Product marketing may be one of the oldest tricks in the marketing book, but it’s also proven as one of the most successful to this day. Even though modern methods, like social media marketing, are proving effective, 79% of respondents to a recent survey said they would likely do business with a company if they’d received a promotional product from them. A marketing technique with the potential to produce a healthy return on investment (ROI) which is also tried and tested, companies big and small shouldn’t neglect product-based marketing as an option to get their brand out there.
As a product marketing specialist for Zagwear, I’ll be sharing with you three of my top product marketing tips.
1. Be customer-centric
No matter your business, you’re offering customers a product or service. From B2B to B2C, the client or customer should always be right at the top of your priority list.
The same can be said for product marketing. After all, who’ll receive your product, expand the reach of your brand and perhaps even advocate it? That’s right, existing and prospective customers.
So, if you’re building a product marketing strategy for your business, the target customer must be at the center to achieve your goals. From the product you choose to bring to market to the reason behind this promotional tactic, always make sure you put yourself in the shoes of your customers.
2. Stay ahead of the pack
Whatever your industry, you’ll have your rivals. When you’re offering almost identical products and services to your closest competitors, securing business can seem like a case of chance.
If you’re thinking outside the box for ways to get noticed by prospects, product marketing might offer a solution. Whether your competitors are using product marketing or not, creating your own strategy can generate more leads and greater brand awareness.
But - and there is a but - jumping on the bandwagon with generic branded pens and tote bags simply won’t cut it. With so many companies using product-based marketing, prospects have become immune to mediocre attempts.
For your product marketing to get noticed and, better still, have the desired impact, you need to stay ahead of the trends, bringing potential customers promotional items they’ve never been offered before, but have always needed.
3. Quality is key
When it comes to product-based marketing, quality speaks far more than a thousand words. Think about it; if your company gives prospects a cheaply made pen, what does that say about your brand name, your company ethos or your other products and services?
If you’re setting out to impress prospects and existing customers, have the maximum impact and do product marketing right; you need to make the quality of your products a priority.
Whether you’re targeting potential clients or hoping to create brand advocates from existing customers, it’s important to opt for premium products and materials to avoid your product being labelled cheap —something which could negatively impact your brand name.