What do you do if your brand launch is not gaining traction?

Leaning into focus groups can be a great place to start to gain insights into whether the low engagement may be due to messaging, audience, or both. Hopefully, upfront testing of creative and messaging occurs prior to launching; these small insights may incredibly valuable, saving the company additional time and budget spends later. Lift the hood on the strategy, test alternative creatives, keep an open mind and a keen eye on analytics.

First of all is to recognize that the results are not the ones expected and a change must be done. I have known many teams that do not recognize that something is going on and refuse to change any element just wasting time and money. Absolutely, it is necessary to reassess the strategy, analyzing each element involved in order to detect where is or are the main elements to be changed or adjusted.

When it comes to testing video creative before it’s published, we are using a new self-serve platform called maiven. Way faster and way cheaper than traditional focus groups. And it is AI driven. It removes almost all of the bias and it’s cheap enough for us to iterate on video edits as we learn what viewers emotions are and what their eyes are drawn to the most second by second.

A sluggish start doesn't mean it's game over: 1. Evaluate the Strategy: Review your launch strategy and execution. Identify any gaps or missed opportunities that may be hindering traction. 2. Target Audience Analysis: Reassess your target audience. Are you reaching the right people with the right message? Adjust your approach if needed. 3. Amplify Visibility: Ramp up your marketing efforts. Explore additional channels or partnerships to increase visibility and reach. 4. Iterate and Adapt: Stay agile and be willing to pivot. Use feedback and data to refine your approach until you find what resonates with your audience.

Evaluate your TG and customer personas in terms of their requirements and likes as compared to what your brand offers. Also, evaluate your communication strategy and highlight the USPs to solve the needs of your TG. Once you have worked on your TG and communication, increase your reach by connecting and engaging with your audience and inducing trial by making your product/service easily accessible thru retail/online channels. Collaborate with influencers or other brands that have a wider reach and can help you build trust.

Engage with your audience directly through social media, surveys, and customer feedback channels to gather insights into their perception of your brand. Listen to their feedback and address any concerns or issues they may have.

Evaluate your marketing channels and tactics to determine which ones are most effective in reaching your target audience. Experiment with different channels such as social media, email marketing, influencer partnerships, and content marketing to see what resonates best.

Analyze: Assess market feedback, competitor strategies, and consumer perceptions to identify potential barriers to success. Refine: Adjust messaging, positioning, and branding elements to better resonate with target audiences . Expand Reach: Explore new channels, partnerships, or distribution and reach new customer segments. Engage: Foster meaningful interactions with consumers via social media, community engagement, personalized experiences to build brand affinity. Innovate: Introduce unique features, promotions, incentives to differentiate your brand and generate excitement among consumers. Iterate: Continuously monitor performance metrics and gather feedback to refine strategies and optimize future marketing efforts for greater impact.