Market Mix - 🔍 Simple Product Launch Framework

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This brand Puresport executed a flawless product launch. And it ended up being their best product launch to date. From gamifying the release to a BTS on YouTube - it was DIALED. And I’m breaking it all down today.

And as always, thank you to our partners Northbeam and SARAL.

Get your brand in front of 200,000+ marketers & founders.

In partnership with Northbeam

Data Is As Precious As Gold.

And it’s the key to driving LTV.

Utah-based shoe brand Kizik saw this in 2022.

When they partnered with Nike, their brand took off.

But they struggled to get repeat purchases due to a lack of insight into initial touchpoints.

So in 2022, Kizik teamed up with Northbeam to consolidate their data sources.

Their aim: Increase LTV by re-engaging existing customers.

The outcome: they’re expanding nationally in 2024.

So curious how you can optimize touchpoints to increase LTV?

Reach out to Northbeam to drive real results in a matter of months.

The framework I swear by is: Tease x Hype x Collect x Push/Pull.

First, Tease: Build anticipation and curiosity.

Then, Hype: With a campaign that gets people talking.

Next, Collect: Emails and SMS opt-ins from the hype.

Finally, Push & Pull: With targeted marketing, and promote twice as much as when you were before.

Let’s look at how Puresport’s recent campaign to launch their Salt Electrolyte nailed this framework.

Tease - Build Anticipation & Curiosity

They needed to grab attention immediately.

And the launch video was the perfect teaser.

But it didn’t give too much away.

And they took the teaser to the next level by including a challenge in the caption:

Guess the phrase related to the new product.

Now the launch became more than something to watch.

It became something to be a part of.

Hype - Build the Buzz

Educate - Why They Need It

Puresport explained how sweating during exercise leads to fluid and sodium loss, which can negatively impact performance if not replenished.

Inspire - Help Them Reach Their Goals

Puresport focused on how Ultra Electrolytes help athletes replace what's lost for better endurance, delayed fatigue, and boosted stamina.

Motivate & Entertain - Make It Irresistible

So they ran a contest in the teaser caption.

Win a year's supply by guessing the phrase correctly and sharing the post.

And they teased exclusive water bottles that would drop on launch day, asking followers to vote for their favorite color.

Impact? They created a sense of urgency and scarcity.

Collect - Build Your Email and SMS List

This is where you capitalize on the hype.

Puresport gave email subs first dibs on the new product drop, and exclusive access to limited-edition merchandise like the Salty Pace water bottles.

And it worked.

Puresport's exclusive bundle sold out within the first week.

Push/Pull - Amplify Your Message

The key is to promote your product 2x as much as your teaser and hype content.

Because only 10-15% of your audience sees that initial content.

But Puresport didn't just push their Salt Electrolyte product; they pulled their audience in with compelling content.

They shared the science behind electrolyte replacement.

They inspired with stories of athletes pushing their limits.

So the next time you’re launching a product, remember this framework:

In partnership with SARAL

NordVPN's Playbook to 10 Billion YouTube Views

30% of internet users use a VPN.

One of the most successful companies in this category is NordVPN, with 14 million users and a $3 billion valuation.

The secret to their success?

An extremely successful influencer program.

Here’s how it worked:

The outcome: a constant stream of endorsements from thousands of influencers.

But scaling to 1000s of influencers isn’t as complicated as it sounds. And it doesn’t take a huge budget.

You just need the right strategy and tools.

I’ve got the plug for both at SARAL.

I highly recommend talking to their team. It’s the most effective way to prop up or scale your influencer program so it actually creates results.