A Tale of Crazy Good Marketing Storytelling: Poo~Pourri

A Tale of Crazy Good Marketing Storytelling: Poo~Pourri

We’ve got a pitch for you.
Imagine this: a tiny bottle of magical mist you can spray into the toilet to cover up unpleasant bathroom odors. People will love it, right?
If you’re like most people, you’re probably thinking, “That’s a crazy idea.”
You’re probably also thinking, “Aren’t there already 10,000 products identical to that on the market?”
You may even be thinking, “There’s no way that would ever sell.”
You’d be right on the first two and dead wrong on the last one.
Here’s why it would sell. Let your mind be BLOWN…

Be introduced to Poo~Pourri, a wacky “spray before you go” bathroom mist that’s gone viral and sold millions of products. “How,” you ask? Because of its incredibly creative use of brand storytelling.
I’m going to dissect just how this crap “made it” (so well, in fact); and five essential lessons you can learn from the way they’re winning. Let’s proceed!
poo pourri

Who (or What) is Poo Pourri?

Head to the Poo~Pourri website and you’ll find a page that immediately resembles something from Alice in Wonderland, complete with an embedded video of a pretty princess who is, presumably, squatting on her porcelain throne. The entire page, from the font to the color scheme is decidedly elegant and playful. And, at first glance, the only thing that really clues you into what the product is all about (besides the name, of course) is the slogan beneath the brand’s logo: “Spritz the bowl before you go and no one else will ever know.”
Before we hop down the rabbit hole of what makes Poo Pourri such a genius brand, it’s important to understand where the brand came from in the first place. At the top of the page, beneath a header titled “The Magic of Poo,” there’s an “About us” section (it’s called “The Story of Poo”). We must warn you, though, this “About us” is likely different than any you’ve ever seen.
It starts out innocent enough: the founder’s name is Suzy and she started the brand as the “first natural, truly effective solution to a universal problem.” In her words, “Poop happens, and it stinks!” She goes on to encourage you to “Take a shift!” and allow Poo Pourri to liberate you from “toxic thoughts and ingredients” because, hey, you’ve “got more important crap to worry about!”
Does this introduction have the six-year old inside of you giggling and blushing? Good, because we get the distinct feeling that that’s exactly what Suzy is going for. We’re willing to bet, however, that you’re also silently acknowledging that Suzy is indeed right. This is a universal problem.
And therein lies the first stroke of genius.
Since its inception, Poo-Pourri has sold more than 4 million products and that number only continues to climb. These products are neat little 2 – 4 oz spritz sprays, all natural with essential oils and no parabens or chemicals (which I personally love!), and start around $9.95 without shipping per bottle. The products even have cute little names, and the product descriptions themselves maintain the storytelling vibe.
poo pourri product
Even if you agree that nicely-packaged bathroom spray is a sensible idea, it still seems almost unbelievable that such a company should experience such runaway success.
It’s happening though, and the brand owes it all to storytelling. Something we talk a lot about (here, and here, for instance.)

How Poo Pourri Rocks Storytelling

Remember that embedded video on the main page of Poo~Pourri’s website? Well, they made a few original stories with the same lovely British redhead – 12, to be exact. Delight yourself in the crappiness of their entire channel, here.
Hilarious, right? Hilarious and slightly cringe-worthy, as well. The latter part owes largely to the fact that that video may be the single most daring and honest marketing video you’ve ever seen. Honesty is a theme that runs throughout the website.
From the unique section titled “Let’s Talk Crap” at the bottom of the home page (where you’ll also find the below “Hey Girl” gem) to the attractive product photos throughout the site, the brand’s home page manages to be hilarious, bawdy, and just sophisticated enough to pull it all off.
Hey Girl Meme
How does Poo~Pourri pull it off, though? And how do they take all of that storytelling and transform it into something that genuinely helps the brand make sales? The answer is that they use a series of tried and true marketing tactics that they infuse with their own individual flavor.

5 Marketing Lessons to Learn from the Storytelling Genius of Poo~Pourri

Here are the top 5 things we could all learn from Poo Pourri.

1. Know your audience

You’ve heard this before and you’ll hear it again but, come on, is there a brand out there that knows its audience better than Poo-Pourri? Doubtful. It’s clear from the get-go that Poo-Pourri is aimed at young, eco-conscious females everywhere that are having a hard time bucking the social norms associated with bathroom business.
If you need extra evidence of this, consider the video titled “Girls Don’t Poop.”
The video underlines the product’s quality by boasting that Poo-Pourri has more 5-star ratings on Amazon than the iPhone 5. It also offers a good-natured nudge at self-consciousness that generally surrounds bathroom visits. As Entrepreneur points out in their article on the company, “Everyone has a use for a spray that makes bathrooms smell fresh, but Poopourri did not target every Tom, Dick, and Harry.” Because of this, the brand is dominating while other bathroom spray brands are…stinking.

2. Be bold

If there’s one thing Poo-Pourri doesn’t do, it’s tread lightly. Phrases like “dirty little secret,” “tiny astronauts,” “chocolate éclair,” “intestinal cigar,” and “heaping dump” are prevalent throughout the brand’s advertisements.

And, yes, while we know that the majority of those phrases are enough to make you blush, they’re also bold. One of the best things this brand does is remove the timid language that often surrounds the topic of bathroom use. In doing so, they make the topic relatable and create an environment in which people can say, “Hey, yeah, I can totally relate. I’ll try this stuff out!” Unconventional? Yes. Brilliant? Absolutely.

3. Provide some comic relief

Let’s be honest, nobody really wants to talk about poop. But since Poo-Pourri does it in a funny, lighthearted way, it’s easier for customers to approach. Also, it’s infinitely obvious that whoever wrote the web copy for the company’s site had a great time doing it. This translates through to the reader and makes it easier for the customers to enjoy themselves on the page, translating into more sales and more brand engagement.
As a side note, let’s remember that, while Poo~Pourri is bawdy, a touch lewd, and very bold, it manages to balance those things with levels of professionalism, sophistication, and attention to detail that prevent it from ever coming close to unsaleable.

4. Be unique

What Poo Pourri is doing right now brings to mind what Dollar Shave Club has done in the last few years. While neither bathroom odor-maskers or razors are revolutionary products, both brands have managed to package and market their products in such a way that makes them seem so.
In the case of Dollar Shave Club, it’s ad copy that portrays the woes of people who don’t change their blade often enough. In the case of Poo~Pourri, it’s an all-natural product that comes packaged in a beautiful bottle that features a distinctly vintage appearance.
Reminiscent of high-class French toiletries, these little bottles instantly make customers feel like they’re holding an expensive and exclusive product. When a product looks great and performs even better, you can guarantee it’s going to be a hit with customers.

5. Own it

Throughout their website, Poo~Pourri continually says “Own your throne!” and they mean it. It’s evident, however, that the company takes that to heart. In addition to owning their thrones (as we assume they are) they’re also owning everything with the same flavorful style, from their brand message to their web copy. There’s not a piece of their website that feels boring, predictable, or pasteurized.
I think this is a huge key to their success across the board: they really, really commit to the level of storytelling they’ve exhibited. Which only means that someone over at Poo~Pourri is really, really, really, really… you get it… creative.
Everything is thoroughly, vibrantly on-brand, and it’s refreshing.
Take, for example, the social sharing buttons at the bottom of their home screen:
poo pourri
“Let me take a #shelfie,” “Ladies and gentleman, start your hot glue guns,” and “giveaways on giveaways on giveaways”? Of course I’m going to share that. Sharing that seems fun. How could I not share that?
Of course, that’s exactly the reaction those buttons are meant to produce and they do a fantastic job of it. Now, if those buttons had just featured the names of their respective social networks, it wouldn’t be nearly as much fun and I wouldn’t be nearly as compelled to share.
Poo~Pourri knows that in order to stand out in the minds of your customers, you need to craft a unique and original brand message that pervades through every aspect of your marketing. They’ve done this and, frankly, we could all stand to learn a thing or two from them.

Conclusion

If you’d never heard of Poo~Pourri before this post, I trust your life has been changed. What’s more, I virtually guarantee that you’ll think of this brand the next time you use the bathroom. While this little company is still small compared to some of the scent-eliminating giants out there, it’s obvious that their brand message is set to take them far.
This is due in large part to the fact that the brand is just so dang good at storytelling. From their commercials to their web copy and everything in between, Poo~Pourri is a brand that you can’t forget and can’t help but identify with.
Need a creative pen for hire? Check out our creative writing services.

20 Brands That Blow It Away On Instagram & What To Learn From Them

20 Brands That Blow It Away On Instagram & What To Learn From Them

Have you ever snapped a picture, applied a filter, and shared it to your followers with a fun hashtag describing your feelings as you post?
Then you’ve used Instagram.
Instagram is an amazing social channel that provides people with the ability to give their followers a glimpse into their everyday lives.
Many times this means a ton of cat pictures, selfies, and the occasional food and beverage shot.
However, there are businesses and brands out there that are taking their Instagram game to a whole other level, hitting it out of the park with their strategy.
I am going to look at these amazing brands, helping you find some great Instagram inspiration for your own strategy.

Learn from the best out there.

Learn from the best out there.

20 Brands that are Amazing on Instagram

What are some brands that can give you excellent Instagram inspiration? I am going to take a look at some of the top ones when it comes to excellent content.
1. John Deere
Tractors, farming, spending time with family, and living off of the earth are all things that John Deere shares on their social channels. When you look at their Instagram page, you can immediately tell what they sell, and how much they value family and hard work. This is a great illustration of a brand knowing their audience base, and creating images to share that will easily connect with fans, followers, and customers.
2. Billboard Magazine
Keeping up with the latest music news is something everyone loves, and Billboard Magazine helps with that. They provide their followers with “insider info” and give behind-the-scenes looks at various projects, concerts, and more. BTS is a great way to interact and engage with your audience.
3. The White House
It’s pretty obvious that the White House staff is pretty stellar at social media. They understand that working with the public is a great way to bolster positive attitudes, which is a great inspiration for everyone, including businesses. Work to promote positivity, and you’ll start to notice more positive change around you.
4. NASA
NASA has a variety of excellent Instagram accounts, giving followers and fans excellent content that they all want to see. You can follow their main account, or you can choose different ones from different laboratories, space centers, and missions. This guarantees that you will be able to get the content you want, without having to sift through other content you aren’t interested in.
5. Intel
Seeing the latest innovations in technology and watching as awesome things are created can be an exciting thing for many people. When it comes to showing these, Intel is tops, giving all of us a great look into the future of technology. In addition, we see great behind-the-scenes elements, which creates great personal connections with all fans, followers, and customers.
6. Virgin America Airlines
Virgin is known for their swanky airline, and their Instagram shows just how awesome it is. Just a short, quick look at their pages shows some awesome photos of the airline, all with the signature purple lighting that everyone associates with them. This is a great illustration of keeping something consistent, whether a particular color scheme or voice, when it comes to using any social channel.
7. Taco Bell
You don’t have to like their food, but it is pretty hard for anyone not to laugh or enjoy this brand’s epic social media and advertising campaigns. They utilize humor in some of the best ways possible, making great connections with their fans and customers. But, like I said, even people who aren’t fans of their food still love their hilarious approach to all marketing.
8. Warby Parker
Warby Parker is a great place if you want designer glasses, as well as having a passion for helping those in need. The company knows that the main customer base they want to reach incorporates the younger generations, and their Instagram shows that. They truly are masters at creating content that young shoppers are likely to enjoy.
9. Macy’s
Fashion and fun are two major aspects of Macy’s Instagram account, and they capture it all amazingly. From giving suggestions on how to style the best minion outfit to celebrating the USA women’s soccer team, Macy’s knows how to connect with their audience. They are an awesome example of just how to utilize something that is currently trendy, as well as something that can bring everyone together in joy and celebration.
10. Game of Thrones
Whether it is when the show is airing, during a convention, or when the snow drifts start piling up, the Game of Thrones Instagram is on the ball. You get great behind-the-scenes looks at the series, plus fun photos of the cast at various Game of Thrones events. This really helps make all GoT fans feel like they are involved in this awesome series.
11. Starbucks
What’s Instagram without a picture of food and a Starbucks coffee cup? Their Instagram is filled with photos of the current marketing campaign, pictures of store locations, videos, and, of course, those coffee images. Starbucks is a great source of inspiration, no matter your industry, when it comes to social media.
12. GoPro
From an impactful bio to great fan-made images and videos, GoPro is an excellent example of involving clients and using Instagram to the fullest potential. You can expect to see amazing fan-captured items that are sure to make anyone want to use a GoPro camera. How can you implement anything from such a popular company? Simply by involving your clients and sharing media that is created by your client base; just share images they send in and have a blast.
13. H&M
H&M knows that their client base is one that appreciates fashion, fashion tips, and fashion industry news. And this is exactly what they share with their 8.4 million followers. You can see great style ideas for Bohemian-chic, how to relax at the beach, and the latest from whichever fashion week or show the brand is at. With fun videos, great behind-the-scenes looks, and excellent product images, H&M is definitely a leader in the world of Instagram. Take a look at their channel for some epic inspiration.
14. He for She
#HeForShe is an amazing social media campaign that is aiming to get young men involved in and supporting women’s rights all over the world. They mobilized this initiative over Twitter, Instagram, and Facebook and have had an amazing social strategy that brings people together.
15. Habitat for Humanity
Habitat for Humanity is another excellent example of a non-profit and how they utilize social media. For this particular non-profit, stories are vital to connecting with their donors and volunteers. Their social channels are filled with the latest stories of families helped, which is a great encouragement for many to get involved and help others.
16. Target
When it comes to a brand that knows how to use social media and Instagram, Target is definitely one of the top ones. Their channel is filled with vibrant colors that make their whole store and online shop seem like an amazing, inviting place. There’s no way you can feel anything but happiness when you see a Target Instagram post pop up in your feed.
17. NFL
For many Americans, it is a sad day when football isn’t on the TV. However, football fans don’t have to wait until the season kicks off to enjoy excellent football related content. With the NFL’s Instagram account, fans get the chance to see excellent news from within the NFL, as well as great countdowns until football is back on everyone’s TVs.
18. Sharpie
Thinking outside of the box and creating an amazing and unique Instagram presence can really help you stand out from competitors. This is exactly what Sharpie does, with a feed filled with fun images and creativity. Get creative, and even get some great creations from your readership and establish an epic Instagram presence that everyone will remember.
19. American Express
This is a great social channel for anyone who enjoys traveling, seeing new sights, drinking coffee, or almost anything else. The goal of American Express’s Instagram is to show just how AE can be used for almost everything out there, which means they are always reaching out to different audiences. This is an amazing example of creating great, gorgeous, high-quality content that isn’t limited and can reach out to a broader audience.
20. A Lady in London
People love to travel, but it isn’t always feasible with tight budgets. But A Lady in London gives everyone the chance to travel around England’s famous city and see some gorgeous sights. She connects with people through images that people can immediately recognize, as well as showing them “off the beaten path” locations. This is a great way to engage with followers and give them amazing content they are sure to enjoy.
Insta-spired: Create an Epic Instagram Strategy
Take some time to get inspired by these excellent Instagram channels to create some amazing images to share with your audience.
You can find great ways to connect and engage with your client base, giving them quality images, and involving them with your business.
If you are looking for great, written social media content then look no further than Express Writers. We can make some epic written content for your business, helping you make that initial connection with your customers and followers.

How To Make Sure Your Brand Is Publishing High Quality Content (Infographic)

How To Make Sure Your Brand Is Publishing High Quality Content (Infographic)

We know that content quantity and quality go hand in hand these days – without either you really can’t achieve footing in the content marketing sphere. So how does one ensure they are publishing high quality content, in the quantity of it all? Let’s take a look.
If you liked this infographic, we’d love to hear from you in the comments – and feel free to share the love! 
How To Make Sure Your Brand Is Publishing Quality Content infographic
Transcript
73% of people would rather be informed by a series of informing and interesting articles than traditional advertising.
Interesting content is the top 3 motive for consumers to follow brands on social media.
78% of people believe organizations and brands that create quality content want to build positive relationships with them.
Content leaders who produce quality content receive 7.8 x more unique site traffic than content followers.
Creating quality content is the most effective SEO strategy.
Google released a new “Phantom algorithm” in April 2015 which places the quality of content as the top priority.
6 Dangerous Pitfalls that Always Lead to Poor Quality Content
First, let’s talk about what NOT to do. These six major no-nos will damage the relationship with your readers and tarnish your SEO efforts.

  1. Duplicate content will compromize your SEO strategy.
  2. Forgetting and not focusing on the user experience reduces the amount readers will share your content.
  3. Keyword stuffing & creating content that is not interesting to readers.
  4. Content that has spelling and grammar errors damages your credibility as an expert.
  5. Link-baiting titles that don’t lead to quality content undermine the trustworthiness of your brand.
  6. Failing to meet the needs of your readers will lead to a failure to build relationships with your customers.

5 Steps to Guarantee Quality Content Every Time
Marketers spend almost 1/3 of their budget on content marketing efforts. But are they asking themselves if what they produce is high quality? Here’s how you can make sure you’re always publishing high quality content to get the return on your investment.
Step 1: Who are you trusting to create your content?
If you’re relying on a nobody to create your content, you’re risking damaging your brand with poor quality that doesn’t resonate with your reader. Expert writers not only bring professionalism and experience to content creation in order to create accurate and stylistic writing. Expert writers also have a deep understanding of your niche and can create unique content that genuinely informs and interests your readers, i.e. if you are a legal company, be sure to hire an expert legal writer.
Step 2: Know what types of content performs well in your industry
Software helps you to identify and analyze what types of content work well in your industry. Buzzsumo helps writers to strategize their content marketing and create content that is statistically proven to work well.
Step 3: Plan content that has competitive edge
Software (we suggest SEMRush and BuzzSumo) can help monitor content created by competitors. Planning content strategically against the context of competitors’ content gives brands the competitive edge and creates quality content that readers love.
Step 4: Utilize the power of content auditing
Marketers use content auditing to uncover data that informs effective and efficient content marketing. Content auditing helps brands to ensure that the content they create is always high quality.
Step 5: Ensure that your content passes at least two pairs of critical eyes
Quality content should always read well, be void of spelling and grammar errors with clarity and concision. Even the most experienced expert writers may miss small errors in writing. Ensure that your content is proofread by professional editors.
What Types of Quality Content Can Your Brand Produce?
One of the biggest challenges for brands is to consistently create high quality content that remains high quality. Quality content comes in all shapes and sizes. There are many opportunities for your brand to create quality content.
Here are just a few types of content your brand can create:

  • Blogs
  • Web pages
  • Infographics
  • Whitepapers
  • Press releases
  • Social media content
  • SlideShare presentations
  • Storytelling through creative copy, etc.
  • Video content
  • Ads & email newsletters

 
References
Thomas Smale, Entrepreneur | http://buff.ly/1RC9C1e
Chantielle MacFarlane, Unbounce | http://buff.ly/1RC9ZJ7
eMarketer | http://buff.ly/1HBm1bP
NewsCred | http://buff.ly/1Mdzhd4
Kapost | http://buff.ly/1MdBjtz
Lee Odden, Top Rank Blog | http://buff.ly/1HBtPKx