How to Create Buying Moments: Give People a Reason to Buy All Year

“You’re never gonna make a big impact on Black Friday.”

Should you worry if frequent promotions will hurt your brand equity?

Sean Frank (CEO, Ridge), Matt Bertulli (CEO, Pela Case and Lomi), and Mike Beckham (CEO, Simple Modern) break down how Ridge manufactures demand instead of waiting for it. A slow summer becomes an 8-figure-plus sales season, anchored by a Lamborghini sweepstakes with Tony Hawk. 

Sean walks through how the campaign evolved from a $100K MVP into a five year, celebrity backed giveaway with a grand prize built in. He explains why a 45-day window beats trying to own a single day like Black Friday. The hosts continue to cover why a wider product catalog creates more natural sales peaks throughout the year. 

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