Lieberman: B2B companies should adopt Supreme-style drop marketing
Alex Lieberman · Always Be Shipping · Mar 22, 2024 · at 15:58
Alex Lieberman analyzes beehiiv's marketing and release strategy, highlighting how the newsletter startup coordinates company-wide promotional blitzes around biweekly feature drops.
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“The way I would describe beehive marketing is they've kind of taken the drop style marketing that fashion brands like Supreme have done over the years, and they brought it to B to B. What they've basically done is because they know their product roadmap going out, let's say a quarter, and they have some new product update or release every two weeks, they have now this standardized blitz package that they do every two weeks To create buzz, like this ongoing noise around Beehive. So every two weeks, you'll see a tweet and a blog post from Tyler. You'll see every Beehive employee talking about the new feature. They have an in-house video creator who creates a short-form video about the product update. So they have this kind of, like, noise machine that is turned on every two weeks that runs in parallel with their product roadmap, and I think it's absolutely genius, and I think more companies need to adopt The supreme style drop-esque marketing strategy for non-fashion businesses.”
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