courtenaybird | Birchbox has figured out a way to get women to pay...

"Birchbox has figured out a way to get women to pay money to be marketed to. The last time that happened: glossy women’s magazines, but this is a smarter, interactive version of that. The boxes cost twice the price of a newsstand magazine and you get five or six samples. They’re often themed (travel, summertime, partnerships with Gossip Girl, Gwenneth Paltrow’s Goop, or Glamour magazine). The boxes contain editorialized descriptions of the products that direct users to check out how-to videos on Birchbox.com. Friendly email reminders drive traffic to the site’s editorial content as well. Beauty obsessed subscribers tape themselves “unboxing” their package each month.

That doesn’t happen with a magazine."

- The beauty of Birchbox: it’s not subscription commerce, it’s marketing that women actually pay for | PandoDaily

#advertising #birchbox #marketing #tech #women #beauty #fashion #makeup #media

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courtenaybird posted this

I lead biz dev & sales at UNION METRICS. We do impact and engagement analytics for Twitter (TweetReach) and Tumblr.

Born and raised in Atlanta, I completed my Master's in Digital Media at Georgia Tech and moved to San Francisco in April 2010 to consult on new media strategy for top companies and consumer brands.

courtenay [at] unionmetrics [dot] com

@courtenaybird