Marketing Your New Product Brand

Written by Anna Sullivan

Thinking about developing a product based business? If so, you are in the right place. It may seem a little overwhelming to get started and how to handle marketing - especially if you are doing it yourself or interviewing marketing agencies to find the right fit.

If you are looking for an easy guide on how to market your new product or business here is everything you need to know…

BEFORE MARKETING

Before diving into marketing or hiring an agency there are a few things you need to have handled first (and all agencies will appreciate this). Too often than not brands want to dive into marketing efforts BEFORE really understanding who their brand is or having all their ducks in a row with other things. Last Crumb spent a lot of time developing their brand strategy before launching - which has led to insane success and a cult following. Your marketing efforts (and strategy) will only be BETTER from having these things figured out first…

• Brand Name

• Positioning

• Branding

• Website

• Brand Voice

• Brand Strategy

• Sales and Promotion Strategy

• Distribution Strategy

DEVELOPING A STRATEGY

Now you are ready to work with a marketing agency or to develop your own marketing strategy. While social media may be at the forefront of marketing today, it’s important to consider that it isn’t the only option. While we do offer a social media strategy, a few other promotional placements may look like…

• Organic Social Media

• Folding this into content strategy as well since most of your content will show up here. For all all in social platforms check out Later or Sprout Social.

• Paid Social Media

• We suggest scaling paid ads on Meta prior to other channels and starting with a $3k monthly budget. If you are really diving into paid ads and testing check out Triple Whale.

• Email & SMS

• Building your list is key when it comes to launching and maintaining a brand - this will be one of your highest-converting channels. For product services on Shopify, we suggest using Klaviyo.

• Influencer Marketing/Seeding

• Most brands start with seeding/PR boxes and even launch with paid influencers. Need help building your list? Check out Aspire.

• In-Store Promotions & Events + Event Sponsorships

• Post-Covid we are seeing brands really get back into the swing of things when it comes to events, pop-ups, and sponsorships. Don’t discount these. For your own pop ups check out Parasol Projects.

• Flyers, Mailers, Billboards, Subway Takeovers

• Maybe not for everyone, but something to look into. Although it can be hard to measure success, these do work and make an impact on the brand.

• Collaborations

• Already thinking about how your brand can collaborate with others can help define the direction of the brand.  Need some inspo? Check out this recent Sabrina Carpenter collab with Van Leeuwen.

• PR

• Press is key - this can be a game changer when launching a business. Check out Linkby.

Interested in working with us on strategy? Here are a few services we offer (some of these align in the brand strategy space):

• Mini Social Media Strategy (or a full-fledged social marketing strategy here)

• Founder Strategy

• Culture Approach

• Email Marketing

• SMS Marketing

• Affiliate Marketing

• LGBTQIA+

• DEI

LAUNCHING

There is no right or wrong answer when it comes to developing a launch plan- but here is where our heads are at…

• Building your organic social profiles: Having content and bios ready to go with pre-launch content

• UGC/Seeding: Making sure your product starts showing up on social day of the launch

• Influencers: You can tease the product launch by working with influencers to post pre-launch about the product (CTA can be for email sign-ups and social follows)

• Paid Ads: If you really want to drive email sign-ups, think about setting up a paid ad to promote the brand and landing page for email sign-ups one week prior to launching

• CPG Sites: Want to really get in with the early adopters? Set up an account (and even test a promotion) with CPGD and Thing Testing

• PR: Have your media contacts and a press release ready to go for launch.

• Retail Support: If you are launching in stores along with your e-commerce site, talk to your retailers about what you can do on their social media, email, and in-store for promotion.

Interested in working with us this summer? Get 24% off with coupon code: SUMMER24