So, you’ve designed a product. Perhaps you’ve already got your first prototypes out into the world and you’ve gathered some interest from retailers. You’re gearing up for the launch, but you’re understandably nervous. If you’ve done your research, you should already know that there’s demand for what you’re offering. But there’s a difference between finding a product necessary and falling in love with a product. Those products that manage to evoke the latter tend to be those that can lay the foundation for a business that really hits the stratosphere. But how do you make your customers fall in love?
What’s in a name? Once you have the product finalized, it’s time to go back to the basics of it. Start off with the name. Is it as catchy or memorable as it could be? It’s not just about the name, but about the whole branding strategy. It might be worth bringing in some outsiders to get a look at your product. You and your team, if you have one, may be working so closely that you can’t see the real appeal quite as well as a fresh pair of eyes might. Ensure you have a thoroughly defined unique selling point and make it central to your marketing.
Love at first sight. No-one can deny the importance of aesthetics to a product. If you’ve spent any time looking at visual merchandising, you’ll find it’s a concept already well-proven with most businesses acting on it. If you have a better-looking product, not only are you more likely to get customers’ interest but you’re more likely to be given pride of place by retailers. With fantastic packaging research, you can get a scientific rundown of how to improve the aesthetic of your product. You can get a point-by-point explanation of what the more eye-catching brands are doing better than your own and make the adjustments that ensure your product catches the customer’s attention.
Share the love. Before the product launches, having it in the right hands can do you a lot of good. Since the social nature of the internet utterly changed the way we market, influencers have become a lot more important. Finding bloggers, vloggers, and podcasters with sizeable audiences for influencer marketing partnerships can help you spread the hype about the product much more effectively than you could do on your own. Influencer marketing offers a few distinct advantages. First of all, it adds another voice beyond your own, which lends the product some verification. But it’s also a fantastic way of tapping into a ready-made audience of interested potential customers rather than having to build a community of your own up from scratch.
In part, of course, it comes down to opportunity. You can’t truly control or even anticipate the reaction of the market to any product. But just like market research will better inform the design strategy, the tips above are a great way to inform the marketing and branding strategy that makes up the emotional component of any product’s success.
Photo by Alexander Mils