This Independent Bookshop just Attacked Amazon AND People are in Full Support
A Lisbon bookstore called Salted Books pulled off an incredible marketing stunt.
And all it took was a simple message attacking the giant of their industry.
This is their new packaging and apparently their new positioning as well.
Since Amazon’s arrival in 1995, the number of independent bookstores has decreased by 63.2%.
And Salted is standing up for themselves…
And all the independent book stores in an attempt to connect their readers with the same mission.
Here’s why it works…
1. They’re not just selling a book. They’re selling a movement.
And in doing so, they are positioning themselves against an enemy.
They are small in size but mighty in what they say.
2. This messaging creates an us v/s them that polarises the audiences.
Salted is making a stronger, more loyal customer base for themselves.
3. The copy is simple but it turns packaging into a status symbol.
The book lovers will want to share this on social media for a status upgrade.
And they aren’t stopping anytime soon…
Their Instagram reads: ‘Oxfam released its annual inequality report this month. Five people are expected to amass at least $1 trillion in wealth each within the next decade. And guess who is one of them? Yep, Bezos, the Amazon founder.’
Now here is the only takeaway I want you to have from this: Attacking an enemy, having an opinion or standing up for something is the best messaging tactic you can have…
In a saturated market.
And if you pair it with a smart move like short-form copy on packaging, you’ll hit the nail on its head.
Do you like this sort of bold messaging?
Let me know in the comments!
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