Declutter Your Photo Life: A Book Launch, Free Webinar, and Paid Event

OVERVIEW: Anyone who actively uses a camera phone or has ever used any camera to take pictures will have a photo library. What happens when your photo library accumulates more photos without being culled or organized? Photo chaos. Declutter Your Photo Life, a print and digital book, was written to help all camera users manage their physical and digital picture archives. In doing so, users can avoid photo chaos, otherwise known as ‘photo clutter.’

WHO: The intended audience for this campaign was anyone who uses a camera, DSLR, mirrorless, or phone, to take and save pictures to a personal library of pictures. By reaching this audience, I would be able to offer them value on how to better manage their picture libraries.

WHAT: This campaign was designed with two distinct purposes. The first purpose was to promote and drive sales of Rocky Nook’s and author, Adam Pratt’s book Declutter Your Photo Life. This campaign, and the component of the free webinar, was designed secondly to funnel sales and drive audience members to the author’s and Rocky Nook’s pay-per-ticket, online event. While the book launch email campaign promoted a webinar free to the public, the paid event offered Early-Bird tickets at $50 a piece for a limited time, and General Admission tickets at $75 a piece.

WHY/HOW: There are a number of ways in which Rocky Nook seeks to drive D2C sales. Primarily, Rocky Nook retails books and online courses/events to customers. One of the ways in which Rocky Nook can make sales is to create value of these products for customers. Because Rocky Nook would be hosting a paid course from author Adam Pratt, I worked extensively with both Pratt and other internal stakeholders to define the paid event’s objectives and how to execute it. When the paid event was defined, I began strategizing the author’s free webinar, which would launch and hopefully start to funnel customers to the following paid event. My priority was how best to situate audience to find enough value from the free webinar that they would be more willing to pay for a follow-up course a month after.

RESULTS: Across a campaign run-time of two weeks, the suite of emails’ results were an Average Open Rate of 38% (11,560 opens), and a CTR of .7% (210 unique clicks). The unique coupon, DECLUTTER40, was used 25 times at Rocky Nook’s online store for $380 in total gross book sales. The free webinar sourced 265 registrants. The paid event, which sourced 51 paying attendees and grossed $2,995 in event sales, had 17 attendees (33% / $850) who also participated in the author’s free webinar.

RECORDING LINK: Delcutter Your Photo Life: A Book Launch and Webinar