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How To Market A Complex Product: Lessons From The EV Industry

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Introduction: Product Marketing Lessons For You

When it comes to product development, the lessons learned from the electric vehicle (EV) industry are hard to ignore. Picture this: companies promised consumers a clean, eco-friendly alternative to traditional cars, a future of high-tech, cost-effective transportation. But in practice? Many early EVs fell short of what buyers truly wanted—resulting in slow adoption, mixed reviews, and costly mistakes. The marketing dream didn’t align with the realities of product development, and the consequences were profound.

EVs offer a front-row seat to the risks of misaligned product development and marketing, showing us what happens when the features a product should have don’t match what it actually offers. The marketing message sounded great, but the reality on the ground didn’t always measure up, leaving many consumers skeptical. For any business, this highlights an important truth: if your product doesn’t meet the expectations you’re promoting, the fallout can be hard to recover from.

In this post, we’ll explore how product development and marketing need to work in sync. By diving into the complexities of the EV market—like the push for environmental benefits, challenges with charging infrastructure, and the rise in costs over time—we’ll uncover crucial lessons for companies trying to introduce complex or innovative products. Whether you’re in tech, retail, or any other industry, the EV story offers invaluable insights on how to align product development with consumer expectations, laying the groundwork for authentic, successful marketing that resonates with customers.

Ready to take a closer look at these key insights and apply them to your own strategy? Let’s dig in.

1. Build A Product Around Your Customer’s Lifestyle, Not The Other Way Around

In the early days of the electric vehicle (EV) industry, companies made a powerful promise: these vehicles would be the answer to reducing emissions and protecting the planet. Early models like the Nissan Leaf and Chevy Volt entered the market with a compelling environmental message, positioning themselves as compact, efficient, and economical alternatives to gas-powered cars. But here’s where the EV industry hit a wall. While the environmental angle was noble, the product itself didn’t meet the everyday expectations of most consumers, who wanted size, style, and performance—all qualities they were used to in gas-powered vehicles. For many, the small, economical models simply didn’t fit into their lifestyles.

One of the biggest issues was that consumers weren’t asking for tiny, eco-friendly cars; they were hoping for the same comforts and performance as their traditional cars but in an electric version. Marketing had built up the environmental promise, but product development delivered compact cars that felt like compromises. The result? Consumers were skeptical, and many looked the other way. While product developers were focused on what they believed people shouldwant (a minimal environmental footprint), the reality was that these models didn’t align with how most people wanted to live and drive. As a result, the industry struggled to convert the majority of consumers who weren’t willing to sacrifice size, speed, or style for the sake of efficiency.

Enter Tesla. Tesla’s approach wasn’t just about offering an electric car; it was about developing a vehicle that matched consumer desires for luxury, performance, and sleek design. By focusing on these core qualities, Tesla was able to bridge the gap between environmental appeal and consumer lifestyle, showing that an electric vehicle could be both eco-friendly and exciting to drive. Tesla recognized that to truly gain traction, they had to develop a product that fit seamlessly into a driver’s existing preferences and lifestyle, not force the driver to adapt to the limitations of the product.

The Lesson: Align Product Development and Marketing

This early misalignment between marketing and product development offers a powerful lesson for any industry. Consumers will always prioritize products that integrate easily into their lives, rather than adjusting their lives to fit the product. Product development and marketing must be in sync to truly understand what customers value and desire—whether it’s practicality, style, or a sense of luxury. By focusing on these consumer-centric aspects from the start, businesses can create products that deliver on the promise they’re marketed with, ultimately building stronger loyalty and trust.

2. Navigating Marketing Complexities: Launching a Product Without a Supporting Ecosystem

One of the biggest challenges facing the EV industry isn’t just the vehicles themselves—it’s the infrastructure needed to support them. For an EV to be practical, the process of charging has to be nearly as convenient as filling up a gas tank. But the charging ecosystem remains fragmented, with varying speeds, inconsistent availability, and a lack of standardization that has left many consumers frustrated. The result? Potential buyers hesitate, as they’re deterred by the uncertainty of finding a compatible and convenient charger when they need it.

When consumers think of charging an EV, they’re often surprised to find it’s not a “one size fits all” solution. EVs require different types of chargers depending on their model and charging needs. The so-called “fast chargers” range from 50 kW to 350 kW, with the higher wattages enabling faster charges. But not all EVs are designed to handle these higher power levels, meaning a car built for 50 kW can’t charge any faster on a 150 kW or 350 kW station. Compounding this, even models of the same car may have different charging limits depending on the trim level. Consumers may pull up to a charging station only to find it’s either too slow or, in a more frustrating scenario, fully occupied by a car that could have used a slower charger. It’s a stark reminder that infrastructure should be built and streamlined to fit consumer needs, not the other way around.

The lack of standardization doesn’t end there. Different charging networks have different protocols and accessibility standards, often requiring separate apps or cards to operate. Imagine driving long distances, hoping to charge along the way, only to find that each station you come across requires a different method of access. This lack of uniformity makes the experience feel cumbersome and unreliable—exactly what EV adopters don’t want. The gas station model, where all vehicles take a standardized nozzle with fuel options available in a simple three-button choice, is what EVs lack. This fragmentation isn’t just inconvenient; it can push potential buyers back toward the reliability of gas-powered vehicles.

The lesson here is clear: launching a product that requires an entire support ecosystem without fully considering ease and accessibility for the end user is a recipe for slow adoption. EV manufacturers and infrastructure providers underestimated the importance of a simple, user-friendly experience. A seamless, intuitive experience from the start could have built confidence in the technology and encouraged early adoption by eliminating unnecessary hurdles. In product development, it’s crucial to consider the ecosystem in which a product will live and how it aligns with consumer expectations for accessibility and simplicity.

The Lesson: Build the Ecosystem Before Launching a Complex Product

As a takeaway for any industry, when releasing a product that requires a supporting ecosystem, convenience for the end user must be prioritized. Without standardization and accessibility, even the most advanced product will struggle to reach widespread adoption. By focusing on creating a smooth, consistent user experience, brands can meet consumers where they are and make it easy for them to integrate new technology into their lives. The EV industry’s struggles with charging infrastructure are a powerful reminder that consumers are more likely to adopt products that feel like enhancements to their lives—not inconveniences.

3. The Impact of Rising Costs: How Price Fluctuations Influences Product Adoption

When electric vehicles (EVs) first entered the market, one of the core value propositions was affordability—specifically, the lower cost of “fueling” an EV compared to traditional gasoline cars. But as electricity costs have steadily risen, particularly for fast-charging stations, this initial promise has weakened, altering the perception of EVs as an economical choice. For any brand marketing a cost-sensitive product, this shift serves as a key lesson in the challenges of promoting affordability when price fluctuations occur.

When a product is marketed as a cost-effective alternative, any change in that narrative can create tension with consumers. Take the case of EV charging costs: in 2017, charging an EV at a fast charger cost around $0.20 per kilowatt-hour (kWh). Today, that price has more than doubled, averaging about $0.48 per kWh, with some urban areas charging even more. For consumers without the option to charge their vehicles at home, the anticipated savings quickly diminish, reshaping their view of EVs as not as cost-effective as initially believed.

This example underscores a critical marketing insight: for any product marketed on affordability, it’s essential to consider how external factors—like electricity prices or raw material costs—could affect that perception over time.

Several EV brands presented cost savings as a straightforward advantage, which resonated with budget-conscious buyers. But as charging costs continued to rise, it became clear that the messaging was overly optimistic. This disconnect left some consumers disillusioned, feeling that they had been promised savings that didn’t materialize. The takeaway?

The Lesson: Setting Realistic Expectations

To build long-term trust, brands must balance the appeal of cost savings with realistic projections about future expenses. While EV brands initially highlighted cost benefits, few addressed the potential for rising electricity prices or the limited availability of affordable charging options. Setting realistic expectations about long-term costs could have positioned EVs as a stable investment rather than a product with hidden expenses.

For example, communicating with transparency about potential price variables or providing guidance on managing costs can demonstrate integrity, fostering consumer trust even as conditions change.

4. The Importance Of User Experience: How UI/UX Is Non-Negotiable in Today’s Market

User interface and experience (UI/UX) has become a primary factor that can make or break a product. The EV industry’s challenges in designing intuitive, responsive software highlight the immense role that usability plays in shaping consumer trust. For EV owners, software isn’t just a feature; it’s essential to daily functionality—from tracking charge levels and planning routes to managing in-car features. This reliance on software underscores the importance of delivering a seamless user interface (UI) and UX that users can depend on, something that many traditional automakers are still struggling to achieve.

The Critical Role of Software in EVs

In the past, a car’s appeal was primarily about hardware—engine performance, body style, and safety features. However, with EVs, the software is equally crucial. It manages a range of essential functions, from battery monitoring and charging stations’ location to navigation and entertainment. Yet, for some traditional automakers, software has become the Achilles’ heel. Brands like Tesla and Rivian have pushed the boundaries of UI and UX in their vehicles, integrating real-time updates, intelligent trip planning, and engaging in-car systems that allow owners to connect directly with the car’s features and receive updates remotely.

Most EV manufacturers, however, fall short. Many still rely on outdated software or infrequent updates that can create friction points in the user experience. This often forces drivers to resort to third-party apps to accomplish tasks that should be simple, like finding a nearby charging station or routing through charging points. Unlike gas stations, where consistency is nearly guaranteed, EV users need more guidance—and ideally from a source they can trust, such as the car’s built-in software. But with limited updates and lackluster functionality, traditional automakers are leaving users to navigate around these shortcomings on their own.

The issues in user experience stem from a disconnect between the car’s software capabilities and the demands of modern EV drivers. Planning a road trip, for instance, is a complicated process that ideally requires integration with charging station data, terrain, and even weather conditions to optimize battery usage and prevent unexpected delays. Many traditional automakers struggle to implement this type of technology, creating stress for users who have to find workarounds. In addition, real-time data on charging station availability or speed, crucial for planning stops, is often missing or inaccurate, which only compounds the frustration.

Another challenge lies in update frequency and flexibility. Tesla, for example, was one of the first to offer over-the-air updates, meaning that drivers benefit from ongoing software improvements without visiting a dealership. These updates improve battery efficiency, fix bugs, and often introduce new features, enhancing the vehicle’s functionality over time. Traditional automakers, however, have often lagged in developing this capability, requiring in-person visits for updates, or only offering minimal improvements. This approach not only interrupts the user experience but also diminishes consumer confidence in the product’s ability to stay current.

Why a Seamless User Experience Builds Loyalty

User experience isn’t just about making things easy; it’s about creating a relationship based on trust and reliability. In a world where technology is everywhere, consumers expect products to work intuitively and evolve alongside their needs. For EV manufacturers, a reliable and seamless UI/UX is essential for building consumer trust, particularly because the decision to switch to electric is already a leap into new territory for many customers. When software performs well, it reduces stress and allows users to feel supported by the product. But when it’s slow, unresponsive, or clunky, it disrupts the entire experience and can lead to “range anxiety”—the fear of running out of battery before reaching a charging station—a concern rooted in both UX and infrastructure issues.

By delivering an interface that’s easy to navigate and responsive, brands can differentiate themselves and retain customer loyalty. With a strong user experience, automakers can reassure customers that they’re getting the best of both worlds: a high-performing vehicle backed by technology that enhances its usability, not limits it. But when that experience falls short, the result is a product that feels incomplete or outdated, which can deter new buyers from joining the EV market.

The Lesson: UI/UX is Not Optional

The EV industry’s example underscores a fundamental lesson for any brand: user experience can’t be an afterthought. It must be considered from the start, particularly when a product involves complex, tech-driven elements. As Tesla has demonstrated, offering ongoing improvements and a UI that prioritizes the user’s needs fosters long-term trust. Other brands, particularly traditional automakers, need to prioritize UX if they want to succeed in a market where consumers have increasingly high expectations for seamless, reliable technology.

Ultimately, brands that prioritize UX/UI design, frequent updates, and user-focused software integration will be better positioned to earn and retain consumer trust. In a world where product success is heavily influenced by user experience, investing in intuitive, reliable technology is no longer optional—it’s essential.

5. Product Innovation vs. Monetization: The Consumer-Centric Approach

Brands that prioritize innovation and value for the consumer tend to build stronger loyalty than those focused solely on monetization through add-on charges. For consumers, there’s a clear difference between a product that continuously improves with meaningful updates and one that requires payment for basic functionality or incremental features. When brands take a consumer-centric approach, they don’t just sell a product—they build a lasting relationship with their customers.

Balancing Innovation with Value

Take Tesla, for example. Known for its relentless pursuit of innovation, Tesla provides both software and hardware updates for its vehicles, even post-purchase, as part of its standard offering. The company frequently rolls out over-the-air software updates that improve battery efficiency, introduce new features, and refine the driving experience. Tesla’s approach demonstrates a consumer-focused model: rather than charging for each improvement, it adds value to the customer’s purchase long after the initial sale. Tesla’s updates reflect its commitment to improving the customer experience over time, fostering a sense of trust and loyalty.

For customers, this approach translates to a valuable sense of ownership—they’re not left behind as new technology emerges. Instead, their vehicle remains relevant and competitive, with Tesla’s software updates acting as a bridge to the latest advancements. It’s a strategy that makes consumers feel that their purchase was a long-term investment rather than a single transaction.

The Pitfall of Monetization for Basic Features

In contrast, many legacy automakers have leaned into monetization strategies that charge consumers for features that, to many, should come standard. Subscription fees for things like heated seats, remote start, or connectivity features have become increasingly common. While subscription-based services can work when they add significant value (like advanced navigation or exclusive driving modes), when basic functionalities are gated behind a paywall, customers often perceive it as a cash grab.

This approach can backfire, as it leaves consumers feeling that they’re paying for essentials that should have been included. While the strategy may initially boost revenue, it can erode trust, with customers feeling nickel-and-dimed for each minor feature. This sentiment becomes particularly pronounced when competitors offer similar functionality as standard. For instance, paying extra for navigation updates or in-car internet hotspots—especially when slower than a standard smartphone—often leaves a negative impression that detracts from the overall brand experience.

The Lesson: Simply Add Genuine Value

Consumers appreciate added value when it feels like a real enhancement to the product experience. When subscription-based features are implemented, they should feel like a premium addition rather than an essential tool held hostage by a paywall. Brands that innovate for the consumer by updating hardware or software, enhancing usability, and evolving the product without endless fees gain consumer loyalty.

For brands, this underscores the importance of aligning product design and pricing models with consumer expectations. When a product feels like a worthy investment that will remain functional and relevant for years, consumers are more likely to remain loyal and recommend the brand to others. The focus should be on continuous improvement and value that reflects a customer’s needs—not just a financial opportunity for the brand.

By adopting a consumer-first approach to innovation, companies can establish themselves as reliable, future-focused brands. In an era where consumer trust is easily lost, creating value that feels tangible and essential sets brands apart, offering a competitive edge in both perception and performance.

Conclusion: How to Market A Complex Product

Marketing a complex product, especially one as nuanced as electric vehicles, is a balancing act between innovation and clear, consumer-aligned messaging. When marketing doesn’t actively engage with product development, misalignment occurs—leading to frustrated consumers and missed opportunities. The EV industry’s journey underscores a valuable lesson for all brands: effective marketing goes beyond promoting a product; it helps shape the product by anticipating consumer needs, identifying potential obstacles, and guiding product development.

The process begins with in-depth market research, uncovering what consumers genuinely value and where they see potential limitations. For EVs, early consumers cared about sustainability but also wanted performance, style, and convenience—a combination that only some brands delivered. This gap highlights the importance of integrating consumer feedback into every stage of product development, ensuring that each feature and benefit resonates with the target audience’s expectations and lifestyle.

In any complex product journey, alignment between product capabilities and marketing promises builds trust and long-term loyalty. Brands that prioritize a customer-centric approach, adjust to real consumer insights, and demonstrate a clear value proposition create a product that meets needs and builds lasting confidence.

For companies ready to bridge the gap between their product and its potential audience, consulting support can offer the guidance needed to streamline product development, conduct actionable research, and craft a marketing strategy that truly reflects consumer demand.

To schedule a free exploratory session or learn more, reach out to me at dani@manven.la and explore our website manven.la. Follow us on Instagram: @manvenla, and connect with me personally at @danimansour.

Let’s work together to ensure your business stays ahead of the curve, no matter where the digital landscape goes!

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What If TikTok Disappeared? Adapting Your Marketing Strategy for a Platform Shift

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Introduction: What Happens if TikTok Disappears?

What if TikTok, one of the biggest drivers of product discovery and brand engagement, just vanished? It’s not just a hypothetical anymore. With ongoing discussions about a potential TikTok ban, both users and businesses are wondering how this might change the way they connect. If you’re one of the millions who find new products through TikTok, a ban could disrupt your shopping habits. If you’re a brand using TikTok to reach your audience, you might be asking yourself, “What’s my backup plan?”

But before we jump to conclusions, let’s shift the narrative a bit. This isn’t about stirring panic—this is about seeing the opportunity. The way we engage with brands and shop online is evolving, with or without TikTok. And that’s where your focus should be: not on the platform itself, but on how you can adapt your strategy to thrive in a constantly shifting digital landscape.

TikTok has redefined how we consume content. It’s fast, engaging, and addictive. But if it disappears, that doesn’t mean the behavior it fostered goes away. Instead, it means the stage is shifting. So, the real question for brands isn’t “What do I do without TikTok?” but rather, “How do I maintain and enhance that customer engagement on a new platform?”

This blog post will dive deep into how businesses can navigate a post-TikTok world, capitalize on other platforms, and create a strategy that’s not dependent on a single app. Whether or not TikTok is banned, your approach to marketing and customer engagement should be adaptable and proactive. Ready to see how? Let’s get started.

The Power of TikTok: What It Represents

TikTok isn’t just another social media platform—it’s transformed the way we discover products, engage with content, and even how we make purchasing decisions. For many, TikTok has become a go-to app for entertainment, but also for finding the latest trends, learning about new brands, and engaging with products in a way that feels organic and real. But what exactly makes TikTok so powerful in shaping consumer behavior, especially when it comes to shopping?

To put it simply, TikTok has redefined product discovery. TikTok seamlessly integrates branded content into users’ feeds, blurring the line between entertainment and advertising. The result? Users don’t just scroll past; they stop, engage, and often buy. In fact, 78% of TikTok users have purchased a product after seeing it featured in a video. Compare that to Instagram, where 44% of users shop weekly, and it’s clear that TikTok holds a unique sway over its audience.

So, why does TikTok have this impact? One of the biggest reasons is its highly addictive, fast-paced format. TikTok’s short, engaging videos pull users into stories—whether it’s a product review, a DIY tutorial, or an influencer sharing their latest haul. The app’s algorithm tailors content based on individual preferences, making every user’s experience feel personal. It’s this level of customization that has made TikTok a game-changer for product discovery.

For brands, TikTok is a goldmine for reaching younger audiences, especially Gen Z. Over 53% of Gen Z hangs out on TikTok weekly, and nearly 36% prefer learning about products through short, engaging videos. Gen Z isn’t just passively consuming content; they’re actively participating—commenting, sharing, and buying based on what they see. TikTok has made product discovery feel less like a sales pitch and more like a natural part of users’ everyday lives.

And it’s not just about the volume of users. The time spent on TikTok is staggering. Users spend an average of 52 minutes a day on the app, compared to 30 minutes on Instagram. To give that more context: TikTok users spend 197.8 million hours a day watching videos, while Instagram users spend 17.6 million hours a day watching Reels. The engagement on TikTok is unparalleled, and it’s changing the way brands approach their digital strategies.

But what happens if TikTok disappears? The platform may go, but the behaviors it created won’t. The way people discover products—through storytelling, short videos, and authentic content—has become a blueprint for engagement that brands need to replicate across other platforms. The lesson here? It’s not about TikTok itself; it’s about the power of connection and how brands can harness that, no matter where their audience goes next.

Diversifying Your Strategy: Beyond TikTok

The potential disappearance of TikTok might sound alarming, especially if you’ve built a strong presence there, but it’s also an opportunity for a strategic shift. Brands can no longer afford to be platform-reliant; instead, they must focus on the core of what drives engagement—connection. TikTok’s success wasn’t just in its algorithm; it was in how users and brands connected through authentic, engaging content. That connection is what brands need to replicate, not just the platform itself.
So, how do you make that shift? It starts with recognizing that your audience’s behavior won’t change just because the platform does. If TikTok disappears, people will still seek out content that grabs their attention, makes them laugh, and inspires them to buy. The key is to recreate those same engagement opportunities on other platforms like Instagram, YouTube Shorts, and even newer platforms like Threads.

  • Instagram Reels is one obvious alternative. While it still has room for improvement, Reels has become a hub for short-form video content. The strategy here is to take the storytelling techniques that worked on TikTok—whether it’s showing behind-the-scenes moments, sharing customer testimonials, or creating humorous skits—and apply them to Reels. Instagram may not have TikTok’s quirky spontaneity, but the way you tell your story remains the same: you’re aiming for authenticity, relatability, and connection.
  • YouTube Shorts is another rising contender. Although YouTube is traditionally known for longer-form content, Shorts provides a perfect opportunity to rework your TikTok content for a new audience. If you’ve been creating product tutorials, influencer collaborations, or educational content, you can easily adapt those videos for Shorts. The focus here should be on maintaining the energy and excitement of your TikTok content while fitting it into YouTube’s ecosystem, which can provide a more structured discovery process through subscriptions and curated recommendations.
  • Community Engagement is also a critical piece of this puzzle. One of the main reasons TikTok worked so well was because it created a sense of belonging. People didn’t just watch videos—they engaged with creators, commented on their content, and felt like they were part of a community. Brands can replicate this by building similar engagement on other platforms. On Instagram, this might mean more interactive Stories, live Q&As, or polls. On platforms like YouTube, it could involve live streams where brands interact directly with their audience, giving them a space to feel seen and heard.
  • Even newer platforms like Threads can be considered. While still in its infancy, Threads offers a space for quick, conversational posts that could serve as a supplement to more visual-heavy platforms. It’s another tool to foster direct conversation with your audience, helping to maintain the feeling of community that TikTok provided. The key here is to remain flexible and to be where your audience goes.

The lesson in all of this? It’s not about the platform—it’s about the strategy. The platforms may change, but the fundamental approach to creating engaging content remains the same. Focus on what worked on TikTok—storytelling, authenticity, and community engagement—and bring that same energy to other spaces.

This mindset shift, from platform-reliant to strategy-driven, is what will allow your brand to thrive no matter what changes come. Diversifying your presence across multiple platforms also means you won’t be caught off guard by sudden shifts. When you’re building loyalty with your audience, it’s not about where you’re reaching them; it’s about how. So instead of worrying about TikTok’s potential demise, think about how you can take the connection you’ve built and spread it across new stages.

Taking Ownership of Your Customer Base

When your business heavily relies on a platform like TikTok, you’re playing by someone else’s rules. While platforms are powerful tools for discovery, they can vanish, change their algorithms, or shift their policies overnight, leaving you scrambling. That’s why building a direct connection with your audience—a relationship that exists outside of social platforms—is crucial. You need to own your customer base to future-proof your business.

Owning your customer base means having direct access to your customers without relying on third-party platforms to reach them. It’s about creating a system where you control the narrative, and the relationship with your audience is on your terms. This approach is more sustainable and less vulnerable to sudden platform changes. Let’s explore how you can take ownership of your audience with actionable steps.

1. Grow Your Customer Database

Collecting customer data, such as phone numbers and emails, is one of the most effective ways to establish direct communication with your audience. Whether through email marketing or SMS, having direct access to your customers allows you to tailor your messaging and marketing efforts without relying on third-party platforms or algorithms. This data is not only essential for sending personalized offers and updates, but it also plays a key role in ad targeting, allowing you to reach your audience more effectively.

The key to gathering this data is offering value in exchange for it. Create incentives such as discounts, exclusive content, early access to products, or loyalty rewards in exchange for sign-ups. You can collect data through sign-up forms on your website, social media, or even in-person events. Once you have their information, use it wisely by sending targeted, respectful communication that adds value to their experience.

Respect your customers’ privacy and always abide by regulations like GDPR or CAN-SPAM to ensure that your data collection practices are ethical and compliant. Be transparent about how you plan to use their information and offer easy ways for customers to opt out if they choose. By handling customer data with care and respecting their preferences, you’ll build trust while creating more effective, direct marketing campaigns.

2. Enhance Your Website Experience

Your website should be more than just a digital storefront. It’s where you can fully control your brand’s story, guide your customers through their journey, and capture data that will help you tailor future interactions. Think of your website as your home base—the place where your audience can always find you, regardless of what happens on social platforms.

To make your website an engaging hub, consider creating content that resonates with your audience, whether it’s a blog, how-to guides, or a behind-the-scenes look at your business. Offer a smooth, intuitive shopping experience, and use tools like pop-ups or embedded forms to capture customer information. Building a seamless website experience will encourage repeat visits and position your site as a valuable resource for your audience.

Additionally, integrating features like a live chat or customer service portal can further enhance engagement, making your website a destination for both browsing and customer support. Think of your website as not just a sales tool but a space where your audience feels connected and valued.

3. Foster Community Engagement

Social platforms like TikTok are great for building communities, but you can also foster engagement that’s within your control. Create your own community space, like a membership site, a private Facebook group, or even a Slack channel, where your most engaged customers can interact directly with you and each other. This helps deepen the customer relationship and gives you more control over how you communicate and connect with your audience.

In these spaces, you can offer exclusive content, early access to products, or behind-the-scenes insights that your audience can’t get anywhere else. It’s all about giving your customers a reason to keep coming back and building a sense of belonging that isn’t tied to a third-party platform. Encourage dialogue and make your customers feel like they’re part of something bigger—this will naturally lead to stronger loyalty and long-term engagement.

By owning your customer relationships through email, a strong website, and community engagement, you’re putting control back into your hands. Platforms like TikTok may come and go, but when you’ve established direct lines of communication with your audience, you’ll be prepared for whatever changes the digital landscape throws your way.

Think Like a Creator: Storytelling as a Marketing Tool

Consumers crave more than just products; they want to connect with brands on an emotional level. This is where storytelling becomes the most powerful tool in modern marketing. If we’ve learned anything from platforms like TikTok, it’s that people are more engaged when they feel involved in a story. Whether it’s a quick behind-the-scenes look or a heartfelt customer journey, storytelling allows brands to make an emotional connection with their audience that transcends mere transactions.

But here’s the key: storytelling isn’t limited to one platform. While TikTok may have popularized short-form, relatable content, the principles behind its success—authenticity, creativity, and engagement—can be applied across any digital space. Brands should focus on the content style, not just the platform, to maintain the level of engagement they’ve built on TikTok.

1. Authenticity Over Perfection

 Consumers today are drawn to brands that show their human side. Highly polished, scripted ads no longer carry the weight they once did. Audiences want to see the real faces behind the brand—the imperfect moments, the struggles, the wins. When thinking like a creator, the focus should be on creating content that is genuine and unscripted. Platforms like Instagram Reels or YouTube Shorts allow brands to share short, raw clips that feel more personal and relatable.

For example, a small business might post an Instagram Reel showing how their products are made, showcasing the hard work that goes into every item. It’s less about promoting the product directly and more about sharing the brand’s story and creating an emotional connection. That type of transparency builds trust and loyalty.

2. Create Emotional Connection 

At its core, storytelling is about eliciting emotion. It’s what makes people stop scrolling and take notice. Whether it’s laughter, inspiration, or empathy, good stories resonate because they tap into universal emotions. TikTok’s success has been built on these emotional triggers, but you can create the same impact on other platforms.

Brands can use YouTube Shorts, for instance, to tell short stories that highlight their mission or values. Sharing customer testimonials, the founder’s personal journey, or how a product solved a specific problem adds depth to your brand’s message and keeps viewers engaged. The more a brand can evoke an emotional response, the more memorable it becomes.

3. Interactive and Engaging Content 

In a world where attention spans are shrinking, keeping your audience engaged is critical. Storytelling helps brands achieve this by making viewers feel like they’re part of the narrative. A key strength of TikTok was its community-driven content, but this same level of interaction can be replicated on other platforms with the right strategy.

Use Instagram’s interactive features like polls, Q&As, and live videos to involve your audience in the story. Host a live behind-the-scenes event, answer customer questions in real-time, or ask your audience for input on new product designs. The goal is to create a two-way conversation, making your customers feel valued and involved in your brand’s story.

4. Consistency Across Platforms 

Actually, consistency is crucial. The story you tell on Instagram should resonate with what you’re sharing on YouTube or in your email newsletters. While each platform may require a slightly different content format, the overarching message and emotional tone should remain aligned with your brand’s identity. This consistency not only builds trust but also ensures that your audience recognizes your brand no matter where they encounter it.

In conclusion, storytelling in marketing is about more than just advertising—it’s about creating a connection that goes beyond the product. By focusing on authenticity, emotional connection, engagement, and consistency, brands can replicate the success of TikTok across platforms like Instagram Reels and YouTube Shorts. The story is yours to tell, and the platform is just the stage.

Preparing for Future Platform Shifts

The one certainty in digital marketing is that platforms will always change. Whether it’s a TikTok ban or the rise of a new social media app, businesses must anticipate these shifts rather than react to them. TikTok may be today’s powerhouse, but remember MySpace? Vine? These platforms were once dominant, yet they faded away. That’s why it’s crucial for brands to recognize that digital platforms will come and go, and building flexibility into your marketing strategy is the key to long-term success.

So how do you prepare for the inevitable platform shifts? The answer lies in diversification and adaptability. Rather than relying on a single platform to drive your business, spread your efforts across multiple channels. This doesn’t mean diluting your focus, but rather ensuring that your brand’s presence is felt across various platforms. Whether it’s Instagram, YouTube, email, or even emerging platforms like Threads, your ability to adapt to these spaces will future-proof your strategy.

Another key aspect of preparation is staying attuned to where your audience is going next. By keeping an eye on trends and understanding where your target demographic is spending their time, you can stay ahead of the curve. That might mean experimenting with a new platform or doubling down on what’s working on an existing one. The point is, don’t wait for change to happen—plan for it.

Finally, flexibility isn’t just about being on the right platforms. It’s also about the kind of content you create. Content that’s authentic, engaging, and adaptable to various formats (like short-form video, blogs, and live streams) is the most resilient. If TikTok disappears, you can still tell your story on other platforms with the same level of engagement and creativity. The stage may change, but your brand’s ability to connect with audiences should not.

Conclusion: Be Proactive, Not Reactive

Waiting for change to happen is not an option. As platforms shift, brands must stay proactive, focusing on engagement, authenticity, and adaptability. Whether TikTok remains or vanishes, the strategies that make your business thrive should remain steady. Your content, your connection to your audience, and your brand’s story are what truly matter, not the platform where they’re shared.

The best approach is to build a strategy that’s flexible enough to transcend any platform. Don’t just focus on the trends of the moment—focus on creating meaningful relationships with your audience that last. By prioritizing authentic engagement and preparing for the inevitable shifts in the digital world, your business will not only survive but thrive no matter what the future holds.

If you’re ready to future-proof your marketing strategy and build a plan that thrives across platforms, let’s chat!

For personalized support and to schedule a free exploratory session, contact me at dani@manven.la and visit explore our website manven.la. Follow us on Instagram: @manvenla, and connect with me personally at @danimansour.

Let’s work together to ensure your business stays ahead of the curve, no matter where the digital landscape goes!

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Should Your Business Start Halloween Marketing Early? Here’s What You Need to Know

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Halloween seems to get earlier every year, doesn’t it? You walk into a store in mid-August, expecting to grab some back-to-school essentials, and instead, you’re greeted by rows of plastic pumpkins and haunted décor. Businesses are jumping into the Halloween spirit earlier than ever, but is this early push the right move for your brand?

In this post, we’ll dive into why more companies are jumping on the Halloween bandwagon earlier and whether this trend makes sense for your business. We’ll also share practical tips for timing your campaign just right, without overwhelming your audience.

Why Businesses Are Starting Halloween Early

Let’s get one thing straight: Halloween isn’t just a spooky season anymore. It’s a retail goldmine. With Halloween spending reaching a record-breaking $12.2 billion in 2023, big retailers like Target, Home Depot, and Lowe’s are jumping on the opportunity to extend their sales season. It’s no longer just about October 31st—brands are eager to stretch the holiday out as much as possible.

But here’s the catch: just because the big players are doing it doesn’t mean it’s the right move for your business. Think of the last time you walked into a store in August and were surrounded by Halloween decorations. Sure, it might get you in the spirit, but does it really make you want to start shopping that early? For most people, it’s a bit too soon.

So, should your business start pushing Halloween in August? The answer depends on who you are and what you’re selling. Let’s break it down.

1. Are You a Retailer or a Brand?

The first thing to consider is your role in the Halloween season. Are you a retailer selling Halloween-specific items, or are you a brand simply capitalizing on the seasonal trend?

  • Retailers selling costumes, decorations, or candy: You should absolutely be thinking about an early start. Google Trends data shows that searches for Halloween costumes spike in August and peak in late September and October. Décor interest starts to build in September, but candy sales tend to peak right before Halloween. If you’re in this category, getting an early jump on the competition could position you as the go-to source for all things spooky.
  • Brands not selling Halloween-specific products: This is where things get tricky. If Halloween isn’t core to your business, jumping into a seasonal promotion too early might feel forced or inauthentic. You don’t need to be the first to launch a Halloween sale—timing it closer to the actual holiday might create more excitement and urgency for your customers.

Think about it: if your audience isn’t in the mindset to buy Halloween products in August, pushing promotions too early could lead to burnout or disinterest by the time they’re ready to make a purchase.

2. Take a Gradual Approach

Let’s be real—no one wants to see a full-blown Halloween promotion while they’re still enjoying their summer vacation. Instead of going all-in with your marketing from day one, try easing your audience into it.

Start small with a teaser campaign. Maybe it’s a fun social media post, a sneak peek of your upcoming Halloween collection, or a playful email with a hint of what’s to come. The key here is to test your audience’s response without overwhelming them too soon.

If you notice engagement spikes or increased interest, gradually roll out more content as Halloween gets closer. This strategy allows you to gauge customer readiness and fine-tune your promotions based on what resonates. Plus, it helps avoid the dreaded mid-season burnout when customers get tired of seeing the same promotions over and over.

3. It’s About Intent, Not Just Budgets

One of the biggest misconceptions about Halloween marketing is that customers are ready to spend their entire budget as soon as they see a promotion. But in reality, timing and intent are everything. Just because someone loves Halloween doesn’t mean they’re ready to shop for it in August.

Instead of throwing out a generic “Halloween Sale” in the hopes of capturing attention, think about your customers’ mindset. What makes your campaign stand out? What value are you offering that aligns with where your customers are in their buying journey?

For example, if you’re offering exclusive products or limited-edition items, launching early could help build excitement and anticipation. But if you’re offering generic discounts or last-minute impulse buys, holding off until closer to October might be smarter.

At the end of the day, it’s not just about getting the sale—it’s about delivering value when your customers are most ready to buy.

4. Timing Is Everything: Know Your Product’s Timeline

Not all Halloween products follow the same sales cycle. Costumes, for example, often benefit from early promotion, especially if you’re selling trendy or popular items. Customers like to plan their costumes in advance, and early marketing gives them time to decide.

On the other hand, decorations and candy tend to be more last-minute purchases. Shoppers are more likely to buy décor in early October and stock up on candy in the final days leading up to Halloween. So, promoting these items too early could lead to wasted marketing spend.

Here’s the key: align your promotions with your customers’ buying habits. Push costumes early, roll out décor in September, and save candy promotions for October.

Practical Tips for Brands

Now that you understand the nuances of Halloween marketing, let’s talk about actionable steps you can take to optimize your strategy.

Test Early, But Don’t Overcommit

Start with a teaser campaign. Maybe send out a fun email or post a sneak peek on Instagram. Watch how your audience reacts—if they’re excited, it’s a good sign you can ramp up your efforts. But don’t feel the need to go all-in until you’re sure they’re ready to engage.

Gradual Rollout

Once you’ve tested the waters, begin rolling out more content. If engagement is high, build on that momentum. But if things are slow, hold off on big promotions until your audience shows more interest.

Create a Standout Campaign

Halloween is a crowded space, so “just another sale” won’t cut it. Whether it’s a creative theme, limited-time offer, or a unique product, your campaign needs to rise above the noise. Storytelling, behind-the-scenes content, and exclusive offers can help you stand out.

Time Promotions Based on Your Product

If you’re selling costumes, promote early. Décor and candy? Wait until your audience is ready to buy. Tailoring your promotion to the product’s natural sales timeline will maximize your impact.

Final Thoughts: Early Isn’t Always Better

At the end of the day, starting early might not always be the best strategy. While Halloween has become a significant spending season, the key is understanding your customers, testing your strategy, and tailoring it to fit their needs.

By staying attuned to customer intent and aligning your promotions with their buying habits, you’ll be able to capture their attention without overwhelming them. It’s not about how early you start—it’s about how effectively you execute.

Where Do You Stand on Halloween Promotions?

Are you team “Halloween can never start too early” or are you someone who feels like it’s too soon? Let me know what you think! And if you’re a business owner wondering how to time your seasonal promotions just right, email me, and let’s build a strategy together.  and let’s build a strategy together.

For personalized support and to schedule a free exploratory session, contact me at dani@manven.la and visit us at manven.la. Follow us on Instagram: @manvenla and connect with me personally at @danimansour.