HexClad’s Brand Strategy: How They’re Scaling Beyond Facebook
Summary
When your Facebook audience is tapped out, where do you go next? HexClad is expanding beyond digital to reach new customers—see how. (Hint: it involves direct mail.)
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Transcript
Strong AOV is a really good factor when it comes to prospecting and direct mail. and they have a strong AOV. A baseline level of brand awareness is really helpful. So you get that effect of, yeah, I've heard about these guys before. Just never really spent the time to investigate or never really got, you know, was ready to pull the trigger, but this got me to buy. They put together a beautiful mini catalog. I'm holding it for those watching on video.
Just kills it. They've got great creative, great social proof, a great assortment of product that goes beyond pans into knives and aprons and pizza steels and a bunch of stuff. All the ingredients for a successful program are there and they've just seen it continue to scale and scale and scale along with their incredible growth that they've seen throughout the company. know, significant pro has become a significant program for them.
And a great way to reach again new eyeballs that aren't just seeing their Facebook ads. That's why they went to the Super Bowl because at some point everyone on Facebook has kind of seen your ads a few times. Where are you going to find new sources of customers, new traffic, and new awareness?