How are you going to market your new business? What social platforms are you going to launch with? What’s your paid vs organic split? These are just a few examples of the myriad questions entrepreneurs receive when they say they are launching a business. The opinions and approaches on marketing a brand, especially a brand that is in its infancy, are endless – which begs the question, where to begin?
For their opening act, Brooklinen went door to door and yes, that sounds a bit retro. Now, they didn’t go to just any doors. They hand-selected influencers and bloggers and then hand-delivered their product with a note that encouraged trial and invited them to share their thoughts of the brand with others. The effort was well-received, helping the brand sell a quarter of a million dollars in month one. I am calling attention to this because basic marketing tactics still work. I think there is an immediate pressure for start-up brands to get online and start marketing, and with this pressure simpler methods are overlooked. Brooklinen no doubt packaged their product up beautifully, did the due diligence to find those key tastemakers, and gave them the opportunity to experience the product firsthand. Clearly from the results, that personal approach resonated.
Did Brooklinen expand their marketing to the online space? Of course! A brand pretty much has to these days. However, their success in a modern-day word-of-mouth campaign proves a brand can take baby steps into their marketing efforts and still pack a punch.
Visit Digiday to read about Brooklinen’s full approach to marketing their young brand.
Photo credit: www.brooklinen.com