In this episode of the Ecommerce Marketing Podcast, host Arlen Robinson interviews Jordan West, the Founder and CEO of Mindful Marketing. Jordan shares his insights on the gated launch method and how it can be a powerful strategy for ecommerce businesses with a loyal following.

Key Takeaways:

• Introduction to Jordan West (00:00:10)
  • Overview of Jordan’s background and experience in owning multiple brands and an agency.
• The Gated Launch Method Explained (00:05:00)
  • Pre-requisites (00:06:00): Importance of having a strong SMS list and a VIP group.
  • Building a VIP Group (00:07:30): Use Facebook groups to aggregate your best customers and provide special privileges.
  • Combining SMS and VIP Groups (00:09:00): Pairing these tools can significantly enhance the success of a gated launch.
• Steps to Execute a Gated Launch (00:12:00)
  • Preparation (00:12:30): Announce the launch two weeks in advance, using all communication channels.
  • Password Protecting the Site (00:14:00): Lock the site 12-24 hours before the launch, allowing only VIPs to access it first.
  • Exclusive Access (00:15:00): Provide a password to VIPs and SMS subscribers to create a sense of exclusivity.
• The Psychology Behind Gated Launches (00:18:00)
  • Micro Commitment (00:19:00): Entering a password creates a small commitment, making customers more likely to purchase.
• Case Study: Successful Gated Launch (00:20:00)
  • Results (00:20:30): Example of a launch achieving $250,000 in sales within 24 hours without discounts or ads.
  • Customer Engagement (00:22:00): The importance of building anticipation and engaging with customers through multiple channels.
• Suitability of the Gated Launch Method (00:25:00)
  • Not for Everyone (00:26:00): Best suited for brands with a loyal following rather than those relying on cold traffic.
  • Building Community First (00:28:00): Focus on creating a strong community and an SMS list before attempting a gated launch.
• Mistakes to Avoid (00:30:00)
  • Insufficient Promotion (00:31:00): Ensure adequate promotion and build-up before the launch.
  • Avoid Cannibalizing Sales (00:32:00): Be cautious about using the method for sales unless willing to risk pre-launch sales.
• Alternatives to Facebook Groups (00:35:00)
  • Other Platforms (00:36:00): Consider using Slack or Discord if Facebook is not preferred, though Facebook is more user-friendly for general audiences.
• Examples of Successful Gated Launches (00:38:00)
  • Reference to ‘Contagious’ by Jonah Berger (00:39:00): Insights from a fashion brand that used gated launches to boost sales.

Guest Information:

Jordan West

• Founder and CEO of Mindful Marketing
• LinkedIn: Jordan West Marketer
• Website: Mindful Marketing Co