"Live Shopping ist etwas für Freaks", war eines der Leitmotive der Live Shopping Days Berlin. Ein aktueller Artikel über Woot! unterstreicht dies:
"We consider ourselves our own audience," says creative director Dave Rutledge. "It's hard to explain to somebody who isn't a geek of some kind how to market to geeks. There's too much nuance to it."
It evidently hits the mark: The four-year-old site now has 1.75 million users, and two spin-offs, shirt.woot.com and wine.woot.com.
But Rutledge has found four important angles for marketing to geeks, which he defines as people who obsess over something and want to know everything about it: skepticism, self-deprecation, transparency and lots of stats.
"We know our audience will be very skeptical of anyone selling anything," he says. "Does it live up to its hype or not? If not, we want to be the ones to say it rather than having our comments fill up. At the same time, we're admitting that we are trying to sell this stuff."
Kommentare