ideasarehere

April 7, 2010

Marketing Question #1

Filed under: business,marketing — Erik Dobberkau @ 18:57

Whenever a company brings something new to the market, their marketing department asks (or is being asked): “How can we manage to make people who use XY today to use our new product tomorrow?” Well, they can’t. People just don’t switch like that. So the question is the wrong one. (Of course, too many marketers believe that the answer is “Buy more TV ads.” Too many of their clients too.  And others believe that it’d be great to have a Facebook page — it’s not.)

Instead, the question should be: “How can we manage to make anyone use our new product and talk about it?” Totally different approach. Accept that people don’t respond the way you thought they do. Treat them like you want to be treated. If your product is good and adds more value than the money it costs, it’ll catch on in the long run. And eventually you will also reach the people you wanted to reach when you still thought the old way.

The question now is: How do you get to switch from your old beliefs to your new one? (Find some help here.)

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