Know-How Exchange : Other

It depends greatly on the product!

For example:

If you are trying to market televisions without remote controls, like the old days, I'd say the answer is "You don't market it...pick another product!"

But if you are marketing something nostalgic, like old fashioned beer mugs, or can openers that look like they are from the 50's, you would want to not only focus on the very nostalgia it exudes, but the demogrphic of those most likely to buy it. Just basic marketing.

Before you do anything, take a step back and make sure you aren't trying to bring back the 8-track!!!!

Here's a good article with some exercises to do to help you focus:

www.marketingprofs.com/perspect/fischler1.asp

Good Luck!

- Jett Enterprises, Inc.

Hi Samkoko60

I was in exactly that position some years ago when I was marketing a 10-year old DOS product – in a market where every one else was selling Windows™ products. You’ll need to do the following:

Firstly – Turn the apparent weaknesses into real strengths:
1. List the key differences between your product and the newer technology competitors.
2. For each difference, describe why (or for whom) this difference makes YOUR product better.
(For example – one of the strengths of a DOS product is that it provides a much faster environment for keyboard data-entry).

Secondly – Identify the market segment that would typically require this set of advantages. (For example – the call centre business might find it an advantage to collect information quickly while customers are still on the phone. This provides them with a more productivity etc.)

Thirdly – Test your hypotheses with some existing, satisfied customers.

Finally – Develop your marketing collateral and programmes to target these markets.

i.e. You’ve turned an apparent weakness into a strength – Now you can tell them that this is a KEY FEATURE of your product and it represents a deliberate strategy of your company.

Hope this helps a little

Paul

Paul Linnell, couldn't have answered that any better what I will just add is ... if you know you have a market, you can sell it to them :-)

Good Luck

yes, it's about checking your positioning. The product doesn't have to change, but make sure everything your product & organsiation do reflects that positioning.

So if you're 'reliable & trusted', make sure that
- the phone gets answered,
-staff can actually help answer customers' questions
- the company's reps (or deliveries) are never late, and it's a *real* concern if they are
etc.
Whatever your positioning, drive it all the way through the product/company/supply & service

The new guys on the block may just be too busy making their product work to hit back.

WIll

... oh and don't necessarily chase the same customer segments at the same price points.

There are folk out there who have to have the latest thing. And there are many more who don't take risks, and follow, rather than lead.

Your product should now be a cash cow - a safe purchase for safe customers. Don't try & make the product be anything else.

hth

Will