How to market an innovative product
First, start with the benefit of innovation. Innovation works in business only when it creates a benefit. That benefit could be a cost savings or efficiency that benefits the producer or distributor,...
View ArticleProduct and brand failures: a marketing perspective
Overview Product and brand failures occur on an ongoing basis to varying degrees within most product-based organizations. This is the negative aspect of the development and marketing process. In most...
View ArticleCatalog sales as a retail channel for your business
There are plenty of benefits to having your products sold in catalogs. But, be wary! There are pitfalls as well in this sales/distribution channel. Giving away the farm Many catalogs will ask for a...
View ArticleProduct marketing
Successful companies don’t market products, they market offerings. An offering encompasses the benefits or satisfaction provided to your target markets, tangible and intangible. To successfully market...
View ArticlePackaging and labeling your products
Product packaging must be appealing in order to attract and hold the consumers’ eye and attention, and serve as an efficient and functional shipping container. Most physical products require packaging....
View ArticleProduct bundling
Product bundling is combining two or more products or services together, creating differentiation, greater value and therefore enhancing the offering to the customer. Bundling is based on the idea...
View ArticleChannel marketing moves goods from producers to consumers
How do you most efficiently get your product or service to the people that need it and are willing to pay for it? Using a marketing channel may be a solution. Channel marketing describes the...
View ArticleChoosing your Sales Channels
Channel marketing proves to be a “fit” if the process better responds to the desires of the target market than the organization could do alone. An organization must answer the question, “Will our...
View ArticlePurchase incentive fulfillment
Purchase incentives are an every-day occurrence. We see them everywhere, from simple coupons to instant rebates to frequent flier miles. Does your business offer a purchase incentive as a marketing...
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4 Lessons From Innovators
First mover advantage is great, except when it’s not. If your product is truly innovative, your biggest challenge is likely to be explaining what, exactly, your product is, what its benefits are, and...
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