016 - Voice Marketing from Stubb's BBQ (Alexa Skill)
Neat use of real warm audio - true voice of a brand - that offers novelty, fun, and some utility. Good example of early voice marketing. Playful and I like that it’s based on archival material.
Example of CPG (consumer packaged good) product marketing on voice with “Alexa, order more Stubb’s Original Bar-B-Q Sauce”). Note: Tested and still working in December 2021!
Stubb’s Legendary Bar-B-Q Sauce was created by the west Texas barbecue hero and beloved Stubb’s founder, C.B. Stubblefield. Now Stubb has his own Alexa skill. The “Ask Stubb” skill pieces together past voice recordings of Stubblefield to bring recipes, stories, cooking tips, BBQ tunes, and some larger than life personality to Alexa users, straight from the man behind the brand.
December 6, 2021 update from Emily:
The Ask Stubb Alexa Skill appears to be down and no longer updated but you can see the skill page here and check out the marketing ideas, which are still solid and IMO should be revived and shared. Doing this in 2018 was pretty ahead of the game and today it would even be beneficial to simply promote the hands-free add to cart phrase below.
Ask Stubb is an Alexa Skill promoting Stubb’s BBQ Sauce and featuring recipes and archival audio
Skill created by Proof Advertising in Austin.
•” The skill includes ten tips, more than 20 recipes and a few of Stubb’s favorite songs.
• Users can order Stubb’s Bar-B-Q sauce directly from the skill.
• After the first week of launch, Ask Stubb was featured as a popular skill on the Alexa Skills Store.” -via CommArts
Takeaway:
With Alexa skills and voice right now, done is better than perfect. Establish a presence like this because this is all leading toward voice search optimization on Amazon, one of the largest search engines. Stubb's will ultimately sell more BBQ sauce because of this. In this case, it’s content marketing to drive ecommerce through voice.
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