Sometimes you find a marketing program that is simply genius because it's based on a great insight, leverages an opportunistic market, and delivers with zero friction. At Organic, we call these finds "exceptional experiences." Recently, I was asked to share one of these experiences and I documented Amazon's innovative community marketing program for their Kindle. Please note that this document is only an observation. Organic has no involvement with this program. Whoever did it for Amazon deserves a big high-five. Check it out. Chad Stoller Executive Director, Emerging Platforms Organic, Inc.

1. Something Really Neat
An Exceptional Experience in Community Marketing
04.23.09
Exceptional Experience™
© ORGANIC 2009. ALL RIGHTS RESERVED.

2. Disclaimer
Organic, Inc has no association with
Amazon. This document is an
observation of great marketing.
Congrats Amazon for a great insight,
great idea and execution.

3. An “EE”
• What is an exceptional experience?
• What makes it so special
• Surprise & delight

4. Product
• New Amazon Kindle E-Reader
• Second Generation
• Moving from Early Adopter -> General
Awareness

5. Challenges
• High Price
• New technology
• Think different!
• Hidden charges?
• No retail = no
demonstration

6. Merchandising
• Who knows how to e-
tail better than
Amazon?
• Every trick in the book
is here..
• But how do you solve
the last challenge?

7. Remember 8th
Grade?

10. } Core product details, inventory and price
} Video demonstrations
} Tech specifications and tier 2
merchandising.
} Sample of content selection.
} Accessories
} Assurance. Watch a drop test! OMG!
} Comments from the
community

11. But something is still
missing..

12. Without retail, you
can’t “touch.”

13. And at $359, i want
to touch!

17. Why?
• Imagine having a product that inspired people to
share their passion
• The curious want to be convinced
• If someone asks for an opinion about your brand,
shouldn’t it come from someone with some
enthusiasm?
• This isn’t relatively new .. social tools and like
minded groups are challenging the traditional retail
process

18. Thanks!
Chad Stoller
Executive Director, Emerging Platforms
Organic, Inc.
chad@organic.com
twitter.com/cstoller

19. Image Attributions
• Kindle Promotional Image (Slide 5)
• http://www.amazon.com/dp/B00154JDAI
• Contintenal Shelf (slide 7)
• http://www.fao.org/fishery/topic/12356
• Earth Layers (slide 8) - no attribution
because i lost my resource. 1,000,000
apologies