Why customers do not buy my (wonderful and innovative) product?
Undoubtedly this is one of the questions most frequently are the executives of innovative companies. Unfortunately, in many cases the answer is "because your product does not provide any significant benefit" or "because they're fatal mistakes in strategy or execution of your marketing."
In other cases the answer is less obvious and has to do with the fact that any new product means a change and the dislike of its potential customers to bear the costs associated with this change. The process of adoption of innovation has been studied since the'60s and formalized in what is known as diffusion models by academics such as Everett Rogers, who in his book "Diffusion of Innovations" describes how an innovation spreads through the various user profiles (as defined in part by their propensity to take risks) and the variables that influence the distribution (relative advantage, compatibility, complexity, etc.)..
Rethinking markets
The most radical innovation is that which is to create markets that did not exist previously, marketing new products or services and setting for this new value chains. One of the most popular books on innovation in recent years, "Blue Ocean Strategy" by INSEAD professors Renée Mauborgne and Chan Kim, urges us to abandon the crowded and dangerous waters of "red oceans" (known markets, peppered competitors) and find "blue oceans" in the form of new markets. Leaving aside these marine metaphors, which the authors postulate that the current business strategy is characterized by competitiveness (competitive strategy, competitive advantage, defeating competitors ...) and this leads us to think only inside the box of our current markets and focus on winning customers to our competitors in a defined battlefield and unbreakable. The result of this approach are becoming increasingly crowded market and less profitable.
Advertising convinces … You sell
With advertising, we can change what it is we want you to know, change the real value of the perceived value, shape and modify the values of the product or company can do many things as you want, wherever truth, but truth will said, the truth that we want to promote to our goal.
The main purpose of advertising is to sell through information, obtaining a favorable opinion for the product purchased.
Advertising, fulfills its mission when the public was informed or buy the product.
The door to him inside the store is the company to close the sale, if you do not prepare their people to close the sale, advertising work lose effect despite having accomplished its mission of putting the customer in front of the product.
With Advertising … Your product is born.
A product does not exist until it begins to make the quickest way is by advertising in all its forms, from simple advertising flyer through card sales, product presentation, the spread of word-of-mouth, in so all are.
At first it requires a great effort to make their product as fast as possible to as many people. This can only be achieved with a positioning campaign in the mass media, newspapers, radio and television.
The products and services when they begin to come alive in the minds of potential customers without neglecting aspects of handling graphics, public relations and marketing.
Advertising in times of economic crisis.
The first thing you should ask is ...
What is the point of advertising?
It is commonly thought that the advertising used to sell because I have different news, the main function of advertising, not sold.
What the advertisement is to inform and shape opinion about a service or product, not selling, where you sell it to the client or through the computer if you do the internet.
I understand that this may cause controversy. Let me elaborate on this, with the advertising you call attention to your product and not the competition for the customer to take the right decision to choose you to buy.
How to win the trade war and destroy the competition (The Art of War on Marketing).
The first thing to do is be very clear about the doctrine of your "Army" (the company).
I refer to aspects of time, terrain, command and discipline.
TIME: The Yin Yang, the good and bad, wealth and poverty, is the most impotent of the company, whether use of the time, produce more in less time, continuous improvement, today is increasingly do things faster and better made.
THE LAND: It is to conquer the market, it's your business territory, the battlefield is your business, the more gains ground, the greater will be your domain business, international corporations have the world by land to conquer.
THE COMMAND: It's run by the "Army" (company), is the head of the company, which makes the commercial strategies of the battles, is the supreme commander of all military business, their only goal is to earn (money ) the trade war to conquer new territories
HOW TO WIN IN NEW MARKETS
Faced with economic uncertainty, it is necessary to see the crisis as an opportunity to gain presence in new markets.
At present, we must understand how to cope with the new size of the market, analyzing the areas that generate resources in future to be one of the possibilities to generate business to the outside.
Ignorance, many companies fear going abroad.
Here are some steps to follow in search of new markets: The first is whether the company is able to export. Adequate statistical enable the company to know the volume of production and sales in recent years, the changes produced in the stocks, as well as cost analysis will determine what is the optimum point of production to the table of current sales and future.
What Color Is Your Marketing?
Color can be a powerful factor in marketing a brand ... but it should not be attempted without the marketing brand of your company and products. Some essentials to consider:
1. What exactly is my product?
This is a question that the burden can only be answered by going through the proper steps to brand your company and products. Your product, your brand must convey an attitude, have rituals and sacred words, an example of the leaders and come from a life history.
2. What exactly is the price for me?
Price is not determined by a track. This requires consideration of the benefits, potential sales, customer, competitive and comparable research.
3. What exactly is the place for my brand?
Where do you fit your brand among your competitors? What are your unique qualities, the main points of sale, and, most importantly, what is your point of difference? All these are essential elements for success, successful brand.