After agreeing to the project, we moved forward in four key areas;
Research – We were able to simplify and clarify the value proposition to a consumer audience after talking to industry experts and the product development team. At the same time, we researched the influencer market to find a way to build audience awareness quickly.
Marketing Strategy – Based on our research and the initial (aggressive) sales goals, we developed a marketing strategy that incorporated influencer marketing, pre-planned print and digital tentpoles, and digital advertising to activate the target consumer – a hobbyist grower who had already attained some knowledge.
Brand Development – Our creative team developed the full brand execution, including naming, visual components, and tone for print, web, and product packaging.
Ecommerce Phased Approach – The original go-to-market plan was primarily an ecommerce play, so our ability to quickly and securely stand up ecommerce capabilities that would be scalable over time was of critical importance.