Most business owners believe in their product, its usefulness, and its potential. That’s always a good thing, but it can lead to some erroneous thinking—just because your product is great, sadly, that doesn’t mean people will always flock to it and purchase mass quantities. Strong product awareness is essential in growing your brand.
There are all kinds of barriers that can get in the way of a potential customer’s purchase of your product. We want to show you some of the best techniques for lowering those barriers, and in some cases, turning a barrier into a motivator and ultimately, increasing your product awareness.
There are a number of different reasons that someone might decide not to try your product, whether that means not buying anything or choosing a product from a different brand.
So what can you do to lower that barrier, to lessen the resistance that a customer may feel towards making a purchase and increase your product awareness numbers? Here are a few of our suggestions.
Make Use Of Other Purchases
This can fall under the category of upselling, like adding travel insurance or any other kind of warranty at the moment of purchase, but we’re talking more about complementary sales. For instance, if someone is buying a wool winter hat, isn’t it possible that they might be interested in a new pair of gloves, too? Or at the very least, they could become interested in gloves once you suggest it to them. When it comes to product awareness, it pays to be creative and to think from a consumer’s point of view.
If you understand your customer and what their needs are, you can more effectively target them with products that are complementary with what they’re already buying from you.
Leverage Existing Consumer Behavior
Again, understanding your consumer and their behavior is going to be key to reducing their barriers to trial and driving product awareness. An easy example of leveraging consumer behavior is making sure your mobile app or site is fast and easy to use. Consumers are already on their phones every day checking social media and news, and increasingly, making purchases. Your ability to provide them with a way to purchase from their mobile device is an example of leveraging existing behavior.
This may seem obvious, but doing your research on competitors in your market will help you to find the right price point for your product. But it’s not just about what your overall price is, it’s also how you frame that cost for your customer. A classic example is using installments to make the overall payment feel more tolerable to customers.
Newer “subscription” services like Dollar Shave Club and Birchbox use a similar tactic, where the payment is broken up, but the customer is also getting a package in the mail each month. That keeps them excited and engaged with the process.
Again, instead of paying hundreds of dollars up front, they’re paying smaller, bite-sized installments that they feel like they can afford each month.
Make It Easy For Them
It’s no secret that sampling campaigns drive trials and repurchase rates. If you’re in a line of business that allows for giving out free samples, then you should absolutely be getting more consumers to try your product. Unfortunately, if you’re selling high-priced, durable goods, you can’t exactly give out free samples.
But what you can do, is to gather research and consumer’s perceptions on your brand and the product that you’re trying to sell. You may not always be able to give away your actual product, even in limited amounts due to costs but you’ve got to get creative in order to conduct research and find other ways to bring in customers, like offering complementary, but lower priced, goods that will interest potential buyers of your more expensive item.
Rethink What You’ve Got
You don’t always have to reinvent the wheel, you might just need to put a new hubcap on it. Sometimes you may simply need to change your packaging, update your color scheme, or advertise your product differently. Products can find fresh life when they are marketed as something new, or given a new use and purpose.
Do Some Research
Most people won’t make a purchase without doing at least a little research, and many people like to do in-depth, comprehensive research on different products before they decide to buy. The more expensive the product, the more people want to know about their options. But you can do this, as well.
While your customers are researching your product, you could be researching them—what products they view on your site, what they end up buying, how often they buy it. Your customers generate tons of data about themselves and their purchasing preferences. Collecting that data, analyzing it, and using it to develop strategies for targeting consumers is one of the best ways you can help lower barriers across the board and ultimately drive stronger product awareness.
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