Part 4. Marketing made simple: The mainstream playbook

Mainstream might seem simpler compared to the others, but it’s not necessarily easier. To become mainstream, you need to focus on visibility, so that everyone knows and chooses YOU (without a second thought). That’s the goal. Think Coca-Cola, H&M, or Colgate.

Your focus is on popularity, offering a good product at a reasonable price.

You’re not aiming for a niche. You’re not chasing prestige. You’re playing the numbers game. And in the numbers game, visibility drives volume, and volume builds trust.

1. Price & Discounts

Price sells here. Mainstream brands need to be accessible, full stop.

That doesn’t mean “cheap”, it means people feel like they’re getting a good deal. The price is low enough not to question it, but high enough to signal value. And yes, discounts are part of the strategy (finally,  a pillar where I can say this haha).

Think:

• Buy one, get one free

• Flash sales and seasonal promos

• Loyalty cards and reward points

  
  

Unlike luxury, going on sale doesn’t hurt your brand. It drives traffic, increases volume, and keeps you top of mind. The more people see you, the more likely they’ll buy you, again and again.

2. Packaging

Think practical, not precious.Mainstream packaging should be:

• Bold and instantly recognizable. Seriously, this is crucial. If you can invest in one thing, invest here.

• Easy to open, store (and dispose of). Frustrating packaging kills repeat purchases. No scissors. No awkward shapes. No guilt about where to toss it.

• If applicable: Designed for shelves (not Instagram). You want something that pops in a crowded aisle, not something that fades into a neutral beige feed.

  
  

It’s less about aesthetics and more about clarity. What’s inside? Why should I buy it? How fast can I spot it in a crowded aisle? You're not designing a moment. You’re designing for speed, familiarity, and repeat purchase. Familiarity is very important here. 

3. Messaging

Again talking about clarity… Well.. Clarity wins. Every time.

Mainstream messaging is:

• Clear (see what I'm doing here? :) ) and benefit-led

• Mass-market friendly (avoid niche jargon, don’t make it fancy)

• Short, strong, and repeatable

  
  

You’re not telling a deep, artisanal story. You’re answering one question: Why should I choose you over the one next to you?

Be straightforward. Say it like it is. And repeat it everywhere.

Example? Instead of: “Our skincare formula blends nature and science,” Say: “Smoother skin in 7 days. Clinically tested. Dermatologist-approved.” Less fluff. More reason to buy.

4. Social media tips & tricks

Mainstream = high frequency, high reach.

You can (and should) post regularly, but stay on brand. Hopefully you already have some brand guidelines, if not - maybe it’s a sign - you should work on this. Don’t look like you're trying too hard. Focus on:

• Relatable, real-life content

• Clear product benefits in use

• Partnerships with creators who feel real, not aspirational

  
  

Think: tutorials, quick hacks, testimonials, lifestyle shots that show everyday use. Not every post needs to sell, some just need to remind people you exist.

Look at Coca-Cola: everyone already knows the brand. All they do is stay present in our minds with cool, creative content here and there, just enough so we don’t forget them over time. They’re not struggling with brand awareness.

5. The Big NOs

Let’s make this simple:

• No confusing copy. If it takes effort to “get it”, you’ve lost them.

• No messy branding. Consistency builds trust.

• No radio silence. If people message, respond. Mainstream brands are accessible, not mysterious.

• No overcomplicating. Don’t try to sound smarter or fancier than you are. Simplicity is power here.

  
  

6. Customer Support

Support is about speed and simplicity. Mainstream audiences expect help to be fast, friendly, and functional. You’re not offering white-glove service; you’re solving problems. Quickly.

• Fast replies

• Clear solutions

• Friendly tone, even when automated

Your customers are diverse and broad. Treat them all with patience and professionalism. And always follow up

7. Shipping

Fast and efficient wins. People expect mainstream brands to deliver like clockwork. No drama. No delays. No handwritten notes, just reliable service.

• Clear delivery windows

• Easy tracking and updates

• Hassle-free returns

  
  

And packaging? Protect the product, reflect the brand, and skip the fluff. They’re not looking for a curated moment. They just want their stuff, and they want it now.

Final thoughts

Mainstream branding isn’t about perfection. It’s about presence. Being seen, being known, and being chosen. Over and over again. If you want to be mainstream, focus on consistency, clarity, and convenience. That’s what makes you the easy choice, and the one people come back to.