Promotion Campaign:
dōTERRA BOGOs
Buy One, Get One deals are a regular part of dōTERRA’s yearly promotional calendar. Each time they roll around, I roll out a robust communication mix across website, email, and other digital platforms.
This page includes examples from our most recent BOGO campaign in March, 2024.
Main Idea
doTERRA BOGOs are a week-long promotional event. For five days, five pairs of essential oils (and occasionally personal care or supplement items) are made available for buy one, get the other free. Customers can purchase up to five of each deal and have all week to make their purchases.
Main Challenge
BOGOs have been a regular promotion for as long as doTERRA has existed. Customers anticipate them and distributors expect them, but over the years, we have seen a steady decline in sales. Our #1 challenge is designing exciting BOGO pairs and making the promo feel fresh.
Previously, there was only one BOGO pair available per day, each day being a surprise, and our customers had only 24 hours to purchase each one. Now, it’s a five-day free for all! Because this is still a fresh change, we must clearly communicate the new format in our materials.
The United States and Canada markets run their BOGO weeks simultaneously, and the US often offers highly appealing items we don’t carry in Canada. Since our customers also have the option to shop for those deals, we need to make sure they feel equally incentivized to buy Canada BOGOs as well!
Web Strategy
Week Of BOGOs
Website Homepage “Takeover”
For the entire week of BOGOs, all webpage banners on the website are replaced with an all-BOGO carousel: one banner to announce the general promotion, one for each of the individual pairs, and one for the bonus free-gift-with-purchase promotion we run simultaneously to BOGO week.
In addition to the homepage banners, we run promotional ribbons across all shopping pages and highlight the “buy them all at once” bundle option in a featured spot on the homepage.
E-Commerce Product Pages
We frequently BOGO limited-time exclusive items, which require new shop descriptions to be written for the promotion. BOGOs are also the perfect opportunity for us to improve our existing product listings. We often revisit and re-write regular item descriptions, many of which still have years-old content and desperately need a refresh.
Email Campaign
Day 1: BOGO week announcement and reveal of individual BOGO pairs. We also cross-promote the “free gift with purchase” promotion and share a link to the BOGO eBook.
- Email subject: doTERRA BOGO Week Starts Now!
- Headline: All the BOGOs, All at Once
Day 3: Mid-week reminder email that reshares the BOGO eBook.
- Email subject: Don’t Miss doTERRA BOGOs
- Headline: Do BOGOs Your Own Way
Day 5: Final reminder with “last chance” messaging, final reshare of the BOGO eBook.
- Email subject: Last Chance to Shop doTERRA BOGOs!
- Headline: Last Day to BOGO
I can provide visual and written examples of the emails themselves upon request. 🙂
Blogs
During BOGO week, we promote and boost each product’s blog spotlights in our social media posts and email promotions. We also link these spotlights to the FAQ page mentioned above. If a product does not have an existing spotlight, we will write one in preparation for the promotion.
Blog
Product Spotlight: doTERRA® Purify
Discover the uses and benefits of our signature blend, doTERRA® Purify.
Blog
Product Spotlight: doTERRA® Air-X
Discover the uses and benefits of our signature blend, doTERRA® Air-X.
Specialized Web Pages
BOGOs are designed to be a business opportunity for doTERRA distributors, so we create and consistently update unique web resources like these to help them leverage the promotion and support any questions their customers might have.
FAQ
doTERRA® BOGO Week
Your one-stop hub for all things BOGO week! See all BOGO pairs and discover their amazing benefits.
Business Building Tips
BOGOs for Your Business
BOGOs offer a unique opportunity propel your doTERRA business forward. Learn how!
Social Media + Ad Assets
For every campaign or promotion, we prepare a collection of graphics that feature high-quality imagery, campaign headlines, promotion details, and product education. These are shared on our social media platforms and boosted as ads. They are also shared to our Digital Marketing Kit for doTERRA distributors to use in their personal promotion of these major deals, discounts, and product launches.
Below are a few examples of assets created for our most recent BOGO promotion:
Distributor Assets: BOGO eBook
With any of our major promotions, we try to provide our customers with as much product education as possible. For BOGO week, that means an eBook filled with robust product information, sourcing insights, usage tips, and DIY ideas for each BOGO product. It is a favorite among customers and distributors and a staple of our BOGO week marketing mix.
The eBook is uploaded to our Digital Marketing Kit for distributors to download and share with their customers as an educational tool. We also share a link to the eBook inside every promotional email we send during the week.
Zoë Freeman | Portfolio 