A Brand Resilience Example: How Takeout Kit Delivers Value
The current times have drastically changed the business and consumer landscape and its impact has been a true test and lesson in brand resilience. But challenges pave the way for businesses to revisit their strategies and take a smarter, mission-driven, data-driven approach.
That’s why we created this series of blog posts featuring best practices from standout brands. We’ll help clear the confusion as to what direction your business should take with examples of resilient growth marketing that you can apply to your enterprise—or take one step further.
Today, let’s take a look at startup brand, Takeout Kit.
Takeout Kit packages authentic world cuisine in a meal kit that foodies can easily prepare at home. With non-perishable ingredients measured out and accompanied by a recipe card, each Takeout Kit can be stored in the pantry and taken out when one feels like cooking. With 576 certified reviews, the proof is in the pudding!
What makes Takeout Kit a resilient brand?
1. Leveraging word-of-mouth and an organic outreach strategy
People love to talk about how delicious a home-cooked meal is and Takeout Kit masterfully utilizes positive word of mouth and organic marketing, that’s why we love this first strategy so much! With the aid of an easily-accessible review widget, an affiliate program that monetizes WOM, and PR to build credibility, Take Out Kit not only rewards positive brand experiences but creates cravings for their meal kits, cravings that eventually drive traffic and conversion rates.
They make referral marketing really easy by offering everything you need to spread the word:
If you’re still not convinced, just a 10% increase of word-of-mouth translates into sales lifts between 0.2 – 1.5%. With the right approach, referral marketing can be a really powerful strategy
How you can do this, and take it up a notch:
Boosting traffic through referrals and PR is certainly welcome but you can level it up with customer stories informed by positive brand experiences. Once referrals land on your website, or even better, on your product pages, reinforce a purchase decision with even more social proof.
And the more visual, the better. Encourage users to tell their story in a visceral manner: submitting photos together with reviews or featuring them on your website. Getting referred or published is the first step towards credibility but for the most powerful PR, there’s nothing quite like a great customer story.
2. Sold out products offer a link to recipes so you can DIY it
No meal kit, no problem. We love how Takeout Kit provides customer value with recipes they can follow while waiting for a sold-out product to re-stock. No delaying of gratification here!
How you can do this, and take it up a notch:
The DIY option is potentially valuable for all types of products. It is akin to telling customers “if you don’t want to buy now, here’s how to make it. But if you want it faster and easier, we can provide this for you instead.” Offering a DIY option for sold-out items is genius, but instead of offering access right away, take this opportunity to provide it in exchange for a sign-up. With valuable content, this could serve as a powerful, high-converting lead magnet.
Doing this hits two birds with one stone: provides value even if you can’t sell right now, and grows your email list. DigitalMarketer says it best: The best Lead Magnet squeeze pages will convert north of 50% of visitors into leads.
Imagine if you could convert half of your product page visitors into your email list. What would that be worth to you? And with something for customers to takeaway with them, they win too!
3. USPs are communicated straight away on the home page, and consistently throughout product pages
The Takeout Kit homepage says it all: travel the world with our quick and easy meal kits that last two months!
We love a brand that clearly communicates its USP and repeats its message consistently. Along with the two strategies mentioned above, Takeout Kit has created a solid message that reinforces customer value from meal kit to table.
How you can do this, and take it up a notch:
You know what makes your product unique. Repeat and magnify that value proposition throughout your website using visual cues and copy that paint a distinct brand experience. Takeout Kit already does a good job of playing up the “global experience” and they can amplify that on their product pages by using more experiential media such as stories, videos, and photos that appeal to a sense of wanderlust.
Takeout Kit teaches us that organic marketing, valuable content that fills gaps in inventory, and consistent communication of USP are all vital to brand resilience but as with every great strategy, there’s still room to grow!
Are you ready for resilient growth?
Take actionable steps to growing your brand today! Get answers to your most urgent questions by taking our Resilient Growth Checkup. Find out how ready you are for resilient growth marketing and identify the biggest road blocks to your business growth and how to solve these.
Or if you want to take it up a notch with predictable, profitable growth, check out our Growth Finder!