So, you have a product that you just know can make an impact on the market. However, the reality isn’t reflecting even the most reliable of predictions. What is the problem? The fact is that you might simply not have taken the time to properly introduce the market to it. But it’s not too late. Here’s how you make sure your product gets the kind of attention that it should.
Create more than a product, create a story
One of the reasons that a product might not receive the proper attention is because you haven’t been telling the market the right things about it. If you’re going to be relaunching it, or simply increasing the marketing around the product, then change the message. Don’t just talk about the features of the product. Create a narrative around why the product is worth the time of the consumer. Highlight the problems in their life that it can help them solve. Show the kind of lifestyle that the product helps them get closer to. Create a value that’s based more on what’s signified by the product, instead of focusing just on the product itself.
Spread the word
Naturally, you want people to be excited for the product itself, too. But you won’t be able to build that excitement from scratch by yourself. ‘Buzz’ isn’t created in-house, it’s outsourced by discussions from all sorts of angles. Get more people talking about the product. If you have loyal customers, then get them involved, offering honest feedback. You can even reward them for referrals. But if you want the most exposure, you need to be targeting those people that the market is going to listen to. You can’t always control the ins-and-outs of influencer marketing. However, if you have a product worth supporting, it can be one of the most effective ways of getting it in front of the right people with the right spin.
Make sure you have the retailers on board
Exclusivity in a product can be a good thing, sometimes. Lots of businesses will use limited runs, reduced access, or even time constraints to build the demand for a special edition or a deal more than would have existed without those strategies. But when bringing a product on the market and building a brand, you need that brand to be visible everywhere. If you don’t have the time or connections to ensure your product is everywhere it should, you can just as easily outsource it. Services like order fulfillment companies don’t just handle deliveries, but they can make sure your brand is thoroughly representing in all the right ecommerce stores, for one. As a business owner, however, you should be looking to meet more retailers and getting them to believe in your products so they give them pride of place.
Remember, it’s not too late to give your product the push it should have got at the start. Make sure it has something new to say, plenty of people to talk about it, and a good presence on the market. Otherwise, even the greatest products will fall into complete obscurity.