Selling and Marketing Brand X

When you are selling and marketing a brand x product, there are many challenges that you face. These challenges range from questions on product reliability to a lack of brand recognition.

One of the first things that I would handle is product reliability. This comes from the product development and engineering side of your business. The product has to be developed and tested to insure that it works properly. Nothing will destroy your credibility like under delivering on promises that you make about your product.

In terms of addressing questions on product reliability, I would offer a free trial of your product to both the end users and industry experts. If your product delivers on its promises you should be able to earn testimonials and endorsements. This will not only address product reliability but will also go a long way toward creating brand recognition for your product. Remember one of the most important things that a brand can cultivate in its customers is trust and advocacy. It is your job as a brand to turn your customer base into advocates.

In terms of building brand recognition, I would create a story for your product. This story should demonstrate how the product helped to solve a problem. As I said earlier, using testimonials from industry experts and end users alike will help build trust and get people to take that first step to try your product. One of the most valuable marketing tools is word of mouth. Social Media channels such as blogs, Facebook, LinkedIn, Twitter, Google, YouTube, Pinterest and others help to spread your products story to the masses. I would also have a company website that integrates all of these channels. Exhibiting at industry trade shows and conferences is also a great way to get the word out about your product.

I was an outside sales rep in the dental industry with an equipment distribution company. Many of the product lines that I carried were not name brand. In the beginning many people I called on were reluctant to try products that they did not know. They would waver and say things like “I don’t know, I have never heard of this product”. After assuring the customer that it was reliable and comparable to their name brand product; I took on the role of brand ambassador by convincing customers to try just one or two items. After these customers tried the product, they switched from a name brand product to my off brand product! I turned skeptics into believers. I was able to use these customers to tell the story about the off brand product through testimonials and referrals.

I had an impact at the distributor level. For a really big impact, all of this needs to be done by the manufacturer. Product development, engineering, Sales and Marketing teams needs to work together to make sure that the product launch and market adoption take place. If you work with distributors you need to provide them with support to help them succeed.

This is how to sell and market a brand x product.

Why you Should attend Pivot Conference 2012

This year I have the honor of serving as a Brand Ambassador for the Pivot Conference. Last year, at the conference we explored Social Media as it related to the Social Consumer, Marketing, engagement and Advertising. This year the conference focuses on Social Media 2.0. This year Social Consumerism is explored through the lens of commerce, customer service, product development and employee engagement. Pivot 2012 will focus on the rise of the Social Business.

If you are looking to the future of Social Media, the social consumer and the infrastructure of the Social Business, this conference is for you.

If you are a Social Media leader that gets it, this conference is for you!

The Conference is taking place on October 15-16TH in NYC which is just one week away!

Check out the Agenda.

Don’t miss out!

Attendee’s of Pivot 2012 will:

  • Meet the architects who are developing Social Businesses and the agencies and industry experts who are helping them define new models for consumer engagement.
  • Hear about unforeseen hurdles, how they broke through, how they secured buy-in, and how they started to bring together lines of business and functions that did not previously talk to one another.
  • Engage with the most creative minds helping Social Businesses connect with connected customers to influence behavior and outcomes.
  • Get inside the mind of the connected customer to learn how to influence decisions and become a trusted resource.
  • Convert activities and conversations into actionable insights that guide the creation of relevant product and services and inspire creative campaigns.
  • Measure the opportunities inherent in emerging and disruptive technologies to improve internal collaboration and customer engagement.
  • Define the customer journey pre-, during, and post-commerce to reinforce value, cultivate loyalty and foster advocacy.
  • Learn how Social Businesses are not only improving stakeholder engagement, but how marketing, sales, service, product development are adapting, improving efficiencies, and achieving business objectives through new methodologies.
  • Learn from the most effective strategies to successfully start the transformation.

If you sign up I can offer you a 20 percent discount. All you have to do is to enter the code VIP20.

I hope to see you there!