A month ago, we launched a range of hot sauces we had been working on for over a year. As any small brand would agree, it’s an exciting but slightly daunting time as you wait to see how the market reacts.
You’ve perfected the recipe, the range sits well within your family of products and shares your brand values. Tick. The packaging and rsp are working hard, the product is finally hitting the shelves, and you’re all patting yourselves on the back and pouring a drink. Big tick. By all means, celebrate – bringing a fantastic product to market is a great feat. But the work isn’t over. Some would say it’s just beginning.
As a small brand, we don’t have endless budgets, so we have to be smart about where we put our time and money. Here are a few things we think are essential for a successful launch.
Start with your own community: Your loyal followers and existing customers are likely to be your most receptive audience. They already know your brand, so you can bring them into the story of a new range quickly, before spending money trying to reach new people.
We make the most of our social channels and newsletters with teaser and tasting videos, communicating our USPs, showing people where they can buy the products and, most importantly, giving them a reason to reach for them every mealtime.
It’s also a great opportunity to get your most loyal customers tasting the product. Send out samples, ask how they use them and encourage them to share with friends. Word of mouth is a more powerful tool than any advert or social plug.
Get it off the shelf: Even the most enthusiastic hot sauce fan can be reluctant to swap their usual brand for an unknown one. An introductory offer can help remove that barrier, giving shoppers a reason to take the risk and hopefully discover a new favourite.
While we can’t always compete for the biggest or most prominent piece of retail real estate, make sure your packaging works hard to communicate your brand ethos and product USP. Eye-catching sampling can also give shoppers a reason to stop and discover something they might otherwise walk past.
For us, launching on Ocado made sampling more difficult, but targeted online coupons and offers with complementary brands can be effective ways to encourage trial.
Let the taste do the talking: We genuinely believe we’ve created the best hot sauces and hot honey on the market, so the best way to convert people is to get them tasting. Send product to friends, chefs, potential stockists and customers and get people talking about it.
As a small brand, you can’t necessarily outspend everyone else. But you can be creative, get close to your customers, share your brand story and, above all, get the product into their hands. After all, your consumer is your best marketer.
No comments yet