Question

Topic: Strategy

How To Introduce A New Product To Untapped Market

Posted by iknowj0n on 2/4/2013 at 4:17 PM ET 250 Points
Hello, I am searching for effective strategies to introduce a brand new product to a fairly vacant market. The product is a new type of nutritional remedy originally targeted at college students in the form of a vitamin tablet.

What are some effective ways to convince people that they need something that never existed before?
I've looked at some other brands such as 'snuggie' and 'Vapur' as case studies who have been successful with introducing something new.

I already have some ideas that include social media marketing and 'sample' introduction at potential target markets but I feel like there is much lacking from my plan thus far.

Product branding has also been established with values and purpose along the lines of "revitalize and restore". website has been created to provide more detail of the product and a means of purchasing the product.
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RESPONSES

  • Posted by Moriarty on 2/4/2013 at 4:30 PM Accepted
    One of the best ways is to address the problem that your product is said to remedy. Ask what questions it answers - and this is the key to your answer.

    With that you can find traffic. Whichever source of traffic is best is the one to concentrate on. Because your problem is that nobody has tried it - and past experience is no guide to the future.

    Does this help?
  • Posted by iknowj0n on 2/4/2013 at 4:38 PM Author
    I understand what you mean and I have an answer for what problem my product solves. But that doesn't help me create effective ways to enable to my target market to buy it. Sometimes a solution to someones problem isn't good enough. I believe you need proof and convenience is always a plus
  • Posted by Moriarty on 2/4/2013 at 4:49 PM Member
    Okay, you have the answer - do you have the *question* that your answer answers? (We are getting into the Zen of marketing here). This is way harder. Because that question is crucial. It is your search term.

    Everything - everything, proof, answers, products, solutions, convenience - is trumped by finding that question. It's called the "buyer keyword".

    So, you have the answer (are you prepared to divulge it to this quiet corner of the internet? I promise not to tell, anyway, it's not my biz). Can you form a question around that? Or questions?

    What are people feeling when they ask that question? What are they thinking? Wanting? All these things will frame your marketing campaign. You can also visit https://askhowie.com for ideas too. He's the master at getting into customer's heads.
  • Posted by Jay Hamilton-Roth on 2/4/2013 at 7:32 PM Accepted
    Why would a college student pay for the remedy instead of eating a better diet or exercising to achieve the same goals? This is two questions in one: what problem does it solve and how much is it worth to solve the problem.
  • Posted by Gary Bloomer on 2/5/2013 at 6:43 AM Accepted
    If I'm a student my questions are: why should I buy your product? What will it do for me? Is it legal? Is it addictive? Is it priced right? How do I use it? How do I get it? And if I like it, how can I get more?
  • Posted by telemoxie on 2/5/2013 at 9:10 AM Accepted
    I'm more a business-to-business marketer, so please take my advice with a grain of salt... but my concern would be that your product would be too expensive to market on its own. I think you need to take a step back and ask yourself what type of benefits your product provides, and then find a channel of distribution which is currently addressing that broader need. For example, I don't think anyone would take the time to read a website about your product, but it would certainly be possible to create a website or blog or discussion group talking about the health benefits and the educational benefits of student health, including other topics such as diet and exercise, but positioning yourselves as a nutritional expert. And once you have a channel of distribution, use it to push as much product as you can. For example, you could position your firms as the experts in nutrition, and become a distributor for other trusted products you have tested and approved.
  • Posted by iknowj0n on 2/5/2013 at 10:46 AM Author
    The website does allow customers to purchase. Our product is beneficial to students but not limited to students. It's for all those who prefer convenience. Especially in our world today where everyone is on the go, not many people have time to sit in a kitchen and gather/ prepare 8 different foods to receive the same benefit. For those questioning why students would not rather exercise regularly and eat healthy to receive benefit also must not know college kids. It's about feasibility, time, and will power. College kids are not rich to purchase 'whole foods' and are quite busy. I'm not here to sales pitch, the customer's needs have been taken into account. I'm searching for efficient ways to introduce such product.

    Telemoxie is getting closer to what I am looking for.
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