Anatomy of a Good Marketing Campaign from a Customer’s Perspective

This is a story all about how…EVELO, an electric bike company, got me down their marketing funnel.

Lately, I’ve been obsessed with electric bikes. I want one. Bad.

The e-bike market is going crazy right now. There are so many kinds, with new ones popping up every day. I know I want one, but I don’t know which one I want. I don’t know the terminology and I don’t know what features to look for. And because they are pricey, I want to make sure I get the right one for me.

Step 1: Collect contact info from potential customers
So one day I was doing what I do when I want something I can’t afford… I googled “contests to win a free ebike” and ran across a contest from EVELO.

Sure, EVELO, take my contact information in exchange for the chance to win a bike. I don’t mind. I’m used to trading my contact information for things. #Millennial, amirite?

After signing up, they sent me some emails, which was to be expected. But what wasn’t expected was the content of the emails.

Step 2: Determine customer needs
The first had the subject line “We’d love to help you!” Inside, they gave me some choices, so I could let them know where I was in the buying process:

1. I’m just interested in the technology but I don’t really expect to buy a bike anytime soon.
2. I’m very early on in the process, and don’t know much about electric bikes. They seem like a good idea.
3. I think I have a pretty good grasp on the information, but have some technical questions.
4. I’m very interested in EVELO bikes, but have some concerns I would like addressed before I move forward.
5. I’m ready to buy an EVELO and I will either place an order myself or you can call me an assist with the process. I’m excited!

Omg, I thought. This is exactly what I need! I clicked on number two. Then I got another email.

“There’s so much information out there that it’s super easy to get lost,” they said.
“Um, yeah,” I said.

Step 3: Provide solutions to those needs
And they provided two links. One to a bunch of three minute videos that walked you through simple FAQs and another to a Complete Buyer’s Guide.

Hell yes, EVELO. Way to provide actual value and not be gross about pushing your brand. Click, click, click!

Often, once a company has your contact info, they toss you on a list and immediately start selling to you without even knowing what you’re looking for. I get it, it’s hard, I’m completely guilty of that very thing.

But what struck me about Evelo’s campaign was not just how valuable the info was, but just how simple it was. There were no tricks to figure me out. They simply said, “We’d like to help. Let us know where you’re at, so we can meet you there.”

I haven’t purchased an ebike yet, but EVELO is now a known brand to me, and I am more likely to trust them, because they helped me out and they weren’t slimy about it. And that’s all any customer really wants.

Kudos for a well done campaign. Please give your marketing person a raise.