I think there is a difference between spending solely for the sake of sales and smart marketing. Most new consumer products aren't completely novel, so if you c

I think there is a difference between spending solely for the sake of sales and smart marketing. Most new consumer products aren't completely novel, so if you can figure out to gain sales with a low marketing cost, it gives you a huge leg on the competition. When I was hustling into the fray of starting a direct to consumer business, our head of branding and marketing previously ran the launch strategy at AdoreMe, a lingerie company. When they launched, they decided to feature a corset only line since it was the only lingerie related keyword on google that Victoria Secret wasn't bidding on it. They combined that was early influencer marketing to dominate a niche with cheap cost per click.