An inside look at the Pattern Brands marketing strategy| BANKNOTES | BANKNOTES

In the past two months during the COVID-19 situation, signups for the Equal Parts text-based cooking coaching surged a whopping 400% as people complied with shelter-in-place laws and spent more time cooking at home (some for the first time.)

At the highest level, Pattern’s marketing approach for their family of new brands was simple: Don’t just create products; provide guidance on how to use them as well so customers get the fullest possible benefit of their purchase.

Looking forward, Equal Parts is looking for ways to leverage additional innovative platforms and formats for its educational content (with a focus on video in the coming months.) They also plan to eventually expand the Equal Parts coaching offering beyond texting and into new environments as well.

“We liked that texting allowed us to reach customers in a way that felt more intimate than other mediums like email or social media,” said Shine. “It’s not broadcasted or one-way communication, and because of that, it makes for a really natural back and forth platform on which we can have actual conversations with our audience members.”