Have Narrative, Move Product

Abe’s Market, an e-commerce hub that opened in October 2009 sells natural, organic and eco-friendly products from more than 180 small businesses around the country.

The Web site’s founders — Jon Polin, 40, and Richard Demb, 33, say Abe’s offer customers something that eBay and Amazon cannot. Namely, stories about decent, hardworking people who make the products Abe’s sells. These brand narratives are delivered on detailed about pages like this one for Bean Products and via social media marketing channels.
“People want to buy from other people,” Mr. Demb said. “There are very few opportunities to meet the people who make your products. We look at Abe’s Market as a limitless farmers’ market.”
[via The New York Times]



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.