Success Story Academy: from ZERO Case studies usually show successful results and impressive numbers.
We ourselves, since Stratego Swat exists, have published many on our blog and on our social networks (each one more beautiful than the other).
But today I want to tell you a different story.
A successful marketing campaign started from a failure.
The client is “Perbellini Academy”, a photography school founded by Luciano Perbellini, a photographer and loyal customer since 2018.
Why share a failure?
If you’re an entrepreneur, you’ve probably invested time and money in an idea that seemed like it would be a huge success… and then ended up being a flop.
Happens.
It’s part of the game.
But like any failure, this one also brought with it a series of valuable lessons.
Lessons that laid the foundation for our subsequent extraordinary success, and which I now want to share with you.
We start from failure
January 24, 2018, 6:40 p.m.
Luciano contacts us with a brilliant idea: selling iPicky online.
But what is iPicky?
It’s a photo frame with magnets that allows you to change the images inside. It was designed by Luciano and his partner Valeria.
Here it is:
The idea of iPicky had been successful: in their shop and at live events (and therefore OFFLINE), Luciano and Valeria had managed to sell many pieces.
So they thought, “Why don’t we try selling them online?”
I told you beforehand: it didn’t go as they hoped.
After 6 months of collaboration, the numbers have confronted us with a bitter truth: this product was NOT suitable for sale on the web.
(Even though the customer appreciated Rich People Number Data our contribution anyway, as Valeria testifies in this video):
Testimony Valeria Article GP
What didn’t work?
(Be careful, here comes the most interesting part)
Let’s take a step back….
If you’ve been following me for a while, you know that there is ONE crucial question that every entrepreneur needs to answer when selling online.
“Why should people buy this product/service from me instead of competitors or not at all?”
Attention.
“Because my product is good” is not an answer. The world is full of good products.
“Ok Gianpà, but mine is really excellent!”
Of course. The problem is that your Cracking the Code: Beyond Serial (Boost Sales & Customer Satisfaction) customer cannot verify it until they buy it. Marketing is used to make you perceive PREVAIL VALUE, that is, it is used to increase the perceived value towards potential customers who have not yet bought.
