It’s sometimes a whole lot easier to sell a better version of something that’s already out there than to sell something completely new. This is evident from the rash of online motor insurance commercials where the vehicle (animal, opera singer or whatever) dresses up a pretty unvarying proposition: ‘compare prices – we are the cheapest’.
We have written about the challenge of selling innovation previously. In this blog we look at a truly strategic approach to product marketing: one which makes the client’s budget work as hard as possible with a step by step approach can ensure one medium helps to spark another.
First, a few questions.
- What is the budget for the launch and what can realistically be included in the strategy? Can’t afford research? Consider more emphasis on direct marketing and in particular selling off the page, with trackable responses to a range of advertising propositions.
- Does the company have any clout when it comes to PR? It is easier for a known brand to gain attention with a new product than a new brand with a product no-one has heard of.
- Will it help to demonstrate the product in action? Think videos and video demos on the website.
- Is the product likely to attract testimonials on business listing sites? This virtually free advertising medium is often overlooked and favours those with strong networks of friends, supporters and colleagues.
The point of the questions is this. Alongside creating a responsive, sales-driven website that’s fully optimised and built to gain good organic ranking in the coming months, there needs to be a range of other, supporting marketing activity.
Tackled in the right order and done well, one activity can lead into another, with the buzz from, say, PR providing testimonials for press ads and the results of press ad tests helping to firm up the strongest selling proposition as you go forward.
This is, of course, bread and butter to big brands with budgets to match.
It is virtually unknown when it comes to smaller or unknown brands with limited spends.
Luckily for those who have more dash than cash, there is Two Lizards. A dedicated and extremely experienced team of direct and digital marketers plus carefully selected specialist associates.
And here’s the promise.
Central to our service is the time we spend with you discussing your product, your potential customers and how we can persuade them to buy.
While you can’t do business without an effective website, we start formulating a complete strategy for you while this is in development, so we are ready to start driving clicks, enquiries and/or direct sales to your contact page as soon as the site is launched.
We explore every feasible channel for doing this. Local business listings, regional and specialist news platforms, helping you develop social media connections with influencers and potential customers and much more.
Most important of all, we analyse the results of every activity, looking at your return on investment and deciding, with you, what to develop and what to cut back.
In other words, as we often say to our clients, it’s all about bums on seats.
Like to find out more? Whether you are selling products or services, to consumers or businesses, we have the experience and take the trouble to make it happen. Call us on 01403 731028 or contact us now.