Relaunch Strategy Session for Skincare Brand

PROJECT: 60-MINUTE MARKETING SESSION

OVERVIEW:

When I first connected with Mel, she was finishing up the rebranding process of changing her business name. With this she wanted to do a big relaunch campaign to spark some sales and let everyone know the new business name, purpose, and mission. She already had some great ideas for the relaunch but she wasn’t quite sure how to lay it all out or if she was missing anything important to help make this relaunch successful. She had previously done a product launch and didn’t quite get the results she had hoped for. So our focus during our session was to start ironing out all the details for her launch so she could then take it and add in all the details for a solid relaunch strategy.

DURING OUR SESSION, WE DISCUSSED AND STARTED TO MAP OUT THE FOLLOWING STRATEGIES:

• Reengagement strategies for email list and social media: Only about 14% of her email list was engaged and her Instagram account also had a low engagement rate at just .2%. This simply meant that it was time to reengage her audience to warm them back up prior to the relaunch. This included:

  • Segmenting her email list to target those that are not engaged and then coming up with an email strategy to reengage those that aren’t already engaged. How can we get them to open her emails and/or clickthrough PRIOR to relaunch?

  • Starting to post more regularly on Instagram and share what’s coming in Stories as well as implementing a networking strategy to boost engagement organically.

• Pre-launch strategies to warm audience up by teasing relaunch: Just like with the reengagement strategies, we also came up with some ideas on how to warm her already engaged audience up to the rebrand coming and get them really excited and invested in the relaunch. This included:

  • Incentives to join presale list: She was already planning on having an incentive for joining the presale list so we brainstormed some ways on HOW to get people on that list. This included a countdown campaign where she would reveal 1 incentive a day for 5 days leading up to when presale goes live. (During presale her idea was to have 5 items that people would get for free with their purchase.) This allows her to talk about the presale daily and encourage her audience to sign up for the presale list by sharing the free products they’ll have access to during the presale if they join the list.

  • Getting her audience invested: This simply is just giving people sneak peeks, asking people’s opinions, have them guess what changes are coming, etc. This allows audiences to feel closer to the changes coming and gets them really excited, aka it warms them up!

• Leveraging existing brand ambassadors for biggest impact: Mel already has some existing brand ambassadors that will help promote the rebrand/relaunch so we evaluated how she utilized these ambassadors for her last launch and I advised on how to leverage them even more for this relaunch.

• Develop an UGC (user-generated content) incentive strategy: This piggybacks off the brand ambassador strategy but we discussed creating an incentive for customers that purchase during the launch and then share about it on social media. This is a simple way to get more people talking about the launch and more people back to her website, all while providing additional value to existing customers.

With these ideas and strategies under her belt, I know Mel is going to have an amazing relaunch for her new brand name!