Make your product stand out to win over new customers
Humans are creatures of habit, and if this statement needs any more reinforcement then allow me to do the honours. For the past few years, I have been buying the same brands of cosmetic and personal care products. I stick to the mantra: “If it ain’t broke, why fix it?” After all, why should I when I get good value for money and the products have been working fine?
According to research by Harvard Business School, American families, on average, repeatedly purchase the same 150 items, which constitute as much as 85 per cent of their household needs. So I am not the only loyal consumer out there.
When one of my friends moved to another city, she told me how changing her daily routine – from where she bought her groceries to where she had her nails done – was an uncomfortable transition for her.
With this in mind, how can businesses convince their customers to try something new and switch to buying into your product or service?
The answer is very simple. What you offer should achieve this all by itself by making the transition appealing for customers.
Below are a few tips to market your product in a cluttered market:
• Ensure the transition is smooth
How much does a customer choosing your product or service need to change their daily routine? Is your product easy to use? And most importantly will they be spending extra money? The key is to make the transition very simple with the change a minor blip in their life that is disguised by the heightened experience you deliver.
• What makes you better than anyone else?
Make sure to highlight your advantages. Be transparent about the benefits whether they provide more convenience, kill 100 per cent of germs or provide a long-lasting battery life. Look around and you’ll notice that many products provide similar advantages – detergent advertisements, for example, all promise hassle-free laundering and fabric care. The key is in delivering that message or those advantages creatively. It could be in the way you package your products or the creative material you produce to market them. Whatever you do, make sure you do it differently, creatively, and that your advantages are clearly highlighted.
• Make your product easy to use
Whether you are selling a gadget, a toy or a piece of furniture, ensure that assembling it is easy. Do not add so much work that your customers hesitate to purchase it. One of Ikea’s competitive advantages is that its furniture is simple for anyone to put together. A shopper can walk in, purchase an item and most often walk out with it the same day. The whole concept is about making the process easy, and that is why going to Ikea has become an enjoyable experience for many.
• Give away samples for customers to try
Samples, giveaways or an in-store experience for customers to take your product/service on a test run can all ease the transition, giving consumers a preview of what to expect when they switch to what you have to offer. When Etihad Airways introduced The Residence on its fleet, I had the chance to preview it at a private event. Similarly, food companies often offer product samples to supermarket customers to try. In-store experiences also provide a great opportunity for customers to interact with a brand’s representatives and inquire about the experience. Of course, not every product can be given away, but other promotional options include offering discounts.
Few people like change but the right marketing approach – such as highlighting your product’s advantages and ensuring a smooth transition will help you sway a customer towards your business in no time.
Manar Al Hinai is an award-winning Emirati writer and communications consultant based in Abu Dhabi. Twitter: @manar_alhinai.
