Marketing Your Brand

Great Products Need Great Marketing.

Getting your product into retail is only part of the journey. Retailers want to work with brands that actively support their products, create consumer awareness, and help drive customers to stores and online channels.

A strong marketing strategy demonstrates to retail buyers that your brand is committed to generating demand and supporting long-term sales growth.

Every Brand Should Have

• Professional brand identity and messaging
• Modern, mobile-friendly website
• Active social media presence
• High-quality product photography
• Lifestyle images and video content
• Product demonstration and explainer videos
• Digital advertising strategy
• Email marketing program
• Influencer and creator partnerships
• Public relations and press strategy
• Customer reviews and testimonials
• Promotional calendar for launches and key retail events
• Live Shopping on Streaming TV

Support Your Retail Partners

Retailers want brands that help drive sales. Be prepared to support your retail partners with:

• Retail launch campaigns
• Social media promotion
• Digital advertising
• Influencer and creator campaigns
• Email marketing
• In-store promotions
• Product demonstrations
• Seasonal campaigns
• Retailer-specific marketing assets
• Cooperative advertising opportunities
• Live Shopping on Streaming TV

Build Consumer Demand

Successful brands don’t wait for retailers to create demand for their products. Use a combination of social media, paid advertising, content marketing, public relations, influencers, video, and Live Shopping on Streaming TV to build awareness, demonstrate products, reach new audiences, and give consumers a reason to seek out your products.

Create Marketing Assets That Sell

Maintain an organized library of retail-ready marketing assets, including product images, lifestyle photography, logos, videos, digital banners, social media content, product descriptions, brand guidelines, and retailer-approved creative materials.

Tell Your Brand Story

Consumers connect with brands that have a clear purpose and compelling story. Make it easy for buyers and customers to understand who you are, what makes your product different, what problem you solve, and why consumers should choose your brand.

DPG Recommendation

Develop your marketing strategy before approaching major retailers. Buyers want confidence that your brand will actively support the product after it reaches their shelves or website.

Your marketing plan should show retailers that you are prepared to create awareness, generate consumer demand, support sell-through, and invest in long-term growth.

Getting on the shelf is the opportunity. Marketing your brand is what helps keep you there.

Written by George W. Davison, Founder & CEO of DPG Distribution | 34+ Years of Retail Industry Experience.