Making a private label company stand out can often require a far different approach than that of a company offering a unique product. Essentially, you’re offering something already on the market but are trying to advertise it as something that appeals to a specific audience. It’s not technically your product, but it’s your label.
Herein lies the problem: when you don’t have a product that will lure in customers for its uniqueness, you must get extra creative with marketing. If you need a helping hand, we’ve included a few ideas below for helping your private-label products stand out:
Choose a Reputable Manufacturer
Creating a successful private label wine business often starts with choosing a reputable manufacturer. You need to ensure you won’t disappoint your customers with inconsistent supply and inferior-quality products. Otherwise, no matter your marketing efforts, you’ll fail to impress them.
The best companies have many processes to ensure quality, reliable products for their private-label customers. They also utilize the best technologies and procedures to help you supply a standout product you can be proud of.
Understand Your Target Market
You must understand your target market before creating marketing campaigns or hiring a marketing team. Knowing who you’re trying to appeal to can help with everything from marketing wording to colors, shapes, lines, and logos. Researching your target market can be a complex process, but it’s something you can do in steps, such as:
- Analyze your customer base
- Perform client interviews
- Research your competitors
- Create customer personas
- Find out who your customer isn’t
- Use Google Analytics
Once you know your target audience, you might find it much easier to establish marketing campaigns that appeal to them the most.
Involve Branding Experts
You might know how to find the best private label supplier in the industry, but that doesn’t mean you’re a branding expert. If you know this is a weakness, involve branding experts. Their input can be invaluable.
They can shed light on strategies that do and don’t work, build a logo, and create branding guides. Many talented branding teams will even help you create a strong brand identity that reflects your company values and connects with your consumers on an emotional level. You can then be well on your way to releasing innovative products your customers love.
Prioritize Customer Service
Your product isn’t unique. You’ve had to put in the effort to create a unique product with marketing and labeling alone. However, that isn’t the only way you can stand out. You can make a name for yourself with excellent customer service.
Customers often hold fond opinions of companies that make them feel special. You can do this by responding to comments on social media, being prompt with communication, and providing multiple contact methods for customers to get what they need from you. Aim for a few options, at a minimum, like live chat, direct messaging, email, and phone numbers. When you make an effort to interact and engage with your customers, you might improve your chances of having more loyal customers who will continue to buy your products.
Get Creative With Packaging
It can be quite challenging to get creative with some product packaging. For example, wine mostly comes in the same bottle shape, colors, and size. However, that doesn’t mean there still isn’t room for creativity.
You might create a unique-looking label or even present your wine in a beautiful box or container that you’ve factored into the purchase price. You might even stand out from your competitors by ensuring your product packaging is sustainable, eco-friendly, or 100% recyclable. In a sea of ordinary-looking wine bottles in a store, there’s always a way to make yours catch a customer’s eye.
Use Innovative Marketing Strategies
Word of mouth has always been an effective marketing strategy. Just look at the hot sauce company Huy Fong Foods Inc. Their sriracha is one of the most popular hot sauces on the market, and they’ve never advertised it.
However, word of mouth doesn’t have to be the only tool in your toolkit. You can explore other options to help your products stand out, such as digital marketing, influencer partnerships, and content marketing.
Advertise on social media, experience organic growth through SEO, and collaborate with influencers and bloggers who align with your brand. It also doesn’t hurt to find out where your competitors aren’t visible so you can snap up the market share in those areas.
Be Willing to Change
No matter how much research you do in the early days of product creation, you won’t always get it right. You might notice that some of your marketing efforts haven’t paid off for some products but are working for others. You might also find that winning branding techniques are slowly losing their appeal, even though they were initially successful. Being willing to change, adapt, and evolve with your changing market is integral to standing out. Failure to do so might even mean your business doesn’t last the distance.
Build Solid Relationships
Connecting with a reputable private label company is only one of the relationships worth forming. It can also be important to communicate with businesses that will stock your goods and those that will help you make more sales.
Getting your name out in the public eye and the face of the general public is rarely easy. However, it’s a necessary process. Attend trade shows and networking events and arrange meetings with business owners. The more effort you put in, the more memorable relationships you might be able to build.
Building a private label company can sometimes be challenging, especially when you must develop creative marketing and branding. However, by taking the actions above, you might achieve your goals and enjoy business success.