How do people find out about new products? Well, there are various ways this can happen. Let's dive into some of them:

There's the good old word-of-mouth. That moment when a friend or colleague tells you about an exciting new product they've discovered. It could be as simple as receiving an invite from them or hearing them rave about it over lunch. It's one of those organic ways of becoming aware of something new.

Then we have the online world, where possibilities are endless. Picture yourself casually browsing the web, and boom! You stumble upon a new product that catches your attention. Maybe it's a result of good search engine optimization (SEO) that makes the product show up in your search results. Or perhaps you're scrolling through your social media feed and spot a promotion for that very same product in a flashy Facebook ad. That's how you become aware of it while browsing online.

Imagine being out and about, taking a stroll through your favorite store. Your eyes wander, and suddenly, a product on the shelf catches your eye. It's an unplanned encounter, but it sparkles your interest nonetheless. That's an organic way of discovering new products while you're out and about.

And let's not forget those billboards we spot along highways or busy streets. They have a way of grabbing our attention, don't they? You're driving or walking, and bam! There's a promotion for a new product right in front of you.

Now, let's shift back to the comfort of our own homes. You're sitting on your couch, sifting through your mail. Amongst the bills and junk, there it is - a promotion for a brand new product, delivered directly to your doorstep.

Lastly, we have the art of someone reaching out to you directly. Picture yourself at home, and your phone rings. It could be a cold call from a salesperson or someone trying to make a sale.

The oldest growth channel in the book is when friends or colleagues tell you about something they've discovered and love. It could happen at a party, at your home, at the office, or even over email. It's a free and organic way of spreading the word, like when someone says, "I LOVE my new spatula, check it out!" This kind of word-of-mouth recommendation can also be incentivized through referral programs or even MLM programs.

Some companies, like Wish, Casper, Calm, Blue Apron, and Hims, primarily grew through ads. They utilized platforms such as Facebook, Google, Twitter, and YouTube to reach their target audience. They also leveraged paid influencers, affiliate programs, and channel partners to spread the word about their products and services.

But sometimes, people stumble upon new products while going about their daily lives. It could be noticing a new cereal on the shelf, seeing a Tesla drive by, or spotting a Peloton bike in a friend's home. This channel of discovery is particularly effective for consumer packaged goods (CPG) products that are visually appealing, widely available, and impulse purchases.

Additionally, this channel is beneficial for retailers, as foot traffic plays a vital role in their growth. When people come across a store while they're out and about, they are more likely to step inside and make a purchase. And let's not forget about certain consumer electronics that have gained popularity through this channel. Remember those white iPod headphones that everyone used to wear? They became popular because people saw others wearing them and wanted to be part of the trend.

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