Marketing a brand new brand can be a challenging task, but with the right strategies, it can be done successfully. In this guide, we'll discuss various strategies that Shopify store business owners can use to market their brand in the Philippine market.
Identify Your Target Market
The first step in marketing a new brand is to identify your target market. Who are the people you want to reach? What are their interests and needs? What is their age range, gender, location, and income level? By understanding your target market, you can tailor your marketing messages and strategies to appeal to them.
Example: When building their brand, Kultura, a Filipino retail store, identified their target market as Filipinos who are proud of their culture and heritage. They sell products that celebrate Filipino craftsmanship, culture, and creativity, such as woven bags, handcrafted home decor, and locally sourced food items.
Create a Unique Selling Proposition
In his book "Purple Cow," Seth Godin emphasizes the importance of being remarkable and standing out in a crowded marketplace. One way to do this is by creating a unique selling proposition (USP). Your USP should clearly communicate what sets your brand apart from the competition and why consumers should choose your brand over others.
Example: Jollibee, a popular fast food chain in the Philippines, created a unique selling proposition by focusing on Filipino flavors and values in their menu offerings and branding. They are known for their signature dishes such as Chickenjoy, Jolly Spaghetti, and Peach Mango Pie.
Develop a Strong Brand Identity
Your brand identity is how your brand is perceived by consumers. It includes your logo, brand colors, messaging, and overall aesthetic. A strong brand identity can help you stand out and be more memorable to your target market. It's important to create a consistent brand identity across all marketing channels, from your website to your social media profiles.
Example: Bench, a Filipino fashion and lifestyle brand, has a strong brand identity that is consistent across all marketing channels. Their branding is modern, edgy, and youthful, with a focus on Filipino pride and culture. They use bright colors and bold typography in their logo and advertising.
Leverage Social Media
Social media is a powerful marketing tool that can help you reach a large audience quickly and cost-effectively. In the Philippine market, Facebook and Instagram are the most popular social media platforms. You can use these platforms to share content, run ads, and engage with your audience.
Example: Beauty brand Happy Skin uses social media to engage with their target market and build brand awareness. They create visually appealing content that showcases their products, while also sharing beauty tips and advice. They use Instagram and Facebook to run contests, promote new products, and interact with their followers.
Create Valuable Content
Content marketing is all about creating valuable content that educates, entertains, or inspires your target market. By providing value to your audience, you can build trust and credibility, and ultimately drive sales. You can create blog posts, videos, social media posts, and other types of content that align with your brand and resonate with your target market.
Example: Human Nature, a Filipino beauty and personal care brand, creates valuable content that educates their audience on natural and sustainable living. They use their blog to share recipes, DIY projects, and tips on living an eco-friendly lifestyle. They also create video content that showcases their products and features customer testimonials.
Build Relationships with Influencers
Influencer marketing involves partnering with social media influencers who have a large following in your target market. By collaborating with influencers, you can reach a wider audience and leverage their credibility and influence to promote your brand. Look for influencers who align with your brand values and have an engaged audience.
Example: Clothing brand Penshoppe collaborates with international and local influencers to promote their products and build brand awareness. They partner with celebrities, models, and social media personalities who align with their brand values and have a large following.
Offer Promotions and Discounts
Everyone loves a good deal, so offering promotions and discounts can be a great way to attract new customers and drive sales. You can offer discounts to first-time customers, create limited-time offers, or offer free shipping for a certain amount of purchases.
Example: Online retailer Lazada is a great example of a company that uses promotions and discounts to attract new customers and drive sales in the Philippine market. Lazada offers discounts for first-time customers, as well as regular promotions, such as their "Flash Sale" events where products are discounted for a limited time. They also offer free shipping for a certain amount of purchases, which is a great incentive for customers to purchase more items at once.
In conclusion, marketing a new brand requires a strategic approach that considers your target market, your unique selling proposition, your brand identity, and your marketing channels. By using the strategies outlined in this guide, you can effectively promote your Shopify store business and stand out in the Philippine market. Remember to always stay true to your brand values and continuously test and refine your marketing strategies for optimal results.