Like so many other expectant couples, Sarah and Mark began researching baby products right away, as soon as they found out they were expecting baby number one. They listened to advice from friends and family, and they turned to the Internet to learn more about all the options and brands available to them.
Before long, they found themselves overwhelmed with choices: bouncy seats, swings, white noise machines, stuffed animals designed to mimic the mother’s heart rate. Who knew there could be so many different products dedicated to helping babies sleep?
As the couple began to wade through all the options, Sarah quickly began to realize the marketing genius behind it all. She worked in advertising and had seen this phenomenon countless times in successful ad campaigns. The makers of these various sleep products had completed the trifecta.
- Identified a real problem
- Tapped into their potential customers’ fears
- Designed a product to fill that niche in a slightly unique way
The importance of these three marketing points applies not only to companies designing sleep aids for babies, but to everyone who wants to design a successful product.
The keys to successful marketing
Successful marketing is built around identifying and addressing a key need for consumers. If your product looks interesting or does something really interesting, but customers don’t see an immediate need for it, it probably won’t sell very well. The key is to show customers exactly how your product addresses a specific need, even if the need is one they don’t even know they have. Show customers how your product or service will make their lives easier, and they’ll be far more likely to buy from you.
Capitalizing on what’s different
When Sarah and Mark began researching baby products, they were amazed at the sheer number of products that were designed for sleeping. What perhaps is even more astounding, however, is that all the products were slightly different. No two products were exactly alike. Even if two white noise machines were standalone, plug-in devices, there were always some slight differences. Maybe one had an option to play a recording of a heartbeat, while another had more lullabies. Each manufacturer seemed to know exactly what made its product different from the competition, and that’s what they capitalized on. One might focus on the benefits of having a newborn hear a gentle heartbeat while trying to sleep. Another might talk about how lullabies have been used for generations to soothe.
Like these manufacturers, your company must be able to show customers exactly how your products are different than the competition and why those differences make your products better. It does no good to duplicate a competitor’s product, as that niche has already been filled. Think about what makes your product superior, and use that information to mold your marketing campaign.
Show the product providing the solution
Any product that’s supposed to help babies sleep will include pictures of peacefully sleeping newborns right on the box. Such imagery expertly taps into the fears of potential customers (having a baby who won’t sleep) and offers them a solution (use our product, and you’ll have a peacefully resting infant). Your marketing campaigns should make it obvious to customers exactly how the product you’re selling is going to help them.
Customers want to know exactly why they should do business with your company. Taking the time to develop a marketing plan that shows how your products address specific needs will pave the way to marketing success.
If you’re looking to get started reworking your campaigns, give us a call today.