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By: Serach Nissim
Some of New York City’s most innovative and successful entrepreneurs are sharing their marketing secrets— that won’t break the bank.
As reported by the NY Post, successful business owners say organic marketing tactics have helped make their companies grow without costly traditional print, television or even online marketing. It’s all about “word of mouth… and people telling their friends,” said Lauren Berlingeri, co-founder and CEO of wellness brand Higher Dose.
Higher Dose, launched in 2016, is a Manhattan-based self-care and beauty company offering at-home wellness technology, such as its popular red-light face masks, holistic recovery bundles and sauna blankets. Berlingeri says her business has become successful and sustainable thanks to loyal customers and celebrity shout outs. “We joke that we never needed to do any marketing because everyone would come in and take a sexy sauna selfie,” Berlingeri told NY Next. “And [we] just went viral.” They also got lucky with some celebrities who helped create a buzz.
“We had Bella Hadid [post a picture] showing she’s getting ready with us before the Victoria’s Secret Fashion Show, We had Katy Perry on her plane with a red light face mask,” Berlingeri added. “And honestly, the list goes on when it comes to celebrities. That’s always my favorite slide when it comes to our investor deck — we’ve never paid any of these celebrities and they’ve all endorsed us and love us.”
She says that she and her co-founder Katie Kaps didn’t have lots of money to splurge on marketing when they first got started, so they had to build a following rather than buying one. “We didn’t have the money to pay a celebrity a ton of money to promote our products, which in a way has been a blessing because it’s built this cult-like following that really just loves the brand,” she said.
Other businesses agreed. “If you have to market something that means it’s not good,” said Eugene Remm, who opened a seafood restaurant in the meatpacking district in 2007 named Catch. “I think it just starts with authenticity. Steve Jobs always says that, you know, marketing is ridiculous”. Remm has since expanded the business to eight Catch restaurants across the USA, and the company also just opened a new concept, the Corner Store, in Soho, NY. His locations have become a hotspot for celebrities including Taylor Swift, Gigi Hadid, Jason Kelce and Gwyneth Paltrow.
He attributes his success to avoiding traditional marketing, while focusing on the food, ambiance and customer experience. “Our marketing is truly just getting the people that we know and love to enjoy the product, and they will do the rest of the work,” he told NY Next.
Per the Post, another company who went viral without pricey traditional advertisements is Fleur du Mal. The luxury apparel and lingerie brand, launched in 2012, had sent out a handful of their signature slinky pieces to top fashion stylists to recommend for their clients. It paid off big time when actress Sienna Miller wore one of their silver slip dresses to a Golden Globes after party. “There was this photo of her going to a premiere … and it was just the most iconic photo and it really resonated with people … put us on the map,” CEO Jennifer Zuccarini told NY Next.
“We don’t ever pay anyone to wear anything,” she added “So it’s all, in a sense, organic and through relationships.”
