One goal among the brands we work with is to launch and make an impact in a new target market. Often, this is part of a larger expansion strategy for the brand or wanting to support new retailer distribution.
If you are a brand looking to launch in a new market, but are unsure where to start, we’ve got your back. Here are a few tips to consider:
image via monica wang photography for our lucini "lunch like an italian" event
Capture the Essence of the Market
Before you activate, you want to make sure you know the market you’re going into by determining what local consumers value, where they like to eat, drink and shop, and how that aligns with your brand.
Create a Community Moment and Leverage Local Tastemakers
Once you have a grasp on the market, start with identifying a local restaurant, chef, boutique or retailer that is beloved in the community and make a plan to collaborate with them on a launch activation. Think along the lines of a pop-up event, workshop, or social collaboration. The goal is to create an experience for the community to interact with your brand and get people talking. One of the best ways to do this is to partner with local influencers to help promote your event or social activation. Whether they are attending in person or creating social content to generate awareness, you want to leverage local tastemakers to help tell your story. Keep in mind that this can be scalable, you don’t need to have a huge budget to do this, but the more intentional and targeted you are, the more impact you’ll make with the dollars you have to spend.
Tell Your Story to Local Media
Make sure your activation is open to local consumers and will provide value. That could mean you’re providing a fun activity for families to attend, helping to give back to a local charity or community project, or providing the community with a new experience that showcases your brand. Once this is locked in, you’ll have what you need to tell your story to local media to secure media coverage in the market and amplify brand awareness.