Category Archives: Products

What Are You Really Buying?

Branding, Creative Business Ideas, Products

The moral is...
Photo by Sherman

I read with great interest the article “Burt’s Bees, Tom’s of Maine, Naked Juice: Your Favorite Brands? Take Another Look — They May Not Be What They Seem“. Andrea Whitfil does a great job unearthing how many natural and organic brands that we perceive as being produced by small companies are in reality now owned by large multinational corporations. And she’s very bothered by the deception.

When you offer a product or service, you’re actually making two separate promises: a primary logical offering and a secondary branding promise. The logical offering addresses the reason someone would choose your offering: price, speed, cost, efficiency, resources, quality of life, etc. These benefits are easily measured: how much faster/cheaper/better/bigger is your business or life.

The branding promise is much more subtle. Purchasing the offering will create a feeling in the buyer. They’ll feel like they’re now part of a specific community. They’ll feel better about them self. It will create an emotional reaction to making the purchase. The emotion may not make logical sense, but the feeling it produces is real enough.

What Andrea is complaining about is that many products have broken the branding promise. Andreas felt that she was supporting small businesses that were working hard to make a difference to the planet. Purchasing those small business products made her feel better about herself (and a belief she was helping others continue this worthy mission), so she embraced the product and the mission of the business.

Let’s say that you’re selling a successful product with a primary (logical) benefit and also have a great branding message that goes along with the product. And something happens that changes the story (it’s now made offshore, etc.). The product is made with the same exacting standards. Should you now change the branding message and risk sacrificing your success?

The large corporations that Andrea mentions decided to keep the branding message and hide their affiliation. Andrea would probably not be as upset with the duplicity if the products had updated their story to say something like, “Making a well-intentioned product is only good if it also produces a good livelihood. We didn’t have the resources to share the product with the whole world, so we sold our company. We make sure that they are also putting the same quality into their product as we did (even at a larger scale). If enough people buy these high-quality products, increasing profitability, then companies will see the bottom-line and change their values as well.”

Remember that some buyers look for stories when considering products. Some buyers look for products when considering communities.When all things are equal with a product, people look for differentiators. Your well-crafted branding story can be a key differentiator to attract buyers.

How Can I Get A Sponsor/Investor For My Game?

Products, Starting Out

After 8 years me and my partner finished a new generation of games for the game market. First we report to our main game called Eragra and its first edition. In co-operation with people around the world by paying some or making contracts we almost done the first edition.. Isn’t about just a game but a new whole world mythology which is developing into books, movies, animation and so on. In few months i will move to new york cause we already talk to the appropriate companies and we are in a very good way but to finish it completely i need enough money for the prototype etc. That what i need is a sponsor and right now in fact. Some of our past ideas which we haven’t enough money to “patent” them are already released to the world game market. I need money to finish it and in few moths i can show to all something completely new. We have already done some “commercial” effort through net and thousands of people around the world are interested.

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Jay’s Answer:
Is the game a board game or an online/video game?
If it’s a board game, make sure you copyright all the images.

It sounds like you’re looking for investors (if you want to produce the game yourself) or distributors (if you want to license the game to others to sell/market for you).

If you’re looking for investors, you’ll need to create a business plan, showing how much interest is already in your game, your plans for distribution, estimated profitability, etc.

If you’re looking for distributors, you’ll need to first identify distributors that offer similar products to yours and contact them directly. No doubt they have a website with contact information for inventors such as yourself. Additionally, there are game conventions around the world where you can both exhibit and “network” with potential partners.

How Do I Get To the Consumer Through B2B?

Products

I have invented and developed a unique landscape product that gets people (who know about it) excited. In fact one of the head buyers of a major box store has moved to the USA and is actively trying to get the product into the market there and Europe.

Sounds good? Yes, but I am worried that it may be a product that seems good, but really is only a little bit good. There seems to be mixed feelings about the product on a business level. Are businesses scared of NEW and UNIQUE products? Can a “little bit good” product be marketed correctly to get fantastic sales, or am I being impatient? The product has only been in stores for one full season and we are about to move into the second.

I have successfully got the product into some large Box format stores, however product is selling a little slowly. We have done very little marketing and our market is also very small. 4 million people in my country.

The product also requires awareness as the actual product is a mold and the final result is the PRODUCT of the mold. In other words, what they see on the shelf does not reflect what they will ACTUALLY receive or build. The shelf product can seem dreary and “non exciting” until they see some finished product which looks fantastic.

It has never been seen before and product awareness is low as far as I can see and our retail outlets aren’t as proactive as we would like them to be due to the fact that they have a million other product lines and seem like they really couldn’t care less about how much of my product they sell.

The question is, how do I get to the consumer through the retailer? Is there something I can offer the retailer or do I need to get to the consumer myself? I have been thinking about TV advertising, however the cost is very scary. I do believe it may assist though.

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Jay’s Answer: Pretend you’re selling the product yourself.

How would you get people excited about it? Would you create online videos showing the results, how to use it, etc? Would you have a contest of “most improved” or “best use” of your product? Would you offer free classes for using it? Would you contact local garden clubs to teach them the ins-and-outs of your product? Would you try to get it featured on a gardening show?

Now realize that you’re basically selling it yourself, just that the retailers are doing the order fulfillment for you.

How Can I Get Advertisers For My Newspaper?

Products

How can I obtain advertisers for my newspaper which is the first and only one of its kind. It’s distributed free in high schools nationally to about 80,000 students?

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Jay’s Answer: First, look at your existing advertisers to get clues for underserved opportunities. For example, if you have advertisers for SAT preparation, what about (national) tutoring organizations (such as: Score Learning)?

Next, what are high school students most likely (as a group) to be interested in? Most likely the list includes: cars, college, jobs, romance, and travel. Identify those companies that have the budget that would like the chance to place their targeted message. Don’t just focus on the #1 leader – the #2 company might like to overtake #1, so here’s an opportunity you can provide to them.

How Can I Market Wrist Identification Bands?

Products

I have been asked to market wrist identification bands (made of lanyard material with a backing material that can be written on).

Initially, they were manufactured for sale to parents /guardians / youth groups for school aged children in case the child became lost or separated from the group or parent.

The compliance & safety regulation standards for children’s products has recently been upgraded in Australia and as a result the launch of the product to this market has been put on hold.

Instead, we’ve decided to market them as a great substitute for layards – they don’t get lost (or left by delegates at the bar) and can be customised to carry conference logos &/or company branding.

To introduce the product we’re sending Conference Organisers / Coordinators a direct mail letter with a sample. I’m after a catchy headline for the direct mail letter. I’d thought of “Delegate Banz – the Conference Organiser’s Organiser”. OR maybe, “Sometimes we know you’d like to tell your conference delegates to GET LOST (especially if they’re heckling the keynote speakers or misbehaving in the lounge bar)…but what if they were? With Loc8me Wrist Banz your conference delegates will always be easily identifiable and their contact details and room number can be written on they back so they’ll never forget their seminar location or hotel room number.”

Hopefully this segment will provide a good market niche for this product.

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Jay’s Answer:

(Aside: I’m not sure of the need for this product to this niche. Generally conferences attendees wear a badge that clearly states their name and company for conference staff and other attendees to see. Perhaps investigate senior citizen market – in case they go out and forget where they live, phone number, name, where car is, etc.)

As for name, why not simply: Conference Wrist Badges?

What Are Our Key Performance Indicators (KPIs)?

Products

I am looking for an advice on how to determine the KPIs (key performance indicators) for our marketing intelligence manager ( we have a new hired manager ). What do you think the most appropriate KPIs for such position ?

Secondly, what campaign would you recommend to get lost customers due to bad quality products ? some of our product lines giving us critical problem and has resulted in danger condition (6 months down trending stat). Do we have to redo our USP and the message incl.our sales force sales scripting.

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Jay’s Answer: Your second question is most important. You’ve had bad quality products customers have moved on. Some key questions:

  • How do you know that your new products are indeed improved?
  • How much improved?
  • How much (independent) testing have you done?

If you’re selling a low-ticket item, give it away for free (or at cost) to your lost customers. If it’s a higher-ticket item, you’re asking for your past clients to: 1) trust you again and 2) give up whatever solution they’ve come up with. There’s a cost for this risk. In either event, I’d offer a 100% no-questions-asked return policy. If they don’t like it, then you’ll pay them to switch back to their other solution. So there’s no $ risk for them. If you’re selling software, then you need to protect the possibility of someone making a copy of the software and still returning it.
You don’t need to change your USP, but you do need to change your sales script. You need to stress the “new and improved” (with guarantee) product/service.
Be honest – people understand that companies make mistakes and appreciate transparency in communication.

As far as your Marketing Intelligence Manager, KPIs will vary based on what you want them to achieve. Are you asking them to launch a new project? If so, then have them create a timetable for rollout, and then have milestones be KPIs. If it’s to perform SWOT, then again you’re measuring both time taken and accuracy. You could independently audit their analysis (spot checking information). You could also measure the ROI of their suggestions (and have them estimate the ROI before hand). What you’re really trying to do is figure out if:

  1. They’ll do what they say they will
  2. They product correct research
  3. If their proposals result in actions that produce (significant) revenue.

What Is A Good Marketing Strategy For A Coconut Trading Company?

Products, Publicity

I am helping out a family friend’s Coconut Trading Company (let’s just call it CTC for now) that is based in Asia. They import fresh premium coconuts by land directly from Thailand and started out as the only distributor in the local market. They have been in the business for more than a decade now and with no competition over the first few years, they were able to establish good relationships with the restaurants owners, beverage stands and hotels within their country.

About 5 years ago, an employee with the knowledge gathered from working at CTC decided to put up a business in the same trade, New Coconut Trading or NCT. The new player thought that by offering low grade coconut at a lower price will be enough to get into the market. But when they tried to tap into CTC’s client, NCT found out that offering a lower price is not enough. So NCT took a different approach by offering other fruit drinks that CTC doesn’t have and was able to tap into CTC’s client, which the loyal customers supported as long as its not coconut related. So with this, CTC learned to adapt to its competitor and the new changes that came with it but at the same time was able to maintain his client.

Everything seems okay for CTC and NCT until 2008. They are both facing a new challenge as another player made its introduction to the market recently. Rumour has it that previous employees from CTC and NCT joined forces to put up Another New Trading or ANT. And this time ANT is trying its best to tap into both CTC and NCT’s client by offering premium and low grade coconuts plus a new array of fruit drinks. Lets add to that the number of mobile vendors who are also now selling low grade quality coconuts in the streets. The demand for premium coconut is getting less as the supply of cheaper coconuts from Thailand is increasing in the local market.

What is the best Marketing Strategy for CTC to be able to survive these new threats and at the same time maintain their market share?

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Jay’s Answer: Here are a few ideas:

1) Diversify. If CTC is only selling coconuts, any new company that also offers coconuts will be a threat. Sell other products that CTC’s existing clients need.

2) Make Premium Brand Clearer. What are the benefits to the premium coconut? Taste? Vitamins? Organic? More milk? Less chance of spoil? Continue to highlight the benefits of your products to differentiate them from your competitors.

3) Make Service Clearer. Why are CTC’s customers continuing to purchase from it? Is it your refund policy? Your quality? Low spoilage? If you don’t know, ask your clients what are the top 1 or 2 reasons.

4) Merge (Co-market) with NCT. Use both of your names & customer lists to establish a stronger single brand or ease of ordering.

How Can I Find Sponsors For My Children’s Music CDs?

Products, Publicity

I compose and write children’s music and am in the process of completing my 4th children’s music CD of edutainment. I have marketed the music online, through articles and columns I write for Children’s magazines, music performances at book stores, malls, schools and community events and through the educational market. However I have found that the “mommy market” is mainly looking for things that are “free”. They love the music but don’t want to pay for the CD or downloads so sales are slow and I am not sure why. Because I like to give it away for free (it’s easy to give it away, much harder to charge for it!) I am thinking about finding sponsors who would be interested in getting their business name out their by sponsoring the products and benefiting by have their business in front of the many educators, moms and children I perform for with the music and books I write. In return for their sponsorship I would distribute my products with their logo on them, have their names on a banner at all my performances, provide them with an ad on my website and provide them with the opportunity to make a difference with young children who might not be able to afford a music CD or children’s book with a message about healthy hygiene and good habits like brushing teeth, covering your nose when you sneeze, etc. Currently I see about 20,000 children a year in the local market. My dilemma is that I have never done anything like finding sponsorship before and am not sure how to begin. Is there anyone who has marketed their products this way? If so any advice would be much appreciated. What is the best way to get your foot in the door with some of the larger companies of the medical industry that might benefit from children learning about healthy habits and hygiene through music. I have tested the music on a variety of different children in many different settings and economic groups to make sure it holds their attention, they enjoy the songs and lyrics and the mom’s and teachers enjoy the music as well. The response when they hear the music and the hits to my website looking for my performance dates show that the music works, so I’m perplexed as to what to do to increase product sales.

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Jay’s Answer: Before you go off and try to find sponsors (which may be a very good idea), I’d focus on the sales themselves. Otherwise, you’ve just added another job for you: finding sponsors, making presentations, changing your CDs/marketing materials, etc.

You have some great numbers. It sounds like you have analytics installed on your site, so you do know that people are visiting. Consider the model that Amazon is doing: letting people listen to 30 second snippets of the music. Give them a reason to stick around. To continue to build your name, if your website doesn’t already, have an opt-in form. You can send monthly schedules of where you’ll be performing, a fun background story or activity to do with your child, etc.

Selling music at your venues is ideal. You have a captive audience who just heard you, and may want to remember your music (and share it with their friends). If you sell your CDs for $15 each, sell two copies of the same CD for $24 – you’d be surprised that the audience will work together to get the bargain. Provide free add-ons to each CD: activities, games, and other websites that reinforce the themes.

If people aren’t buying, then get a friend of yours to ask people at the end of the concert if they’re buying a CD (and why/why not). You need more information before you can create a viable marketing strategy.

How Can I Launch My First Patented Product?

Products, Starting Out

After Eight years of production, I am finally ready to launch my first new patented product.

It aids the consumer, to creatively custom design their own hangers in a different manner, also instantly. Tools are not really necessary. It is design to help economize clutter closets space furthermore to travel light, to avoid air lines extra charges.

I am looking for: Launchers, TV network, Reps, Launch mentoring, Access to Distribution, etc.

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Jay’s Answer: Before you create a website, get distributors, etc. first figure out WHO your target market is. I’m sure you’d want everyone that has a closet, but create a niche otherwise you’ll be doing mass market advertising that costs a lot and might not produce the return you’re looking for.

For example, maybe you want to focus on first year college students, who are bringing their stuff to a dorm and want to have enough room for everything. Then, you can focus your marketing message to campus newsletters and magazines for the demographic.

Once you’ve narrowly defined it, then you can find the best people to help you with that niche. Of course, you can then move to other niches, growing your business as you find success with each niche.

How Can I Market A New Organic Skin Care Line?

Products, Starting Out

I have recently been hired as a sales rep for a newly developed organic skin care line, which was developed by a friend of mine. The ingredients are all natural, without toxins, harmful preservatives, etc., and it is a very professional upscale looking product line. She wants me to market the product starting with doctor’s offices, pediatricians, dermatologists, etc. She thinks it is an untapped market and is where she wants to start with the line. I thought that we should try health food markets like Whole Foods, or other places that share the whole organic philosophy, maybe full service salons or boutiques, etc. I recently took some samples to the Center for Holistic Medicine, and asked to be contacted with their opinions about the line and whether they are interested in carrying some products. Any advice on where to go and how to start?

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Jay’s Answer: It’s a big market, with lots of competition already. If you do get on the shelf at Whole Foods, yours will simply be another product on their shelves, and unlikely to generate many purchases.

Start by targeting under-served markets. Is there a skin problem that your products heal better than any other product out there? Maybe a location in the country where organic skin care hasn’t penetrated (and is the right demographic for you)?

Consider private labeling the product to high-end spas and private gyms. Also, cross-marketing with related products – high-end hair care, nail care, and even outdoors-related businesses.

You might want to sell B2C to get the word out directly. To get more consumer awareness, try doing something win-win: provide foot rubs for your local Avon Walk For Breast Cancer with your products (or provide the product for others to use).