By: Joshua Finley
Brand awareness is crucial for business success. One strong way to promote a brand is through product marketing. It’s all about getting your product in front of the right people—and Lamar Romero, founder of Hire Dragons, is a pro at doing just that. His innovative company is dedicated to helping small beverage brands build successful ambassador programs to ensure their products reach the right people.
Hire Dragons specializes in creating effective marketing strategies for beverage brands, particularly through orchestrating impactful tasting events. The company’s unique approach involves a thorough training program for brand ambassadors—referred to as “Dragons”—skilled in concisely and engagingly promoting products. Romero explains, “We ask questions about your strategy, the speed you’re moving, what chains you want to secure, and your ideal clients.” Their approach ensures that every tasting event is a success, providing valuable data and fostering goodwill in stores.
Lamar Romero’s Tips for Product Promotion
Effective product promotion can be challenging, but Lamar Romero offers three essential tips to help brands succeed in the market:
Leverage the 7-11-4 Rule
Romero emphasizes the importance of the 7-11-4 rule, which originated with Google. “Every brand needs 7 hours of interaction, 11 touch points, and 4 locations to feel trusted,” says Romero. This means consumers need multiple interactions with a brand across various platforms before they develop trust and make a purchase.
Romero illustrates this with a hypothetical example: “If I am a consumer and I was going through TikTok and saw some random guy talking about Devil’s River whiskey, then saw a billboard, and finally encountered a tasting in a liquor store, I’d be highly inclined to buy and try that whiskey.”
Showcase the Three P’s: Product, Package, and Price
For a tasting (and any product, really) to be genuinely effective, Romero stresses that the product must excel in three key areas: product quality, packaging, and price.
The three P’s go hand in hand. Packaging plays the role of attracting attention from potential customers. Drawing the eye is key when designing your product. Price is also a big draw for customers. Overpriced products can drive potential customers away, while the same can be said of underpriced products. Finding the happy medium is crucial. And finally, having a stellar product is essential. “If you’ve got a great product in a great package at a great price, that is the best possible outcome,” Romero explains.
Develop a Strong Distribution Network
Romero advises ensuring your product is available in the right stores. “Getting your brand on the shelf is important,” he emphasizes. Hire Dragons works with brands to develop a comprehensive plan, including which chains to target and how to execute the strategy effectively.
“We put together a training program that teaches our ambassadors how to sell and close your product in 3 minutes or less,” Romero explains. This involves specialized 20-minute training sessions that make dragons adept at convincing customers to try and buy products swiftly and effectively through the art of storytelling.
The Power of a Marketing Strategy
Romero firmly believes in the power of product marketing. By leveraging the 7-11-4 rule, focusing on product, package, and price, and ensuring a strong distribution network, Romero helps brands get their products in front of the right people. Romero says, “A tasting, coupled with a good balanced marketing strategy, is always a win.” No matter your company’s product or sales goals, Romero’s tips can help you start on the path toward success.
To learn more about Hire Dragons and their mission, visit their website at HireDragons.com.
Published by: Khy Talara
