New York’s innovative entrepreneurs suggest the best marketing is free, emphasizing the power of word of mouth and organic promotion from loyal customers and celebrities. Lauren Berlingeri, co-founder and CEO of wellness brand Higher Dose, shares that the company never had to invest in traditional marketing strategies. Instead, it took advantage of social media and customer engagement. Higher Dose, initially a chain of spas and saunas, gained popularity through ‘sauna selfies’ taken by its customers. The company’s products, like its red-light face masks and sauna blankets, were organically promoted by celebrities like Bella Hadid and Katy Perry, who were early adopters of the brand. Such organic endorsements were more valuable as they helped build a loyal customer base.
Similar is the case with Eugene Remm, who opened Catch, a seafood restaurant in the Meatpacking District. Today, there are eight Catch restaurants across the country, and his Catch Hospitality group has recently opened a new concept, the Corner Store, in Soho. Remm attributes the success of his ventures to avoiding traditional marketing methods. He believes in the power of authenticity and that the need to market something reflects its lack of quality. He emphasizes the importance of creating a quality product or experience that people naturally want