The marketing of the unmarketable

Introduction:

Marketing products and services that don't immediately spark desire can be a challenging task. However, in the ever-evolving landscape of business, there are strategies and approaches that can transform seemingly unmarketable offerings into successful ventures. This unconventional guide sheds light on how to market products and services that people may not want right away.

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Understanding the Challenge:

How do you market a difficult product?

1. Identify Unique Selling Points (USPs): Even challenging products have features or benefits that can resonate with a niche audience. Identify these USPs and focus your marketing efforts on the aspects that set your product apart.

• Case Study: The Segway was initially seen as a niche, impractical product. However, it found success when marketed as a convenient mode of transport for security personnel and tourists.

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2. Address Pain Points: Sometimes, a product solves a problem people didn't even know they had. Highlight the pain points your product addresses and demonstrate how it simplifies or improves lives.

• Case Study: The Swiffer cleaning system tackled the inconvenience of traditional mops, making cleaning easier and more efficient.

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How do you market a product that is not selling?

1. Rebrand and Reposition: Analyze why the product isn't selling. Is it a branding issue? Reposition the product with a fresh approach that addresses customer concerns and aligns with their needs.

• Case Study: Old Spice rebranded from a dated product to a hip and humorous brand, revitalizing their sales.

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2. Leverage Customer Feedback: Listen to customer feedback, adapt the product based on their suggestions, and communicate these improvements in your marketing campaigns.

• Case Study: Domino's Pizza turned around declining sales by revamping their recipes based on customer feedback and openly sharing their journey in advertisements.

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Creating Targeted Marketing Campaigns:

How do you market goods and services?

1. Know Your Audience: Understand the demographics, psychographics, and pain points of your target audience. Craft marketing messages that directly address their needs and preferences.

• Case Study: Dollar Shave Club recognized that many men were frustrated with the high cost of razor blades and the inconvenience of purchasing them in stores. They launched a targeted marketing campaign that featured humorous and relatable content, addressing these pain points. This campaign resonated with their audience and led to significant growth.

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2. Use Humor and Creativity: Inject humor and creativity into your marketing to make your product or service more memorable and shareable.

• Case Study: Blendtec, a blender manufacturer, created the "Will It Blend?" campaign. In this series of videos, they blended unusual items like iPhones and golf balls to demonstrate the power of their blenders in a humorous and attention-grabbing way. The campaign went viral, boosting brand visibility and sales.

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How do you market a product to gain customers?

1. Leverage Social Proof: Showcase positive reviews, testimonials, and endorsements from satisfied customers to build trust and credibility.

• Case Study: Amazon, the e-commerce giant, prominently displays customer reviews on product pages. They also use a "Verified Purchase" badge to indicate that the review is from a genuine customer. This transparency and social proof influence purchasing decisions and reassure potential buyers.

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2. Offer Incentives: Provide special promotions, discounts, or limited-time offers to incentivize potential customers to give your product or service a try.

• Case Study: Netflix, a subscription-based streaming service, offers a 30-day free trial to attract new subscribers. This risk-free trial period allows potential customers to experience the service without commitment, significantly increasing sign-ups.

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• Additional Example: Dropbox, a cloud storage provider, gained millions of users by implementing a referral program. Users who referred friends received additional free storage space, incentivizing them to spread the word about the service.

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Marketing products and services that people don't immediately desire requires a blend of innovation, understanding your audience, and crafting compelling marketing campaigns. By identifying unique selling points, addressing pain points, rebranding if necessary, and creating targeted marketing campaigns, even the most challenging products can find success in the market. Moreover, leveraging social proof through customer reviews and offering incentives, such as free trials or referral programs, can further encourage potential customers to give your offering a chance. Remember, every product has a story to tell, and with the right marketing strategy, you can turn the unmarketable into a valuable asset for your business.

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