Your rollout should be a big deal
1-min read
The last few weeks I’ve been diving into how best to go after brick and mortar retail distribution. Now that I’ve explained the market saturation method and how to measure success, I’ll discuss how to grow distribution into new regions.
Make it a BIG DEAL
Rolling out into a new region should be huge news. Think of it as conquering a territory. Your mindset is important because if you think of it as just getting into a new retailer, you’ll miss all the brand advocacy opportunities with your fan base (consumer and trade). It should be a BIG DEAL.
Involve your audience
Start with your influencers and affiliate marketers, those should be the first people you tell that you are coming to town. Then blast out to subscribers and peers in the industry, like brand collaborators and companion products. Generate buzz.
Draw people to your launch event
- Plan a meet up in a public park
- Do a pop up outside a flagship store
- Sponsor an outdoor event
Brands that do a great job of this are Oat Haus and TBH (can you tell I love the spreads category).
You want to hit the ground running. Planning ahead and building momentum on new launch regions gets products selling Day 1. It is key to building velocity.
You got this!
All my best,
Jennifer