How to Market Really Boring Products: 4 Tips
James, author of the recent CIK Blog article, 10 Lessons to Learn from Print Newspaper Ads is back again with another great guest post!
Some products are so good or have such an esteemed reputation that they practically sell themselves, making them exceedingly easy to market. Unfortunately, the vast majority of products that you will have to market are mundane and frankly rather boring, only appealing so select groups of people. Your challenge as a marketer is to promote and sell as many goods as you can, but how can you broaden the appeal of a boring product to those people that are beyond your normal purchasing demographic? Below are four tips that can help you to market really boring products.
1. Create Emotional Connections
One of the best ways to market your product is to fabricate an emotional connection between your product and your target audience. In order to do so, you must first identify the strengths of your products and how they can play into the weaknesses and interests of your potential buyers. Ask yourself if the product fulfills a need or provides a solution to a common problem that a consumer may face. Once you’ve done your research on the product and how it can help consumers, the difficult part begins. You will have to use your imagination to connect the benefits of your product in some meaningful way with the needs of your target audience. For example, if you were marketing a set of knives, instead of talking about the merits of the knives, you could create an ad campaign that shows meals that are the end result of using the knives, which entices the senses and imagination far more than talking about the technical specifications of the product.
2. Make Use of Internet Video Marketing
One of the best ways to spread the word about your boring products is to market them on the internet. These days, more people than ever have access to the internet through their computers and phones. Virtually every one of your target audience will be connected in some way to the internet. Take advantage of the Internet’s multimedia capability and embrace it as a legitimate marketing tool. Video sharing sites like YouTube are excellent ways to promote your products. As they say, a picture is worth a thousand words. Likewise, a video is worth much more. For example, a company selling blenders once created a successful campaign in which they placed different objects into their blenders to show their strength and durability. Aside from food, they also threw in other objects like golf balls and iPads. The sheer spectacle of throwing in an eccentric mix of objects into the blenders created an instant buzz with consumers, which made the videos go viral, allowing it to be seen by millions of people across the world. When creating videos for sites like YouTube, you’ll want to make sure that the material is memorable and connects with the audience. Humorous or self deprecating videos are often successful. Also, be sure to hire professional actors, since they are more likely to be able to convey the message that you want than amateurs.
3. Utilising Social Media
The hot trend in the last couple of years in internet marketing has been the emergence and use of social media sites like Twitter, Facebook, and MySpace. These websites allow people to connect with their friends and share information over the internet. Social media sites are not limited to individuals, however. In recent years, many marketers have been using these sites to get the word out about their products. For example, you can create a Facebook page dedicated to your company or product that will allow you to connect with your customer base. Customers that feel more in touch with the manufacturers of products that they buy are more likely to stay loyal to the brand and to tell their friends about your products, giving you valuable word of mouth advertisement.
Another good way to use internet technologies to promote your boring products is through blogging. Blogging is a great way to connect with your audience and to make them feel like you are speaking directly to them. You can use your blog to talk about the positive aspects of your products in a less formal way than a normal advertising campaign. In addition, you can also post content about related topics. This will help your audience to understand your product in a broader context and how they can benefit from making a purchase. Furthermore, you can use your blog to create buzz around your product by foreshadowing future events that concern your product. For example, if you know that a new version of whatever you are selling is coming out in a couple of months, you can use your blog to give the audience a sneak peak at the new features, which can help to build their anticipation for the product launch.
Have you ever had to market a boring product? How did you make your message more exciting?