If You Want To Find Marketing-Market Fit…
As a marketer you might be an expert on your product, you might understand your audience and their needs better than anyone – but there is one more rarely discussed thing to know…
That’s the nature of a product.
Every product has a unique nature – a special series of characteristics that form a relation between your product and it’s audience. Recognising this nature will help you find the best way your product should be marketed to acquire a customer.
Each product may have one or multiple nature, but picking and promoting the #1 is what’s really important.
Making Your Marketing S’Well
In 2010 S’Well had a product nature problem.
As a bastion of the reusable bottle movement it was first assumed that the best way to market the product was using a good hearted strategy of giving a portion of profits to water charity.
After months ticked by and sales didn’t, it was time to reassess the strategy.
Digging deeper into what the market was looking for it soon became clear it wasn’t the original charitable angle that consumers cared about, it was the amazing design.
The marketing was quickly repositioned to focus on how cool you look with a S’well bottle and soon after sales started to snowball.
Once the new marketing nature took shape buyers at Starbucks wanted it in their stores, Oprah wanted it in her magazine and everyone wanted one in their hand.
This new focus on product design as the marketing nature drove S’Well into the 100 fastest growing companies in North America.
A Wheelie Good Example
It took longer than you’d think to stick wheels on a suitcase, but in 1970 it finally occurred that it might be a good idea.
Bernard D. Sadow had a huge passion for his invention. The problem the market seemed to be indifferent.
It took 17 years and a different company to discover the product nature that would take wheelie suitcases mainstream. By marketing it by giving out wheelie suitcases free to pilots and hostesses Robert Plath instinctively understood that the best way to market this product was to have it be demonstrated by the coolest people in an airport.
Once consumers caught sight of pilots gliding through the terminals in the airport the rest was history.
Understanding the nature of a product is important. That’s because the art of how and when consumers choose and buy products is part of a complex system. Most products are unique in nature and require different ways of approach to how they are marketed.
The different channels, creative hooks and positioning can often resemble a Lévy Flight Foraging model, which is how many animals go about finding food.
Big jumps accompanied by careful honing…