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When you make any product, whether it is a breakfast cereal or a shoe, there are 3 essential aspects you must think about that will help you to market your product. As your product goes through its development stages, your marketing strategy should always be at the forefront of your thinking to ensure that your brand, marketing and product all work together in one cohesive unit.
Unique Selling Proposition
Creating any new product will necessitate you spending time researching to find out where the gap in the market is. During this time, it is likely that you are going to stumble across your USP or unique selling proposition, even if you don’t quite realise it at the time. As you develop your product to fit in that gap, the clearer your USP will become.
A unique selling point is essentially what makes you stand out from the crowd and clearly tells your target audience what your product is about. Some brands have a huge target audience and therefore focus on the innovations they produce (think Apple, Microsoft and other large tech companies), others have a much smaller target audience and focus on how they fulfil their needs (fashion tends to do this).
Once you have a USP, you will need to use it to create some distinctive branding that makes it clear where you stand, who your audience is and what you do. Branding covers the design work, your tone of voice, the colors you use, your tagline, product name and everything else that makes your product distinguishable. If you can’t make out your product on a shelf full of similar products, you need to go back to the drawing board and think again.
Your branding should appear on your website and social media as well as whatever labelling solutions you come up with to package your product up. The main concern you have is to make sure that your product stands out on the shelf and is tempting to shoppers. Remember: every new product is asking shoppers to switch from a familiar brand so you have steep competition in every field.
Start a Conversation
If there is one thing that kills a marketing campaign it is when the main response your audience give is ‘huh’. This utterly non-committal response is so bad for your brand that even a terrible campaign that makes everyone angry could be marginally better. Although to be honest, this isn’t great either. You need to start a conversation.
A marketing campaign that makes people look up and start chatting about your product in person and online is the most successful of its kind. If you want your campaign to reach far and wide, then you need to persuade people to spread it for you, and they will only do that if it is worth talking about. Lots of brands have tried this by asking questions or challenging stereotypes or even creating an ad so bold and weird that people can’t help but want to share it. Whatever you choose, the conversation is what you are aiming for.