Ginagain Marketing Strategies: How new brand Ginagain is competing with the giants on a limited budget
By Stephanie Pratt, Ginagain
It’s not easy being new. It’s essential to develop effective marketing strategies to stand out from the crowd, especially in the Gin market, and especially in a crowded market like the UK. Here, producers offer consumers a staggering array of choice and flavours, and of course movie stars have started to get in on the action as well.
One of the biggest challenges for new brands is getting noticed in a crowded market.
So how does a new brand, like Ginagain, without its own brick and mortar distillery, tasting room or local community, make an impact in this market?
We know we have a quality product (it took over 65 iterations to perfect the recipe of our initial offering), quality is a difficult attribute to market on a tiny budget in a landscape full of brilliant and overwhelming branding. Small businesses can use a variety of marketing techniques to reach their target audience and grow their sales. And we’re having a stab at it.
So here are 5 marketing choices we made for the Christmas season.
Effective marketing strategies for new small gin business
- We reached out to smaller print publications, like Zest Media’s Absolutely London, who could offer the demographic we were after at a price we could work with.
- We worked with the online retailer Master of Malt (who was the only retailer who agreed to stock us when we launched) on a discount promotion for Christmas and a listing in their gift finder.
- We engaged the Gin community on Instagram, #ginfluencer, and privately offered up a bottle for honest feedback. They tended to post their feedback publicly and thankfully for us it was overwhelmingly positive.
- We leaned into a limited creative set that we could change through the season with a few tweaks to keep our social posts flowing (promoted and organic), while keeping it fresh.
- We backed it all up with Google Search Ads and Shopping listings which are low cost and high shopping intent.
While many businesses have excellent SEO that result in top of page listings, you can protect your brand on Google search if you’ve found yourself sharing the top of the first page of the search results with another company – or if someone is already bidding on your brand name. Running paid search on your brand terms also allows you to control the headline a potential customer sees based on their search as well as easily updating messaging and display offers and additional deep linking. Typically bidding on your brand term shouldn’t cost you much at all.
Room for innovation and creativity
While the gin market is undeniably saturated, there’s still room for innovation and creativity. By focusing on targeted marketing, leveraging social media engagement, and using effective search engine optimisation techniques, even new brands like Ginagain can carve out a niche and establish themselves among the giants. Remember, quality always shines through, and with a dedication to crafting an exceptional product or service, success is within reach. Cheers to making your mark in the ever-evolving world of gin!
Stephanie is the co-owner of Ginagain with 20+ years in online and product marketing.
It was an absolute joy to take some of the initial product images for Ginagain and help them kick off their marketing campaign. Not just a beautiful product to work with, but one that carries the hopes and dreams of a new venture. If you’d like my help in creating some powerful product images that will really speak to your target audience, please get in touch.
