Budget Marketing for Emerging Brands  2/8/2023

It’s not easy launching an emerging brand in the aftermath of a global pandemic, in the midst of an inflation crisis and in competition with corporate giants.  Bravo to those who have the vision, belief, and courage to follow their dreams and instincts and bring new, needed products into the world. History proves this is one way to improve the world and it can be very profitable.  Your gut might be telling you to pause and stay safe, but this is the most important time to push.
The good news is there are affordable tactics to help your brand grow, especially a fresh brand with “newness.”
Newness makes you newsworthy and when you have news, you can get publicity which is people talking and writing about you, as well as filming you for free.
Pick up any consumer magazine or local newspaper, turn on the TV, tune into a podcast, and peruse your favorite blog or feed - the expectation is that you'll be entertained, engaged, and informed.
PR is the communication of your message to the public, your target audience, and spreading your message through the media they get their information from.
Starting a PR campaign can be challenging and exciting, but if strategically planned, great results will happen.
There are different types of press you can get.
• National publicity brands – Top 40 media outlets including Good Morning America, Time Magazine and USA Today impress retailers and prove there will be demand
• Local publicity sells - Regional press drives consumers into stores looking for products
• Industry confidence – Trade recognition, awards and accolades are meaningful for buyers
• Business savvy – Nothing raises the profile of a company and the value of their stock faster than attention from business media
And there are many different tactics in getting press attention.
• Piggybacking on the News – Being aware of current trends will allow you to tap into what’s hot in the news at the moment and impress a reporter, but you must contact them.
• Holidays /Awareness Days/ Seasons– This is the perfect opportunity to boost sales; aligning your brand with a season or holiday will make it timely to get noticed.  
• Anything New is News – Consider any changes to your business or industry news; this includes new products, positions, important new customers, retailers and regions.  
• Publicity polls – Journalists like statistics.  That’s because they provide credible proof and people can remember them.  Informal surveys can provide data-driven news based on public opinion.  
• Apply for awards – Awards honor outstanding contributions.  Consider entering to earn recognition, raise your industry profile and celebrate your accomplishments.  It’s another news peg for journalists.  It’s also a good idea to give awards.  You can come up with original concepts in your category and highlight people doing extraordinary things with your products.


• Retail promotions – Ask your retailers about any marketing campaigns, promotions and celebrations you can tap into.  
• Build programs around their charities, events and sales.  Show buyers what you are willing to do for sell-through and get creative with your marketing tools to make the most of your budget.
• Like-minded brand collaborations – Save money by partnering with non-competitive companies that share your audience and use it to expand your tentacles through cross-promotions.
• Cause-related marketing – Align with a charity that evokes the emotions of your target audience. People vote with their dollars and if supporting your company also means supporting a cause, they are more likely to buy.
• Community outreach – Find and nurture relationships with the communities in which your company is relevant.  Give community members attention, a platform and incentives to help spread the word.
• Celebrity seeding – Famous people need to keep their names in the news, and they want to be known for being smart, savvy and healthy.  If you have a product that applies to their lifestyle and could provide positive publicity, it’s worth seeding it to them and their handlers.  
• Expert credibility - Work with noted experts such as physicians, dietitians, nutritionists and chefs.  Quote them in articles or help them get publicity by becoming your spokesperson.  
• Proof of concept – Show sales or potential sales online and at other retailers
• Social influence – Your social presence is more important than your website. Buyers are watching who is following and engaging with you.  This effort requires strategy and or creativity.
A recent study on shopping habits conducted by EPAM Consulting shows there is a desperate need for reliable and sustainable resources.  Shoppers don’t have time to dig into the detail they need to make informed decisions, so they want quick, accessible information and simple buying processes from brands they trust. Trust was important to some of our shoppers as there remain underlying concerns of whether brands are greenwashing. These consumers are unsure how to easily confirm the claims made by large corporations and value brands that make it easy. (EPAM: Consumers Unmasked)
Publicity brings more publicity and more media will be interested in you.  Smart marketers prepare for this demand and are prepared for quick decision-making.
All it takes is an article to come out in the press.  Once it does you can use it to get more media, more retailers, more consumer interest, more buzz and more sales!   In PR everything is earned, not paid.  If you are working with a tight budget to start, you can avoid spending advertising dollars with smart PR tactics, hard work and passion.


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Nancy Trent (http://www.trentandfcompany.com/;mailto:nancy@trentandcompany) is a writer and speaker, a lifelong wellness activist, a globe-trotting trend watcher, and the founder and president of Trent& Company, the leading wellness PR firm. Trent & Company, which launched many health and beauty brands, grew out of Nancy’s personal and passionate commitment to helping people live longer and healthier lives. A former journalist for New York magazine, Nancy has written seven books on healthy lifestyles, serves on the editorial boards of several magazines and travels around the world speaking at conferences and trade shows on trends in the marketplace. She is a recognized expert in PR with more than 30 years of experience creating and managing highly successful campaigns.


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Sarah Davidson

SVP of Grocery

Sarah Davidson is ECRM's SVP of Grocery, and can be reached at 440-542-3033

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