You might think that reaching hundreds of people per day in your pre-launch stage requires a money-eating advertising strategy. So how can you achieve it on a budget?
A year ago, Dan Meropol came across the statistics that would get him thinking: 50% of people don’t maintain a good oral hygiene.
A light-bulb moment followed:
What if we turn the drag of brushing into the most sought-after event of everybody’s morning?
This is when he decided to create the world’s first caffeinated toothpaste. But the real challenge was getting it to that 50% audience from the statistic.
Instead of throwing money on advertising on half the globe, he did something that you can easily replicate, without draining your finances:
Spend little money on building a website for your product
Organize a referral campaign on it
Ask the visitors to share your site with 5 of their friends
Offer benefits of your product in exchange (free samples, discounts, vouchers)
The audience you build is the one that will give you the momentum you need so much at the beginning of your campaign.
However, do not rest on those laurels alone.
Dan says it is a numbers game: you need to reach out to as many people as possible.
While only a part of your subscribers will actually back you, make sure you reach enough people to get the initial hits you need, to have a strong launch.
Take a listen to Dan’s full interview on Maker Paradise to find out how to continuously build on that momentum, by getting big magazines and journalists to write about you.
Discover what his tool of choice was, when he pitched his story to hundreds of journalists and got tens of bloggers to review his product.
Notes from the audio interview with maker: (listen here)
01:31 What inspired Dan
02:54 How he turned the problem around, to find a solution
04:04 People’s feedback after trying the Power Toothpaste
04:56 What’s the caffeine intake you get from it?
07:23 Pre-campaign preparations
08:58 Dan shares his biggest challenge
11:07 How to find the right videographer
11:48 Time investment in the video
12:40 How to get big magazines to write about you
13:41 Does sending out samples make a difference?
14:13 The pros and cons of building up an email list
15:23 How to deal with surprising turnarounds
Days to go: 16