert Enterprise. So, I will be able to see how many are more inclined to buy when they see they are getting 90% discount compared to 70% discount they will be getting for Rapid Query. In future, I plan to use A/B testing wherever possible, not only on our landing pages.
Full Convert is scheduled on BitsDuJour for March, 13:
http://www.bitsdujour.com/software/full-convert-enterprise/
If you ever wanted to get an industrial-grade database converter practically for free, that’s your day.
Tags: Marketing