Tom Lombardozzi
2 min readNov 17, 2020

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The Move Toward Low-Cost Marketing

I feel like the marketing world has been flipped upside-down on it’s head in the past year, especially in the past few weeks.

The new wave of marketing hit when brands started doing brand deals with influencers, but as soon as that become popular, it switched. Recently, we saw brands partner with influencers to launch products together…

And has it worked or what?!?!

After launching Charli D’Amelio’s drink, Dunkin saw their app downloads grow by 57%. Let me say that again for those in the back: 57%.

Now, brands like Dunkin have already moved onto the next step. They are starting to pay employees to make tik tok’s. Yes, Dunkin has created “Crew Ambassador” positions that allow employees to create tik tok’s while on the job, and get paid for it. Although Dunkin’ is the first I’m guessing others will follow suit very soon.

You may ask why a company wants to run their marketing like this, well I see a few key reasons.

  1. It’s cheap
  • Even though they will be paying employees to make these tik tok’s the cost per impression will be lower than most other marketing verticals.

2. It makes the brand personable.

  • Having employees being the face of your brand on social media allows for a connection between the consumer and the brand. It makes the consumer comfortable because they know the employees are just like them. Having consumers trust and feel comfortable with your brand is one of the biggest achievements you can have.

3. It can increase awareness.

  • Beyond the first two reasons, in the worst case, it just puts your brand in front of consumers eyes. Let’s be honest, sometimes if we see a brand enough we will go check it out for shits and giggles.

In my mind the best way to do product marketing right now is by launching a product with an influencer. After that, we will have to see how this new initiative by Dunkin works out.

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