Last weekend, we published the first 10 (of 20) pre-launch strategies we're sharing with founders who simply don't know what they don't know yet.

As mentioned in Part 1, ALL of these strategies came from real calls with real brands we’ve been on calls with who are either about to go-to-market (GTM) or are still in their pre-launch phase.

To organize these strategies, we prompted our notetaker app, Fireflies (use that link for 10% off all plans) to help compile the list.

First time reading the New Edition Newsletter?

👋 Hey, I’m Brandon Blum. I’m the Founder and Managing Partner at New Edition - a boutique creative agency based out of Brooklyn, New York that helps emerging e-commerce brands create content.

In this week’s newsletter, we reveal the last 10 (of 20) pre-launch strategies from real brand exploratory calls—covering sexual wellness, beverages, CPG, and skincare.

By the way, if you’re pre-launch or about to GTM, hit us up! We’d love to see if we can help.

BUT FIRST, HERE ARE SOME UPCOMING EVENTS TO CHECK OUT …

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SOME RECOMMENDATIONS …

1. AFTER SPEAKING TO A SEXUAL WELLNESS BRAND…

Gather Pre-Launch Customer Feedback

I remember when Eva Goicochea, founder of Maude, said this on a panel we co-hosted earlier this year. 

Use something as simple (and free) as a Google Forms to conduct customer surveys and understand your audience’s preferences pre-launch.

Not only does this inform product roadmap and messaging, but it starts building a list of early interested customers.

Partner Creatively to Circumvent Ad Restrictions

If you’re in a category with paid advertising limitations (e.g., sexual wellness), consider going to market with adjacent products that - unlike your hero product(s) - are ad-friendly.

Paid ads can still be an effective top of funnel strategy for a sexual wellness, you just might have to get a little more creative.

👇 HERE’S OUR FREE OFFER TO YOU 👇

2. AFTER SPEAKING TO A CANNED COCKTAIL BRAND…

Pilot Partnerships with Upscale Hospitality as Early Social Proof:

If direct retail growth is slow due to regulations or a lack of distribution, target hospitality venues (like boutique hotels or trendy bars) early.

Provide value for these potential vendors. In some cases, this could mean free product. But for the right opportunities, it’s well worth it.

A placement, even in a single minibar or cocktail menu, gives you a prestigious anchor client, acts as third-party validation, and provides a compelling narrative for your launch PR and social content.

Build Your Brand’s Community and Lifestyle Narrative Pre-Launch:

Start sharing “build in public” content: behind-the-scenes processes, team moments and early wins.

Your friends, family, colleagues, etc. will root for you, share your story, and become your first organic customers.

If you’re reading this and you’re a brand that’s pre-launch, we’ll create a free video asset FOR FREE. Respond to this email with “FREE EDIT” and we’ll get this moving.

Experiment with Small-Scale Influencer Gifting and Track Results:

Pre-launch is the perfect time to seed product among carefully chosen micro-influencers in your city—wellness leaders, cool downtown personalities, or niche podcasters.

Be thoughtful in your targeting and track which tribes generate the most interest, engagement, and word-of-mouth.

Then double down where the ROI is real, even before you scale marketing spend. You may be surprised with what comes back.

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3. AFTER SPEAKING TO A CPG BRAND…

Systematize Content Creation and Lean on Creative Partners

Editing and producing video content is often a major bottleneck for the founders.

Streamline your workflow by leveraging fractional teams or freelancers for short-form content and overall creative strategy.

In the early days, be scrappy, work with small teams, and trust the partners you bring in to help.

Organize Events and Collaborations

I know we’re a broken record when it comes to this stuff, but you HAVE to get out there.

At the very least, you’ll build real-world relationships, get product feedback, and drive social content—all fueling launch buzz and organic awareness.

4. AFTER SPEAKING TO A SKINCARE BRAND…

Build a Robust Content Bank Early

Don’t wait until after launch to create content!

Have a broad range of photo and video assets—including product shots, lifestyle imagery, UGC, and B-roll—ready before going live.

This ensures you’re not scrambling to fill your social media, ads, and website with fresh material when the brand launches and post-launch traction is critical.

Need eCommerce / product imagery and looking for a creative partner to make it happen? Fill out THIS form and we’ll be in touch!

Operationalize Marketing Strategy into Daily Tactics

It’s not enough to have a big-picture marketing strategy; break it down into daily, actionable steps.

Define your content pillars, create detailed influencer outreach lists, and establish clear asks in your briefs so execution can happen smoothly and isn’t a bottleneck.

Part 2 of our pre-launch strategies reveals 10 more tactics from real brand calls.

From gathering customer feedback and circumventing ad restrictions to hospitality partnerships and systematizing content creation, these insights help founders avoid costly mistakes across sexual wellness, beverages, CPG, and skincare categories.

Respond to this email if you have any questions.

See you next week ✌️