Food52, a site known for its recipes, community and carefully selected products, wants people to eat thoughtfully and live joyfully. In order to accomplish that, the content and the commerce halves of the company must work together.
Black Friday, Cyber Weekend and other holiday sales represent about 35 percent to 40 percent of the company’s total revenue for the entire year, according to brand president and co-founder Merrill Stubbs.
“We all love this time of year because it’s so buzzy and fun,” Stubbs said, “but there’s a fair amount of pressure. It’s our moment to shine and to be creative and helpful. We don’t want to let anything fall through the cracks.”
The brand redesigned their Shop pages the week before Thanksgiving and invested in back-up servers that could handle any wild traffic increases; with lessons learned from previous years (on Black Friday 2016, the site’s sales tax calculator broke down, making it a “tax free weekend” for shoppers) and additional marketing support from Agency Within, the many teams of Food52 were as prepared as they could be.
Most emails, especially those including marketing messaging, had backup plans in case sales weren’t hitting their goals; editorial franchises and creative imagery shoots had been planned in advance to provide both fresh content and much-needed advice; and, with the help of online services like Google Drive’s products and Slack’s messaging service, the company was ready to enjoy the holiday, be there for its readers and direct them to its hundreds of unique products.
“We’re not a discount company,” said CEO and co-founder Amanda Hesser. “While there’s a focus for us on Black Friday and the whole weekend, we know we’re a trusted resource for our readers. It’s important for us to stay true to ourselves as a company.”
Adweek spent several hours over multiple days with the team, including in their Slack channels, over the Thanksgiving holiday weekend.
Read the entire article at AdWeek: http://www.adweek.com/digital/how-independent-publisher-food52-used-email-to-handle-thanksgiving-and-cyber-weekend