Bark.co, the company behind the popular subscription service BarkBox, has a unique space in the pet industry with clever marketing tactics. They cater to dogs and their owners with some really unique products. Here are three key tactics used by Bark.co to drive sales and foster customer loyalty:
1. Upselling Through Creative Testimonials
Bark.co has mastered the art of using customer testimonials to upsell products effectively. Instead of relying on generic reviews or testimonials, they craft testimonials that highlight specific products benefits in a fun way.
Example: Bark.co often features testimonials that feature dog pictures instead of the owner and then they tie it to the specific product they are taking about. In this specific example Bark targets food topper and dental kits.
Key Takeaway: Looks for creative, out of the box ways to utilize customer reviews or testimonials. Use tools such as Dorsely to collect testimonials you can use in your marketing. Find opportunities to upsell your customers. Highlight unique product features that enhance the user experience to drive additional sales.
2. Evoking Emotion Through Great Imagery
Bark.co leverages high-quality imagery that evokes emotion. They understand that great visuals can tell a story more powerfully than words alone. Whether it’s a photo of a dog joyfully playing with a new toy or an owner bonding with their pet. This is a staple in many of their emails.
Example: Their campaigns for dental kits show images of happy dogs, enjoying the treats. These images not only showcase the products in action but also create an emotional connection, prompting customers to think, "My dog would love that!" “I see my dog in that picture”
Key Takeaway: Use high-quality imagery that evokes emotions to connect with your audience on a deeper level. Show your products in real-life scenarios that reflect the joy and benefits they bring to your customers.
3. Creative Summer Product Marketing
Bark.co leans into seasonal marketing by launching creative product lines that align with the time of year. Their summer campaigns, for example, are designed to make the most of the season's vibe, offering products that are both fun and practical for warm weather activities.
Example: For a summer campaign, Bark.co take a normal everyday product and markets it for summer. They understand that often times little dogs don’t drink a lot of water, so they explain how their Broth Topper can help bridge the gap. This is a very smart tactic, that we often see areas of product marketing. Such as positions corn tortilla chips as “Gluten Free” chips.
Key Takeaway: See if you take a standard run of the mill product you offer and reposition it as a seasonal product. Seasonal marketing can create urgency and tap into the emotional mindset of your customers, driving sales and engagement.
