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Back to Instant Pot CEO Robert Wang on how his small pressure cooker company cultivated a rabid community of "Potheads.", with Robert Wang.

How Did Instant Pot Use a Community to Get Started

The company needed a place to talk about Instant Pot. Email and Facebook Pages weren't a good place to do that, but Facebook groups ended up as the best choice to host a community and to create a buzz about the product.

Transcript

Instant Pot CEO Robert Wang on how his small pressure cooker company cultivated a rabid community of "Potheads." ·

Get Together

More from this episode

  1. Who Is Robert WangHe is the founder of Instant Pot. More than 5.5 million people follow Instant Pot related accounts on Facebook alone.
  2. What Was the Best Selling non-Amazon Product in 2018On Black Friday, Instant Pot was the best selling non-Amazon product on Amazon. According to Walmart, Instant Pot was also their best selling item in 33 states.
  3. How Can You Build a Successful CommunityCommunity building comes down to shared ownership. It’s best to figure out what to do with your customers rather than do for them.
  4. What Was Wang’s Opinion of His ProductHe thought the problem wasn’t that it was going to be popular on the market, but that stores had limited coverage.
  5. Why Was Selling Instant Pot on Amazon the Winning StrategyRobert tried different marketplaces for selling his Instant Pot. eBay buyers were looking for bargain, so that wasn't a good long-term opportunity.
  6. How Did Instant Pot Attract His First Few CustomersOffline brick-and-mortar stores did not want to carry Instant Pot, so Robert Wang started to sell online out of desperation.
  7. How Do You Grow Influencer Marketing Without Paying a DimeThe team at Instant Pot was laser focused on only one thing - keeping the customer happy.
  8. What Did Instant Pot Founder Robert Wang Learn About Cooking and Word of Mouth?Robert Wang tells Get Together that cooking is social. You cook for family, friends, and a party, and if the dish is good you brag about the tool.
  9. What Have Customers Used Instant Pot for Besides CookingAccording to Wang, a customer used Instant Pot for an art project. Another customer used the product for planting during the winter.

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