In today’s competitive market, even with a quality product and stunning design, many new brands still fall flat. So, is it fair to pin the blame on marketing strategy? Let’s break down the typical yet classic self-destructive marketing moves that new brands often make.
1. Relying on Big KOLs & Superstars 🌟
- The Temptation:
Big Key Opinion Leaders (KOLs) and superstars are often seen as a shortcut—an easy way to boost sales quickly. Many established brands use them to spark short-term, “violent” sales growth. - The Downside:
While a celebrity can create a spike in revenue, their long-term value to a brand is minimal. Scandals can lead to abrupt terminations, and the fleeting nature of their influence can harm brand credibility. - The Financial Risk:
For new brands with tight budgets, hiring a superstar can drain the entire seed round. It’s hard not to wonder if the marketing team is more about idolizing the celebrity than building a sustainable brand.
2. Choosing the Wrong Campaign Location 📍
- The Misstep:
Some founders, unfamiliar with the intricacies of commercial strategy, team up with marketing departments overly focused on content creation. The result? A campaign that misses the mark from the get-go. - The Example:
Consider a high-end food and beverage brand launching a campaign in tier-1 cities like Beijing, Shanghai, or Guangzhou. While these cities are glamorous, success in the food and beverage industry often hinges on penetrating lower-tier markets. High-end marketing can sometimes devolve into a self-indulgent echo chamber rather than genuine brand building.
3. Faulty Customer Approaching Strategy 🎯
- The Misaligned Tactic:
Imagine a high-end honey brand opting for a Xiaohongshu (RED) review campaign. High-end consumers typically don’t spend time comparing hundreds of different honey products—they’re investing in the brand’s prestige, not just the product. - The Lesson:
Your customer acquisition strategy must align with your target market’s behavior and preferences. If your approach doesn’t resonate with your ideal customer, even the best product can fall by the wayside.
In summary, successful marketing isn’t just about flashy campaigns or celebrity endorsements. It’s about aligning your strategy with your brand’s identity, understanding your target market, and making smart, sustainable choices that build long-term value.
For more insights or to discuss how to build a marketing strategy that truly supports your brand, feel free to reach out:
Wantun Media 