How to Market a Particular Product
When you have a particular product to market whether that product is an appliance, a service, a solution, a book or some other salable item, promotion is a must if the product is to sell. Marketing is all about finding and reaching out to customers who will find your product beneficial.
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Instructions
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Visualize the target customer as to age, sex, location, education and income. The more you narrow down this target customer, the more focused your marketing campaign. If your target customer is female, you might wish to use a more personal, laid-back rather than a hard-sell approach.
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List the primary elements about your product and how your product benefits customers. If you sell a romance book, explain how this story will provide feelings of love, laughter and hope, while entertaining. If you are selling windows, explain how installing the windows saves money. Decide what marketing techniques work best within your ability and financial means.
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Make a budget. Consider costs you'll incur with your marketing campaign. Include advertising costs, website costs, including hiring someone to design and update your web site. Include travel costs if you travel to promote your particular product. Include costs for business cards, brochures, advertising and media appearances. If you plan to do a seminar, you'll have the costs of rental, equipment, and helpers needed to run the seminar. Set a reasonable budget and try to stick to it.
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Seek publicity. While paid advertisement is important, there are other ways to promote your product. Write and send press releases to local media. Instead of one cookie-cutter press release, send press releases written specifically for each market. If you can tie your product with the local area in some way, do so. Ask to guest on radio and television programs. Media outlets are hungry for content. Talking about the benefits of your particular product can make good copy. But be sure to know what you want to say, practice what you want to say and show off the product without sounding like an advertisement.
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Use networking as part of your marketing campaign. If your target consumer is part of a specialty online group, join it. Become active on online networks that cater to your target consumer. Share your knowledge and expertise and, when the situation is right, the benefits of your product. Join to network for long-term relationships, not just to tout your product. You can also let friends and customers know about your particular product through the social networks.
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Give added value. Offer an instructional sheet or something along with your particular product that will enhance the value and encourage customers to purchase your product. Be careful about discounts. Discounts can backfire, lessening the value of your product. Be willing to share the positives about the product and be helpful in whatever way you can for those interested.
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Always follow up. Potential customers often have to hear about a product several times before they purchase. Use a series of media releases, interviews, advertisements, etc. Each can deal with a different aspect of your particular product. Once a customer purchases your product, thank them and find out how they like the product. Some may offer endorsements for further promotions. These customers will be the first ones who may buy the next particular product you sell.
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References
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