Question

Topic: Strategy

How Do I Get To The Consumer Through B2b?

Posted by Anonymous on 9/16/2008 at 4:58 AM ET 250 Points
I have invented and developed a unique landscape product that gets people (who know about it) excited.
In fact one of the head buyers of a major box store has moved to the USA and is actively trying to get the product into the market there and Europe.

Sounds good? Yes, but I am worried that it may be a product that seems good, but really is only a little bit good.
There seems to be mixed feelings about the product on a business level. Are businesses scared of NEW and UNIQUE products? Can a "little bit good" product be marketed correctly to get fantastic sales, or am I being impatient? The product has only been in stores for one full season and we are about to move into the second.

I have successfully got the product into some large Box format stores, however product is selling a little slowly. We have done very little marketing and our market is also very small. 4 million people in my country.

The product also requires awareness as the actual product is a mold and the final result is the PRODUCT of the mold. In other words, what they see on the shelf does not reflect what they will ACTUALLY receive or build. The shelf product can seem dreary and "non exciting" until they see some finished product which looks fantastic.

It has never been seen before and product awareness is low as far as I can see and our retail outlets aren't as proactive as we would like them to be due to the fact that they have a million other product lines and seem like they really couldn't care less about how much of my product they sell.

The question is, how do I get to the consumer through the retailer? Is there something I can offer the retailer or do I need to get to the consumer myself? I have been thinking about TV advertising, however the cost is very scary. I do believe it may assist though.

Any help appreciated!

Thanks
Craig
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RESPONSES

  • Posted by Jay Hamilton-Roth on 9/16/2008 at 9:00 AM Accepted
    Pretend you're selling the product yourself.

    How would you get people excited about it? Would you create online videos showing the results, how to use it, etc? Would you have a contest of "most improved" or "best use" of your product? Would you offer free classes for using it? Would you contact local garden clubs to teach them the ins-and-outs of your product? Would you try to get it featured on a gardening show?

    Now realize that you're basically selling it yourself, just that the retailers are doing the order fulfillment for you.
  • Posted by CarolBlaha on 9/16/2008 at 9:28 AM Accepted
    Retailers are afraid to take on a product that might sit on the shelf. Your product doesn't have a track record-- you don't have a track record. I have this now in my rep biz, a very small product with a small niche and retailers sure no one will pay the high price for. But by pulling thru the sales-- we're making headway.

    Can you do in store demos? You can get TV exposure without high prices. Local TV shows bring in new products and have local garden spots.

    A product as unique as you say won't get discovered until you create the excitement. Dedicate time to the retailers you have-- make sure the product sells. The success you have there will give you the leverage to more.
  • Posted by Frank Hurtte on 9/16/2008 at 10:04 AM Member
    The big box stores will never, never, never help you create demand. They will simply service the demand.

    There are three ways to develop demand...
    1) do it yourself
    2) franchise it to others
    3) establish a channel to market

    In the US either you need a seed money for mass advertising / marketing or you need to establish a strong grass roots channel.
  • Posted on 9/16/2008 at 2:50 PM Author
    You guys are fantastic...I will be thinking hard today!
  • Posted by Susan Oakes on 9/16/2008 at 4:44 PM Accepted
    Consider approaching the opinion leaders relating to landscape that the consumers would take notice of and follow their recommendation. The opinion leaders may have a TV show etc that you could approach with the product, give them samples and explain the benefits.
    This can act as an endorsement if they promote your product which can lead to PR activities and sales at retail level.

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