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Overarching Marketing Playbook

1.Brand Identity

  • Brand Story

  • Mission/Vision: Clarify what your brand stands for and the long term goals

  • Brand Aesthetic: cohesive visual identity

    • Logo + brand colors (choose 3-5 colors, incorporate into backdrops, props and branding elements), font (must be consistent throughout all marketing materials)

    • Ensure consistent voice/tone and color palette across all channels

  • Packaging

2. Target Customer + Competitor Analysis

  • Targeting/Segmentation

    • Demographics (age, gender, income, education and occupation)

    • Psychographics (lifestyle, values, attitude and behaviors)

    • Geographic (regional or national)

    • Behavioral (purchasing habits, brand loyalty and product usage

  • Identify your ideal customers & create buyer personas with their preferences, challenges and motivations (create 2-3 personas)

  • Understand Your Market / Competitors

    • Analyze competitors for strengths, weaknesses, pricing and marketing strategies

    • identify market gaps, pain points and key motivators for purchasing

3. Marketing Channels + Content Strategy/Online Presence

  • Digital Marketing

    • Website: must have beautiful and consistent imagery, detailed product descriptions, "about me" page to share story/ethos, mobile friendly!!!

    • Social Media: create accounts on IG, FB and Pinterest: post a. mix of educational, entertaining and promotional content

    • Email Marketing: use to create email database, build segments and send newsletters (campaigns for promotions, launches or loyalty rewards)

  • Content Marketing

    • Use tutorials and user generated content to build trust and show authentication 

    • Photography: high quality images to be used for website, social media and ads

    • Social Content: lifestyle photos, product images, behind the scenes

      • Instagram: 

        • IG Reels (short form video that is educational or entertaining), 15-30 seconds

        • IG Stories

        • IG In Feed

        • BEST PRACTICES: Use tools to plan pots in advance/preview your feed, alternate between product shots, lifestyle photos, and Reels to maintain variety, use consistent editing styles (same filter or editing preset), use a mix of close ups, flat lays and lifestyle shots

      • Content Mix for Feed

        • Product Images (30%-40% of Posts) : Use clean, minimal backgrounds or settings that reflect your brand’s vibe

        • Lifestyle Shots (40%-50% of Posts) : show how product fits into people's daily lives

        • Educational/Entertaining Reels (20%-30% of Posts) : how to videos, benefits of product, fun trends

        • Seasonal or thematic content (10%-15% of Posts) : holidays, seasons or special occasions

    • Blog/SEO: write blog posts using key words to improve search ranking and attract organic traffic

  • Paid Advertising

    • FB ads, IG ads, google ads

5. Launching A Marketing Campaign

  • Pre Launch:

    • Teasers: "coming soon", early access and sneak peeks, teasers on social

  • Product Launch: e-blast, social posts, sms

  • Launch Activities:

    • launch event, limited time promotions (giveaways), implement paid advertising

  • Campaigns: Seasonal campaigns, loyalty programs, referral programs, co-branding

6. Influencer Marketing + Partnerships

  • Partner with micro influencers that relate to your specific niche (to create product reviews, unboxing, how they integrate the product into their daily lives)

  • Provide free product to said influencers in exchange for content

  • Affiliate programs

  • Collaborate with brands in complementary niches for cross promotion

7. Customer/Community Engagement + Retention 

  • Social Media Engagement: consistently respond to comments, DM's and mentions

  • Discounts: first time buyers, bundle opportunities

  • Loyalty Program: Reward repeat customers with points to use toward free product

  • User Generated Content: Encourage customers to share photos of your product and to tag you on IG so that you can repost their content

  • Polls and Q and A's? : Use IG stories to engage with followers

  • Interactive Events: Host virtual educational sessions or live chats about benefits of product

8. Event Marketing

  • Host product launches, pop ups

9. Strategic Growth

  • Expand into new distribution channels (retail, subscription boxes)

  • Co branding/large scale partnerships

  • Leverage PR to gain media coverage and industry recognition














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