8 Product Marketing Mix Tips-3. Consider how you and your team may enhance your next go-to-market strategy, product launch, or sales campaign by going through each “P” below.
8 Product Marketing Mix Tips-3 is a continuation of the first 2 parts.
Marketing involves many different people, including employees, distributors, dealers, sales reps, telemarketers, resellers, brokers, agents, and customers.
If people don’t understand what you’re selling or don’t like what you’re selling then they won’t buy from you regardless of all of your other marketing efforts! To sell effectively, a company must have a great marketing team!
Marketing is more than just making a sale; it is about building relationships and trust! How can you get more people involved in marketing for your company? How can you get them excited about promoting your products/services/ideas?
Are there any incentives for them to help sell for you? What do they have to gain by helping promote for you?
Can their jobs depend on them selling more for you? Do they have bonuses available if they reach certain goals related to sales volume or the number of leads developed per month?
More on People
People have always been an important part of marketing because there must be someone who does the work. These people may be internal such as employees or contractors, or external such as sales representatives, distributors, agents, and/or retailers.
This part also covers the customer service aspect of marketing. If a customer has a problem with the product, but the company’s customer service is lacking, then the customer will probably never buy from this company again.
No matter how good the product is, if the company doesn’t take care of the customer who buys their products then the company will probably go out of business at some point.
One way that companies can move consumers away from thinking about products as commodities (where the price is king) is by offering superior customer service.
Positioning involves defining who your target market is and where they are in relation to your company in terms of the price range, demographics (age range), and psychographics (what interests them).
The positioning also involves knowing what you want to say to your target market, how you want to say it, and where you want them to find it. What do they need to know about your company? What do they currently think about your company?
How can you change their perception of your company? What are the best ways to communicate with your target market? What kind of social media is best for connecting with your target market?
If your target market is the general public and not a specific group of people, how should you talk to them?
What if you send messages to them without asking permission first? Just because someone doesn’t ask you not to send them messages doesn’t mean that they want them!
There are many things that go into positioning that may cross over into other areas such as packaging and/or product development.
Take some time and list out what you know about who your target customers are and where they are located. List out what they want from you and from others in the industry.
List out what motivates them to buy from you at this time (such as price or quality) and what motivates them not to buy from you at this time (such as lack of product availability).
Partner marketing is a popular method for introducing and promoting products, but it is also the most time-consuming.
Because partnerships are inherently complicated, with each partner having their own set of aims and expectations, achieving alignment may be a full-time effort. Still, for a small business trying to expand its consumer base, a well-executed partnership is arguably the most effective P on this list.
It’s a good idea to think about what a partnership would entail in terms of overhead (e.g. legal contracts, lead time, and communication overhead).
Furthermore, because of the lack of authority in a partnership, important champions/contacts may quit the organization, forcing you to start over. Even so, if you can match your brand with another that compliments your product or service.