Project Grow: How to create pre-launch buzz

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Project Grow is a video series by Entrepreneur hosted by Colleen Debaise to share how today’s most dynamic young companies are scaling their businesses.

Marissa Lippert, who runs nutritional consulting business Nourish for six years, recently decided to open a brick-and-mortar shop selling prepared food. She wanted to build buzz about the store before it opened, primarily to create a future customer base and to raise additional funding. Her solution was to create a profile on Kickstarter, the crowdfunding site, paying a videographer $1,000 for a high-quality video that captured the look and feel of her yet-to-be-built store. She also began a social-media campaign, updating fans and followers on the progress of her space. To keep the momentum up, she’s also doing “content marketing,” or positioning herself as an expert and writing, blogging and speaking about nutritional topics — all part of a way to keep her store’s name trending.

In this video, hear her story, plus expert tips.
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