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Hello All!
I'm starting a beverage product, and am likely a few months out from launch. The product is formulated, packaging ready, legal work almost complete, and our copacker is doing a small sample run (about a few dozen of each SKU) to ensure everything is smooth. We will be selling D2C from our website and through some retailers.
With that said, my tasks on the horizon include building the website, creating marketing content, and reaching out to influencers and retailers to promote or sell the product. This is my first rodeo of selling a specialized unit, and I've got a few questions about marketing for the launch. I think this could be a valuable forum for those in a similar position who have built a product but have not yet launched.
1.) The landing page. We currently have 2-3 flavors of one product that we'll be selling. I'm not trying to make the perfect landing page from day one, as I'm assuming that will require a lot of A/B testing and such. However, I'd like to leverage the knowledge of others so I can start off in a decent spot.
* Is it generally better to have all SKUs (again, only 2 or 3) visible in the header and ready to add to the cart, or is it better to highlight one SKU in the header and then put all SKUs directly below? Or some other option I'm missing.
* I would like to implement A/B tests for different layouts, discount incentives, checkout flows, etc at some point. I'm inclined to not put too much effort into this on the first launch because I just want to make sure I have a valued product and can deliver on my promise to the customer. That being said, is there any sort of data to be collected that is immediately valuable and is worth the effort in implementing right away? Are there any sorts of A/B tests that need to be done from day 1? Are these systems easy to set up if they are worth doing right away before the product has strong validation in the market?
* Are there any other tips about making a landing page/website that you wish you would've known when you started your product that might've increased sales by a nontrivial amount?
2.) Marketing.
* Should I be setting up any sort of system to catch which channel my customers come through on the first launch, or should I delay this until after I have strongly validated that there's a demand for my product? I professionally work as a Machine Learning Engineer/Software engineer and I fear that I'm the type to try to "over-engineer" systems way too early.
* We have some planned days for photo/video shoots coming up. There are a dozen people or so who would promote the product today because they're close connections, and a list of a few hundred people to reach out to in the coming weeks that we believe would be the right "micro-influencers" for our niche. I would like to have these influencers as close to "on board" as possible before we have product ready to ship to them. What are some things we can do as a brand to build trust with these people so they can confidently endorse us as soon as possible? If you were an influencer (heck maybe you are an influencer), and you saw a message from someone who wanted you to promote their beverage, what would be a few green/red flags that would make you more/less likely to promote it (given that you had no actual product to taste).
Thank you, INSIDERS!
I'm starting a beverage product, and am likely a few months out from launch. The product is formulated, packaging ready, legal work almost complete, and our copacker is doing a small sample run (about a few dozen of each SKU) to ensure everything is smooth. We will be selling D2C from our website and through some retailers.
With that said, my tasks on the horizon include building the website, creating marketing content, and reaching out to influencers and retailers to promote or sell the product. This is my first rodeo of selling a specialized unit, and I've got a few questions about marketing for the launch. I think this could be a valuable forum for those in a similar position who have built a product but have not yet launched.
1.) The landing page. We currently have 2-3 flavors of one product that we'll be selling. I'm not trying to make the perfect landing page from day one, as I'm assuming that will require a lot of A/B testing and such. However, I'd like to leverage the knowledge of others so I can start off in a decent spot.
* Is it generally better to have all SKUs (again, only 2 or 3) visible in the header and ready to add to the cart, or is it better to highlight one SKU in the header and then put all SKUs directly below? Or some other option I'm missing.
* I would like to implement A/B tests for different layouts, discount incentives, checkout flows, etc at some point. I'm inclined to not put too much effort into this on the first launch because I just want to make sure I have a valued product and can deliver on my promise to the customer. That being said, is there any sort of data to be collected that is immediately valuable and is worth the effort in implementing right away? Are there any sorts of A/B tests that need to be done from day 1? Are these systems easy to set up if they are worth doing right away before the product has strong validation in the market?
* Are there any other tips about making a landing page/website that you wish you would've known when you started your product that might've increased sales by a nontrivial amount?
2.) Marketing.
* Should I be setting up any sort of system to catch which channel my customers come through on the first launch, or should I delay this until after I have strongly validated that there's a demand for my product? I professionally work as a Machine Learning Engineer/Software engineer and I fear that I'm the type to try to "over-engineer" systems way too early.
* We have some planned days for photo/video shoots coming up. There are a dozen people or so who would promote the product today because they're close connections, and a list of a few hundred people to reach out to in the coming weeks that we believe would be the right "micro-influencers" for our niche. I would like to have these influencers as close to "on board" as possible before we have product ready to ship to them. What are some things we can do as a brand to build trust with these people so they can confidently endorse us as soon as possible? If you were an influencer (heck maybe you are an influencer), and you saw a message from someone who wanted you to promote their beverage, what would be a few green/red flags that would make you more/less likely to promote it (given that you had no actual product to taste).
Thank you, INSIDERS!
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