A guide for wholesalers and maker brands that are getting serious about their D2C (direct to consumer) channel and want it to hit the ground running.
So, you've been working on and planning to launch your shiny new, migrated or redesigned D2C online store to the public.
How are you going to achieve the following?
- Make it known as widely as possible.
- Inspire purchases on this new store.
- Leverage your wholesale customers instead of upsetting them.
In this article, I cover ways of spreading the word far and wide, giving your prospects strong incentives to click through and buy from you, and also having it benefit both yours and your wholesale customers' bottom line... and even strengthen your relationship with them.
1. Making it known
Method 1
Influencers & Affiliate Marketing
Partner with influencers & content creators in your niche to generate buzz. Micro-influencers (10k-100k followers) tend to have higher engagement rates than larger influencers.
You can offer exclusive early access, affiliate commissions, or referral incentives to encourage them to promote your brand.
If your brand has a strong heritage, work with brand storytellers who align with your values.
Method 2
Strategic Paid Advertising Campaign
Use Meta (Facebook & Instagram) Ads and Google Ads to reach targeted buyers.
Retarget website visitors with abandoned cart reminders and special launch promotions.
YouTube & TikTok ads work well for visually compelling product launches, especially in lifestyle or tech niches.
Method 3
Email & SMS Launch List
Pre-launch hype: Use a "Coming Soon" page with an opt-in form for early access.
Send exclusive early-bird offers, behind-the-scenes content, and product demos to engaged subscribers.
Use SMS marketing for flash sales & VIP access on launch day.
Method 4
PR & Community Engagement
Get featured on relevant blogs, magazines, and news sites by pitching your story to journalists.
Post on Reddit, Facebook Groups, and niche forums where your target audience is active.
Encourage user-generated content (UGC) with launch giveaways or contests.
Method 5
Viral Launch Offer or Limited-Time Bundle
Offer a free high-value product with purchases over a certain amount (instead of discounting).
Introduce a "Founder's Edition" or Limited Launch Bundle to create exclusivity and urgency.
Use a referral program (e.g., "Get $20 off for every friend you refer").
2. Inspiring Purchases
Method 1
Free Gift with Purchase
"Get a premium gift when you spend over $X!"
Offer a complementary product that enhances the main purchase (e.g., a skincare brand could offer a free face mask with a moisturizer).
Ensures perceived value remains high while keeping the discount hidden.
Works best with tiered incentives (e.g., “Spend $100, get X; Spend $200, get Y”).
Method 2
Limited-Edition or Exclusive Bundle
"Launch Special: Get the Exclusive Starter Kit at a Limited Price!"
Create a bundle that’s only available for launch (e.g., a tech brand might bundle a phone case, charging cable, and screen protector).
Encourages higher order value while adding urgency and exclusivity.
Can include custom packaging, early access, or personalized engravings to enhance desirability.
Method 3
Buy More, Save More (But Without Discounts)
"Get a second item for a friend at 30% off!"
Instead of discounting a single item, offer a deal on multiples (e.g., “Buy one, get 50% off the second” or “Buy 3, get 1 free”).
Works well for products customers buy in sets (e.g., apparel, home decor, wellness products).
Can also be positioned as a gift bundle (“Get one for you, one for a friend!”).
Method 4
VIP Perks & Early Access
"Join the Inner Circle: Early Access & Exclusive Rewards!"
Offer a special VIP perk with launch purchases (e.g., first access to new products, free shipping for a year, or loyalty points).
For digital products, a bonus training, tutorial, or members-only content can be a powerful incentive.
Encourages brand loyalty while maintaining product value.
Method 5
Experiential or Personalized Bonus
"Claim Your Free Consultation, Custom Engraving, or Personal Styling Session!"
Instead of discounting, add a high-value service (e.g., a fashion brand could offer a free virtual styling session with an expert).
Customization options (e.g., engraving, monogramming, color selection) make the product feel unique.
Can also be a raffle entry for a unique experience (e.g., "Buy now for a chance to win a behind-the-scenes factory tour!").
3. Involving your Wholesale Clients
Method 1
Provide Marketing & Sales Assets
"Boost in-store & online sales with free branded marketing kits!"
Offer branded POS materials like flyers, table talkers, shelf wobblers, and posters.
For online retailers, supply high-quality product images, videos, and ad creatives for their marketing.
Sponsor giveaways or in-store promotions to drive foot traffic and engagement.
In Conclusion
A successful D2C launch goes beyond going live—it requires strategic awareness, strong conversion tactics, and wholesale collaboration. Use influencers, ads, email marketing, and PR to maximize reach, while value-driven incentives like free gifts and exclusive bundles drive sales. Strengthening wholesale partnerships with co-branded marketing and exclusive deals ensures they support, rather than compete with, your brand.
A well-planned launch builds momentum for long-term growth and loyalty.