If I Had $2,500 to Spend on Marketing for an Unreleased Product That’s Currently in R&D, Here’s Exactly Where I’d Spend It

In today’s edition of the Budget Series, we’re diving into the real-world launch strategy of a product that hasn’t even hit the market yet. It’s still in development — but that doesn’t mean the marketing wheels should sit still.

Let me introduce you to Mediluxe — a high-performance cosmetic clinic based in Queensland, known for their lash, brow and skin services. They’re currently developing a laser/LED at-home device that’s designed to deliver clinical-level results in a client-friendly device. And here’s the interesting bit: they’re planning to take this to both the B2B salon and clinic market and the direct-to-consumer retail space.

With a $2,500 pre-launch marketing budget, here’s how I’d spend every cent for maximum visibility and return.

Step 1: Sponsor Beauty Expo ($1,800–$2,200)

Not just any old exhibitor sponsorship though. Want visibility? Sponsor the lanyards or bags at the Beauty Expo Australia. Over two days, this expo draws approximately 4,000 attendees — salon owners, skin professionals, brand reps, distributors, and retail buyers.

But here’s where most people get it wrong: they splash a logo on a tote bag and call it a day. Don’t do that.

What to do instead:

• Keep the design simple and bold — just the brand name and maybe a clean visual of the device

• Include a QR code — big, bold and scannable

• Make sure that QR code goes somewhere valuable

Without that final step, you’ve created a leaky bucket. You’ve paid for attention, but you’re not giving people anywhere to go next.

Step 2: Create a Closed-Loop Activation

The QR code should send attendees to a pre-launch landing page — ideally something like a 2-part video series.

• Part 1 is open access

• Part 2 is gated: viewers must enter their name and email to access the second video

The result? A warmed-up audience, a growing email list, and a direct line to both potential stockists and future retail customers.

Step 3: Start the Pre-Launch Hype Early ($300 or less)

You can’t rock up to expo cold. If attendees are seeing your brand name for the first time at the event, you’ve missed an opportunity to double your impact.

Start your pre-launch content campaign at least 6 weeks out. Think:

• TikTok teasers or Instagram reels (e.g., “R&D sneak peeks” or “what’s coming for your skin in 2025”)

• Partner with a few aligned industry influences or clinics for mutual hype

• Talk about the why behind the product, not just the what

This creates brand familiarity before the main event. By the time attendees see your name on a bag or lanyard? You’ve already got recognition.

What I’d Avoid Spending It On

Broad-stroke sponsorships like awards events that don’t include a strategic follow-up opportunity.

You can pour thousands into a sexy partnership, but if it doesn’t give you attendee details, email rights, or a funnel to drive action — it’s mostly a vanity play. Think return, not just presence.

Why This Strategy Works

• You’re visible at scale — 4,000+ ideal buyers in one place

• You’ve set up a data capture funnel, not just awareness

• You’re creating a multi-touchpoint experience: online, in-person, and email

• You’re building traction early, not scrambling later
  

Want Me to Map Your Marketing Budget?

If you’re launching a new product or repositioning your current one, and your budget feels more like a constraint than a catapult — let’s change that. I’ll help you map a plan that’s lean, loud, and designed to convert.

Let’s chat or book a consulting session here → https://tidycal.com/tamarareid/consulting-call