Selling: They’ve got to taste it first!
A “Mom & Pop” client of mine, John and Diane Cannon, make and sell Cannon’s Sweethots (and yes, I’m prejudiced) the “best sweet green chile in the world.”
The Cannons and I can do all the deep thinking we want re marketing - distribution, label design, e-commerce, new products, private label deals and so on - but it really all comes down to getting the stuff in people’s mouths. Just about everybody loves it. Yet we can’t exactly chase them around the supermarket parking lot with a spoon. (Well, we could, but I’d like to maintain my non-existent criminal record.)
And so it goes for everything from ideas to music to cars to tech toys. People gotta taste it before they can love it. (So, yes, give it away already!) This is especially true if you’re in start-up mode and have a limited marketing budget. For example, instead of blowing $40,000 on a “branding” consultant - donate some of your product to a charitable organization or send packages to the troops or become a corporate sponsor of a group, donating product and services to their events. Think about your particular vertical/industry niche - what would give you maximum exposure at minimum cost? (And, be sure to plan for buzz around it. You’re doing well by doing good.)
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March 13th, 2007 at 1:15 pm
Mary - These are great ideas. Even if you’ve got not-so-glamorous, expensive business software applications, it may be useful to think of getting some freebies in the hands of potential users if you’re just starting out in the market. In exchange for “free”, these users can provide great product feedback, plus case studies, references, etc. You can’t give things away forever, but you might consider giving deep discounts (as deep as free) to 2 or 3 clients when you’re starting out. (Make sure they fit your target market profile as closely as possible - and make sure that they’re willing and able to be references. Another gotcha is that sometimes feel less urgency to use a product if it’s free.)
And, boy, does Cannon’s Sweethots sound delish.
March 13th, 2007 at 3:08 pm
Thanks, Maureen. And absolutely! Particularly if you’re in beta or early release mode. Treat your customers like you’d like to be treated and they’re likely to pitch right in and - gasp - help you make a better product and give you some great buzz. Of course, you need to frame the “free” stuff correctly. Otherwise, it can be difficult to transition to paying customers.
March 14th, 2007 at 6:54 am
Tangentally, blogs have pointed out that often the best marketing for your product is to get it into the hands of an expert in the field.
For years, movie studios have pre-screened films for reviewers. Restaurants invite local food critics to sample their fare. Music labels send new music to radio DJs hoping for heavy airplay (they’ve also paid for play, a questionable practice now receiving a lot of attention from judges and lawyers).
And while I’d advocate giving your product away to generate interest, it’s important to target the right group of receivers. If you make baby products, you wouldn’t give them to just anyone on the street. You’d try to identify the most vocal parents in your target community.
Who’s trusted in your target market? For entrepreneurs targeting a certain mostly-female demographic, Oprah is the holy grail of “experts.”
A company selling motorcycle accessories might want the blessing of Jesse James, the custom chopper.
Software that resolves user-related issues, while targeted at non-techy consumers, should be given away to IT professionals, since they’re the ones who are sought out by friends, family and co-workers for recommendations.
April 10th, 2008 at 8:10 am
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