It has been a month and a half since my first day at work, so I guess I can say I have just settled in to the world of Marketing. Common practices in the industry such as SEO, keyword research and content marketing which were all so new are now routine activities.
In this period of time I have learned lots of new, interesting things, but there is something that has kept me thinking over and over again: how important promotion is in business, and in every aspect of our lives, I would say, but let’s stay focused in the business world, as it is our concern now.
So, let’s say you are an entrepreneur or part of the executive board of a company and you have an amazing product that you have created or that you deliver a really good service, what comes next?
You have to get people to know that your product is, in fact, as great as you believe it is, because, let’s face it, you are nobody if nobody knows you. This may sound a little weird or maybe too obvious but it is, in fact, a good reflection.
Your potential customers are out there, so after identifying them, you have to connect with them and get to know absolutely everything about them. And at this point is where, in my opinion, marketing interconnects with psychology: going inside people’s mind and getting to know how they think, what kind of products they are more likely to buy, which ones they think are useless or no longer appealing, which ones they have been buying for years and the reason they still do and so on…
The success of your products will rely on how those potential customers find them and this is the turning point which can lead into a successful business or a failure, products that people won’t buy or even remember.
So psychology and promotion are the keys. You have to promote your product, because it doesn’t matter how good your products are if nobody knows about them. Your mission is to convince your customers that your product is the best one they can buy, that it is worth the money, that it is trendy, desirable, useful or whatever kind of positive quality you want to show off.
Nowadays there are hundreds of methods to promote your products, along with the usual ones: TV and radio commercials, events, activities, sponsorships, contests, everything that increases awareness of your product: write posts on your Facebook, tweet about it and engage people so it becomes a “trending topic”, create a catchy tune, a funky brand, give away free samples, offer free trials. Even starting discussions about it on the social networks. Just open your mind to the millions of possibilities and move a step forward.
Try to create a positive association, so when people think about your product they will automatically think about “happy situations” like the dreamed summer holidays, Christmas, a family dinner, a party with friends. Focus on recreating moments where they feel either excited, comfortable, calmed, in good mood, etc.
So if you manage to promote your product properly it will become what people really want (just remember: you are who you are but your business and its success relies on what others think of it)
And if you are challenging enough and your promotion goes in the right direction, you may be able to change people´s mind into thinking they need what you are selling. And it is there, when you fulfill their needs, when it comes the real success.