New brands have a challenge: most consumers will stick with brands they know because it makes them feel as if they made the correct purchase last time by repeating the action. Consumers want to feel in the know, but not at the expense of their comfort. Brands need to educate, entice, and provide consistency. Avenues to do this can include direct mail, social media, email, and person-to-person marketing.
Develop a voice
Every product has a voice. Mello Yello might scream, “Yee-haw,” while Perrier whispers in French. Your brand has to have a recognizable identity. Without a tone, you are demonstrating to the customer that you did not put enough thought into product development. Take a moment to perceive the outcome of your product’s identity, development of which enables you to figure out which markets your product can serve. Perhaps a vegan coffee drink can hit the health and beauty sectors with exotic, beauty-boosting ingredients. Zero in on one maximized benefit of your product and see how it can address specific communities’ pain points. Sweet Leaf Tea’s only competitive edge in the beginning, according to Clayton Christopher, was its superior flavor, so the brand made flavor its calling card. This awareness set their product apart from a multitude of others.
Market to your audience
Millennials are digital natives, meaning they grew up with technology and actively participate in social media. Baby Boomers are digital immigrants, meaning they prefer to be offline; direct marketing campaigns and free samples work swimmingly with this group. Pick an age range and cater to their preferences. Ads in print and billboards work best to target digital immigrants while digital natives may respond positively to a designated hashtag. Marketing to both groups, however, requires a functioning website. Expect to launch your product once your site has been perfected.
Have a good website
A business that is not online does not exist. Every company should have a digital footprint. Have a few tabs that soft sell your product and a few links that allow visitors to follow you on social media. If there are studies backing up your health or beauty claims, put them on your page. Ask for testimonials and retweet positive comments. Discover optimal keywords and do not be afraid to change course with marketing efforts. Make your site engaging and allow customers to kill a bit of time with contests, surveys, and the like.
Give your product away for free (or at least discounted!)
Everyone wants something for free. Direct mail marketing is perfect for giving out coupons. Design one that features a compelling image of your product, with a slogan that makes the consumer desire the experience you’re offering. Visit the Better Business Bureau before buying a mailing list, or generate your own email contact list through your website and social media platforms. Do not send monthly newsletters; send news only when it is relevant to the customers, not just to your company. Always include some form of discount when doing direct contacts.
Be a part of the community
Many companies chose to sponsor peewee leagues, charity fundraisers, concerts, and other events. Word-of-mouth marketing starts with one pair of lips at a time. If a customer associates your product with a positive experience, such as a concert or a form of altruism, your product will develop loyalty.
Decide early on your brand’s identity and voice. New products have quite a bit to prove and given extended buying habits of consumers, may have to replace an old favorite. Research the best voice for your product and use that aspect of your product in the marketing campaign for it. Market to your audience through the channels they prefer. Digital natives prefer interactive media through social media platforms. Digital immigrants lean towards print ads, but both require a readily available website. Entice consumers with giveaways, but do not make it your only avenue to start a conversation with the greater public. Make a name for yourself in local communities. In the end, just try to be part of the conversation, whether or not you have to start it.