Primary launched by giving early users a year of free shipping
Christina Carbonell · Primary: Christina Carbonell and Galyn Bernard · Jan 15, 2024 · at 38:55
Christina Carbonell, co-founder of children's apparel brand Primary, recounts the company's day-one marketing and customer acquisition strategy at its March 2015 launch.
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“First of all, the first thing we did from a marketing perspective is we armed everyone we knew, friends, family, and investors, with a personalized promotion code that gave anyone that used it free shipping for a year, which was kind of a, yeah, crazy offer. And that was a really effective way to just leverage everyone we knew to get the word out on day one.”
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“I think we would argue that it has benefited productivity as well as employee loyalty, which both have very tangible benefits for the company.”
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“And what was interesting to us was that that was really exciting to us, but it was really boring to everyone else who was in this industry. This was the afterthought to them. The basics were boring.”
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“And the other thing I think we would say is that brands are not built by playing it straight down the middle.”
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