PR Lessons Translated For Product Marketers
Know Your Audience and Tailor the Offering
Just read a great story “Biting Off the High End of the Market,” an interview with the founder of Jax & Bones, a made in the USA manufacturer of high-end pet products (Disclaimer, I am also a customer of their tres chic doggy beds courtesy of our nap-loving little Doxie, Stella!).
Having been on the inside at some of the coveted retailers that many of these brands are vying to get in front of, I can tell you that founder and CEO Nguyen’s insights ring true. These retailers understand that part of their allure and longevity rest with their ability to constantly delight and offer new “finds” along with the tried and true quality products their loyal customers expect. But at the same time, these retailers don’t want to offer up the same packaged consumer products that can be found at competing retailers.
What’s a young consumer brand to do? To begin the conversation, you must have a great quality product – period. If you control the manufacturing, even better. You are the master of your domain; you can more easily customize the offering, control the quality, and move quickly to meet changes in the market.
Leverage your strengths and market to each retailer in a unique way that speaks to their brand and to their customer. It’s a premium to these top-tier retail brand’s customers to “discover” new brands from their favorite stores versus an offering that is generic, “XYZ” retailer brand.
I am not just the founder of a premium brand building PR agency; I am also a shopper. I joke that I’m a ‘marketer’s dream.’ I’m very loyal, but always happy to try something new. I’m discerning and demanding but I always spread the word when I find something truly good. Love my fave retail brands from Neiman’s to Williams Sonoma and online, everyone from Amazon (Prime – hello!) to One Kings Lane to Minted, but I am loyal and shop these brands because I trust they curate the best in their respective categories. There ‘s a trust and implicit endorsement with every product they offer. “If a retailer I love offers a new product brand, I know that it’s good unless proven otherwise.”
Back to why I liked this Inc. Insights story. Founder and CEO Nguyen’s advice gleaned from working with the likes of Pottery Barn and Barney’s New York rings true for those of us in the retail, brand-building PR world, “We pay attention to their brand and match our design to their aesthetics.” Amen. Know your target (audience) and tailor your message. Could not have said it better myself.
Here’s to another year of growth, discovery and fun!