Inventors Brand Your Product
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How can your marketing efforts make a big splash rather than just seem a drop in the bucket? The following items are ways that help you build sales and generate interest in your product.
Tactics that Help Brand Your Product
Branding your product means creating a name, logo, slogan or anything else that creates a strong association with your product or company. This is used to create trust and loyalty which contributes to repeat sales and word-of-mouth advertising.
Some ways to create branding are:
1. Point of purchase displays – these are special displays near your product in a store, almost like advertising. They come in different forms but are often cardboard and are on the floor next to your product.
2. Clever product name – the name of your product should grab attention and be easy to remember. Sometimes having an edgy or funny name will get people to talk about your product, but having an edgy or funny name is not appropriate for all types of products.
3. Slogans – slogans are almost a second name for some products and helps reinforce the brand.
4. Endorsements – A celebrity can sometimes help brand the product by associating your product with someone customers trust or admire.
In most sales channels, your packaging is your salesperson. Unless you provide in-store demonstrations, no one is going to push your product in a retail setting. That is why you need to create attention-grabbing packaging that effectively sells your product. Most purchase decisions are made in a few seconds, so if your package doesn’t quickly communicate your product’s benefits, your sales will not go well.
Publicity is a great way to get a lot of attention. One of the great things is that publicity can be free. If you can interest news sources in your product, you, or in the story behind you and the product, there is a good chance they will do a story about you and your product.
You can also do contests, trials, and other events to promote your product and invite news people to the event. For instance, do you have a new bike product? You can organize a bike event, even for a favorite charity if you’d like, and have people try out your product.
Building a Story of Success
Nothing sells like success, but how do you portray your product as successful? The secret to building a story of success is by carefully planning your launch so your sales are always growing and it never seems that your product has stalled.
When you start selling your product, choose a sales outlet that you know you can succeed with and that you can dedicate a lot of energy to. For instance, you could sell locally and do lots of in-store demonstrations or giveaways to ensure your product will succeed. Once you have established that your product is selling, move on to your next sales outlet. Do not wait too long though—otherwise it will seem like your product stalled in just one outlet.
Then you take that success to sell your next sales outlet, and so on. When you get to the point where you no longer can service all the sales outlets, you need to bring on sales people or partner with sales reps to expand your sales. You can build your success also in catalogs, fairs and shows and many other sales channels.
As your success in one sales channel (i.e. catalogs, retail stores, etc.) is established, you also can expand into other sales channels using your previous success to convince other sales channels to accept your product.
The goal is to always portray your product (with sales evidence to back it up) as a hot, up-and-coming product that people don’t want to miss out on.
Success also interests news media, bloggers, and radio shows, so you should also use your success to try to get interviewed or have your product reviewed. Then use this PR as further proof that you have a hot, up-and-coming product by putting your media exposure on your website and showing it when you are trying to expanding into new sales outlets or channels.
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