A lot of brands approach marketing as an afterthought – Big mistake! Hear how one brand achieves a huge competitive edge making their customers their highest priority. Hint, it’s not rocket science, just good old fashion two way authentic communication.
The achilles heal of big brands is that they apply the outdated “tried and true” one-size-fits-all marketing strategy to all of their products. Conscious consumers find this extremely insulting, I know I do.
Conscious consumers don't want to be sold. They want products that meet their needs and they're willing to pay a premium to get products that honor that trust and that promise.
A lot of the emerging brands I work with tend to think about their marketing or their go-to-market strategy after they look for new distribution opportunities – and not before.
One of the biggest failures for small brands is trying to gain distribution in markets they cannot properly serve. An excellent example of this was podcast episode 132: SECRETS 132 Choosing The Wrong “Expert” Jeopardizes Your Brand With Jeff Schmidgall From Bubba's Fine Foods.
In that episode a brand that was profitable in years one and two found themselves circling the drain while trying to honor commitments from markets that they could not effectively service in part because of logistical concerns. Thankfully, they had the insight to pivot and focus once again on the stores that help built their business to begin with.
Think of me, my podcast, YouTube channel, and all of my content as your Sherpa helping to prepare you to summit the retail mountain. Sure, you could probably make the climb yourself, but expert advice can help you arrive safely while saving you valuable time and money. It can also help you avoid the pitfalls that derail and even bankrupt brands.
This all begins with knowing your customer and developing a solid one-on-one relationship with them, similar to the relationship you have with a close friend. It's hard to hit the target that you can't clearly see. In the same vein, a marketing strategy without clear objectives and without completely understanding who your target customer is will fail.
In podcast episode 135; SECRETS 135 Marketing Success Strategies – What Every Brand SHOULD Do With Meghan Disch From GoodBelly, I had a great in-depth conversation with Meghan who shares the strategies that she uses to help her small brand compete head-to-head with the big brands in their categories.
Empowering Brands | Raising The Bar
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