Pre sales and marketing question

[Peanut Butter Man]

Hello

With the launch of a new peanut butter brand in the next few months I am looking at ways to start the marketing and sales process.

As with many start ups I need to keep an eye on costs and so I am wondering what I can do pre launch without spending a fortune (surprise surprise).

I have posted in the general forum about the possibility of pre selling my goods perhaps at a discount so I can start to build an order book. I am building my website and have an FB page ready to go with Pinterest also.

Can someone give me a steer on this, what has worked (or not) for you?

Thanks

 

[Peanut Butter Man]

Thanks Vince, I plan to get the social media platforms up and running pre production to let people know what's planned. Its not something that happens overnight I understand, but it's a start.

 

[Peanut Butter Man]

I was indeed just sorting that out as you replied.... Thanks again

 

[ethical PR]

Who are your target audiences! What do you know about their consumer habits? What routes to market have you identified? What would make them buy your product rather than a competitors? Do u know people (not friends) will buy your product at a price that's profitable for you?

Just a few of the questions /research points that will help you understand how best to market your product.

 

[Billmccallum]

are you looking at trade sales or consumers?

 

[Lucie@MightyOak]

Have you carried out your market and industry research and do you have a marketing strategy in place?

What sort of shops/outlets are you looking at targeting?

Can you provide free samples to these places (small amount in a KFC dip size pot) - This would be your best bet - also target independent shops, cafe's rather than the chains to start with - you will fair much better

Lucie

Mighty Oak Marketing

 

[HostLoveUK]

Have you considered hall testing in places such as makro, costco, morrisons etc? it is a good way to let people have a little taste with the hopeful intention that they will continue to purchase.

 

[ethical PR]

It's a good idea but they are only going to let someone give away samples if they stock the product.

Also with a nut related product you need to be careful about give aways for health and liability issues.

 

[tacticalsales]

If you're going direct to consumer you should just jump onto the social media wagon and promo the heck out of it.

Focus mostly on the image based social media sites as food and images are just a match made in heaven. Recipe ideas, general cliché food sensations and the postcard moments are all enough to whet the appetite and intrigue people enough to purchase it.

By all means it isn't easy and you should really be spending a serious amount of time on social media pre-launch getting connections and shout outs.

What's your USP? Something a mum with children would like or something more male orientated? It's all relative and once you have the USP understood and your customer base you can begin the process of reaching out to other like minded blogs and social media profiles.

Another idea that seems to work really well is to send out your product for review to blog owners who have large followers, either speak to them initially or hunt down their contact address and just send them an intro box with some pretty, eye catching info and follow up with an email.

Whilst there will still be costs inevitably they will be smaller compared to a full marketing campaigns.

 

[Peanut Butter Man]

Thanks to all of you for the replies, I've been away for a few days hence the late reply.

Ethical, I have chosen my target market based on research taken from both market research reports and anonymous sampling of both friends and people I don't know to avoid the possible bias. My product, while a peanut butter stands apart from current offerings while remaining in the healthy option of PB's (no nasty stuff added).

Bill, I am targeting a mix of direct consumer sales via my own website (possibly Amazon) as well as food markets while I build sales. I will also sell to trade but am only looking at the small independent stores such as health food, deli's and similar outlets.

Lucie, Yes, I will be offering small sample pots to the owners of the smaller shops (I think they should know what they are being offered). Samples will also be available to food market customers. I'm also thinking that online a 'sample set' could be sent at minimal cost to those who would like top buy while not wanting to pay for 1 variety.

HostLove, In terms of hall testing sessions, I was thinking of chatting to the smaller retailers and looking at having sample sessions either in store or outside (I take on Ethical's point here also about safety). I want to build a relationship up with the retailers rather than just supplying and asking for payment.

Tactical, Yes, I agree with your points and this is already in action... or at least starting.

But what about my orginal idea of pre selling to retailers before production has started? Has anyone here done this?

Thanks again for your help

 

[whoisvisiting.com]

Hey Peanut Butter Man, have you considered Kickstarter.com or equivalent. I am unsure specifically whether KS will allow food-related projects however others certainly must.

If you have a story around your new product then crowdfunding projects can be a really big win as the demographic look to support new ideas/businesses. In addition you effectively can deliver pre-orders i.e. cash in your bank before fulfilment or manufacturing is required so from a cash-flow perspective is perfect.

One last point, driving PR and social coverage into a KS campaign (or equivalent) tends to have more uptake as it is less abrasive sales led and more soft in it's nature to acquire a sale.

 

[HostLoveUK]

Peanut butter with no nasty stuff added may be similar to Whole Earth's offering? If so, it would be worth your while analysing who purchases this type rather than the usual unhealthy(er) peanut butter with added sugar etc... maybe worth while looking into fitness & nutritional wholesalers too? just an idea....

 

[Peanut Butter Man]

Thanks Whois and yes, Kickstarter is on my list but I decided to start producing forst to make the product tangible. KS do let food related projects and indeed the peanut butter projects both here and the UK have been over funded.

Watch this space

 

[Peanut Butter Man]

Thanks Hostlove,

Yeah I have spent quite a time looking at what my potential markets will be and your right that the buyers of Whole Earth (My fave before making my own) are those who want to avoid the nasty things and fitness market. Whole Earth still has palm oil which a lot of people dont like.. Mine doesn't. There are brands of PB that are like mine but as well as my peanuts being all organic mine are flavoured with natural ingredients such as sea sea salt and black pepper or sea salt and honey... when I say honey it is English runny honey and not freeze dried Chinese honey like a lot of manufacturers use. Of coure I also do plain PB which is just 100% peanuts

 

[HostLoveUK]

Sounds like you have completed your homework PBM! Good luck with the venture

 

[Concept Vehicle Leasing]

Has got to be Social Media marketing! That and Networking of course. Get the name out to as many people as fast as possible. Also what about local events like trade fairs and so on? Great product for places like that. Interested to see what key differences you have. Love the cashew/ Almond butter and spins on the traditional style - keen to find out more

 

[ThinkCG]

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