Q

Karosell is a social platform where you can buy and sell your pre-owned stuff. Like books, handbags, watches, accessories, branded clothes and more. We are looking for quick, cheap, startup marketing methods.

This is a new concept. Till now people have not realized that they can sell these things off. So our challenge is to first make people aware and later show them the platform. How do we make people aware at a low cost and fast?


A
Answered by Meeta Malhotra

Anshul, I know it can seem daunting when you are trying to launch a new concept, so break the task down.

  1. Who you are speaking to? The first thing I recommend to anyone with a new concept is this: Get a fix on your early adopters and grow from there.  For Karosell, you will need to understand typical personas for your buyer and seller (not sure if they are the same person). What is their age, what do they do, where do they live, what are their interests, what other apps do they have, what motivates them to buy or sell pre-owned goods?  The old-fashioned way is best. Get out and talk to people to answer these questions.
  2. What should you say? Think about possible barriers to adoption that your early adopter group may have. For example, cultural biases against buying pre-owned goods. Create messaging to address this. Why is it the smart thing to do? Who’s doing it? How are they benefitting? Why is Karosell better than all the other sites out there? Be sharp and clear.
  3. How do you get the word out? Go to where your early adopters are. Reach them in multiple ways and keep monitoring which method is most effective. Be aggressive. Use low cost methods like email. Co-opt friends and family and make them share your message on their social media. If there is a local offline event where your customers will be, get a stall there.  Use a referral scheme. Put a PR strategy in place. Identify journalists who write about startups. Send them updates regularly.

Creating awareness about the concept and showcasing the platform are not two separate steps. Use the platform as evidence that the concept works. All the very best!