Getting your products in the hands of the buyer
Manufacturers spend a great deal of time and money developing products for customers. Focus groups, research surveys, prototypes, and field testing. Production begins. Marketing materials are developed, Sales has been promoting the products to the sales channels. Now to get an ROI for the company.
Have you addressed these key questions?
When displaying products on the shelf, how do you want them to be presented? Are they packaged in great looking cases or boxes with eye-catching graphics in the hope of being picked off the shelf? Are your products more conducive to “out of the box” presentations?
How do you get the product into the hands of a purchaser? Creating an effective POP display for the shelf is important. The product needs to pass the “see, touch and feel” test. Having a product available for close inspection helps set it apart from competitors. Dollars spent on an inviting POP display pays off at the register!
If you are hoping to get the sale based on packaging, think again!
The rise of social media has created the need for good video or animation to showcase the products via POP displays at retail, at a separate video site or on the company website. This allows for control of the product presentation and to highlight the features and benefits of the product. Creating an active social media campaign via Linkedin, Facebook and Twitter or blogs allows for engagement with consumers is highly recommended.
Most consumers want to be engaged with the brand!
Make sure products meet the expectations of consumers. The speed of information has multiplied ten-fold and continues to grow at an astonishing pace. “Word of mouth” over the social networks can make or break a product. Controlling PR is key. Address any issues “head-on” and make sure customers know what you are involved and engaged with them. There are too many examples of companies who have not been responsive to customers and have paid the price. PR done right and effectively can enhance the brand and create a loyal fan base.
In working for a major tool company, I wanted our customers to “experience” the tool. This experience, in most cases, lead to a purchase.