How to promote a new product to the market. Promotion of a new product How to promote a new product on the market

Competent result of the new goods on market Is one of the key aspects of marketing. The successful launch of the new product will provide the product with high profitability and a strong position. Preparation for this stage is no less important than the direct work on the sale of goods.

You will need

- marketing research;
- designer services;
- promotional materials;
- money;
- staff.

Instructions

1. Conduct a market survey. Your goal is to determine the competitive environment, positioning of your own product, specifics of needs and the existing price environment. The results of the review will be one of the key factors for you when bringing the product to the market.

2. Highlight one or more USP (unique selling proposition) that accompany your product. It can be strange properties, more low price, after-sales service, more high quality, free shipping and service. In this case, your potential buyer must realize why he needs to purchase your product, and not a similar one.

3. On the basis of the ready-made USP, form the tactics of movement. Choose a slogan, features of an advertising campaign, especially effective media and ways of movement. Make a marketing plan that will help you budget wisely for the total product to market. If the competitive environment is quite strong, and there are a lot of similar products, choose more hostile methods of promotion. Provocative phrases, price dumping, loud sales promotion campaigns: at the start, all sorts of methods can be used that do not contradict law and ethics.

4. Design a memorable logo for your product. On its basis, make a full-fledged corporate genre, one that will make the product recognizable and help the buyer to easily distinguish it from analogues. Produce branded merchandise as well as POS materials for point-of-sale.

5. Create a "deferred" demand for your product, stir up an unnatural excitement about the launch long before the launch. For example, with the end result on the electronic novelty market, it is rational to provoke discussion of this topic on Internet forums, post informational articles in the press, hire spies who will inquire about the new product in stores. This will help you achieve an environment where your product is known more closely before it hits the market.

For effective movement goods on the market you need to conduct a number of marketing research. And you should start by determining the state of the branch to which the proposed product belongs, as well as segmenting the niche.

You will need

goods, traffic plan, computer

Instructions

1. Study the market in which you are going to work. One of the most primitive methods is to acquire a ready-made marketing survey. If your budget is tight, do your research with your team. Two ways are more suitable than each. Monitoring is the comprehension of industry and business media that can contain analytical materials. Expert survey - conversations with the leading players of the branch who are not direct rivals.

2. Analyze similar products as well as products that meet similar demands. For the review, you need lists of qualities, both favorable and not favorable to high sales. Knowing the strengths and weaknesses of direct opponents, it is easier to draw up an effective movement plan goods To the market.

3. Make a complete list of collations of the products you are going to promote. Do not forget about USP (unique selling proposition, that is, qualities inherent only to your product). Tie any of the positive qualities to some basic customer demand. Thus, you will receive a result when asked about the targets of influencing the consciousness of the target group.

4. Develop ways of getting the right message across. Decide which of the means of communication is appropriate for the product being promoted. Advertising, PR, viral marketing, cross-marketing - it is allowed to use these tools all together, but it is allowed to use them separately.

5. Approve a marketing plan in which you are required to detect the reflection of all the actions necessary for traffic. Define the media circle that gets the attention of the target group. Find out the cost of advertising materials placement. Make a budget plan. Develop an informational reason why you will write press releases for free posting on news and other Internet sources.

6. Make a website. Ideally, this should not be your company's business card site, but a source dedicated to products. Content advertising is of great benefit, by means of which it is also allowed to successfully promote goods on the market .

Note!
When dealing with the movement of goods, the main thing is to clearly outline its consumer audience. Otherwise, the target group will be too blurry, making it difficult to move.

Helpful advice
Promote a product after examining its competitive advantages. People want to benefit.

Sales Generator

Reading time: 19 minutes

We will send the material to you on:

Every entrepreneur knows: if his product is correctly assessed and understood by the consumer, then the proceeds from its sale will grow. Marketing is needed to promote products. In our today's article, we will look at how products are distributed on the market and through whom, as well as what methods of product promotion exist.

In this article, you will learn:

Old ways that bring real results
Modern product promotion on the verge of shocking
Different and effective ways to promote your product on the Internet
Social media promotion methods

Classic ways to promote a product to the market

By means of promoting a product on the market, we mean certain activities aimed at making sales more effective. Such events involve a communicative impact on partners, consumers and staff.

You need to promote a product in order to maintain the company's reputation and increase demand for products. Promotion allows:

to form an image of prestige, innovation and low prices;
provide consumers with product information;
change the standards of its perception;
to maintain the popularity of services and products;
increase the popularity of high-value goods and services;
to stimulate the distribution system and its participants;
to disseminate favorable information about the company.

Modern marketing divides ways to promote a product into such four kinds:

Direct sales or personal

The basis of this method of promoting a product is oral communication with a client in order to convince him of the need to purchase a product / service. This method does not require investment.

The level of business organization using the direct sales method is high, in contrast to the provision of personal services or banal retail trade. If you do not develop direct sales, then this will lead to a drop in sales volumes, even if all other marketing conditions are met.

The essence of personal sales is as follows: they require a regular operator taking orders to transform into an active sales manager.

Personal selling as a way to promote products has the following advantages:

individual approach to the client, providing him with a large amount of information;
feedback from consumers, making it possible to adjust the entire advertising campaign;
costs that do not bring financial results are minimal.

It takes a lot of turnover costs to promote a product in this way, and this is its disadvantage. The efficiency of personal sales is highest when the seller has an exclusive product.

Advertising as a way to promote a product

Advertising is needed to inform customers about the company's activities and consumer properties of the product. It should be viewed precisely from this position. No advertising, even prestigious and very expensive, will help sell a product if its relevance and demand among consumers is very low.

There is a dependence of product promotion on the content of the advertising message. It should be a highly unique trade message (“Buy our products and get a specific benefit”).

Usually in marketing, there are three types of advertising perception:

Information is in demand, it is distinguished by comprehensibility, accessibility and ease of memorization.
Information is random, it is problematic to remember it.
Information is unnecessary, irritates consumers and is therefore ignored by them.

When a consumer realizes that he needs an advertised product, he is ready to make a purchase. This is the way to promote a product through advertising.

Sales promotion

This is a collection of various events, the task of which is to promote a product. The target audience for sales promotion is as follows:

1) Buyers. Customers are encouraged to purchase more items using the following methods:

loyalty programs;
games, lotteries, contests;
promotional product demonstrations;
promotions for new names of goods;
free provision of product samples.

2) Contractors. They are encouraged to increase the volume of trade. You can stimulate sales in the following forms:

train sales personnel;
to provide equipment for trade and promotional materials;
authorized leadership, holding contests based on sales results;
you can provide related services (informational, in the field of jurisprudence).

3) Sales staff. Salespeople are encouraged to do their best to attract new customers and improve the quality of their service. You can stimulate:

materially (bonuses, bonuses), morally (thanks, certificates);
arranging competitions in terms of sales volume between employees;
paying employees who work flawlessly for vacations (a ticket to a sanatorium / resort);
compensating for the costs of treatment, training and retraining of workers.

Propaganda

It is a way of interacting with society that does not involve personal contact or payment. That is, demand is stimulated by the dissemination of commercial information, as well as image information, both through intermediaries and independently. The goal of propaganda is to attract the attention of potential customers without spending money on an advertising campaign.

Advocacy is carried out through the following tools:

events (online meetings, press conferences, contests, competitions, etc.);
publications (newsletters, ready-made reports, articles in newspapers and magazines, brochures, etc.);
news (positive feedback on products in local media);
identification means (room design, development of a unified style, multicolor stamps, watermarks, etc.);
sponsorship (material and financial assistance in organizing and holding sports events, as well as charitable).

Submit your application

The target audience for these tools:

Contractors.
Consumers.
Municipal and state authorities.
Key journalists.

It has long been not new ways of promoting goods, but bringing real results

A good effect can be obtained if you use in aggregate the methods of promoting a product to the market presented below.

Telemarketing

direct telephone sales to potential customers;
establishing interaction with the existing audience;
leveraging relationships to bring new products to market;
selection of real "leads" from general mailing lists;
post-direct marketing activities;
returning disappointed customers by offering them new products that, perhaps, will interest them to a greater extent;
further work with "leads" to sales, attracted by an advertisement, a direct marketing event or through intermediaries;
conducting marketing research, evaluating customer response to new products or innovations in the field of sales through surveys and surveys;
networking with consumers through a relationship marketing program.

Telemarketing also makes it possible to receive various information from respondents and use the results obtained as a result of their analysis for organizing and implementing marketing activities in the future.

Merchandising

Merchandising is needed to make products readily available and attractive, and to make buying them easier. This promotion method has the following functions:

control over the availability of products on store shelves, tracking the popularity of certain products;
organization of points of sale and supplying them with all the necessary materials;
ensuring the display and location of products, that is, the presentation of specific product names.

The initial task is to create the necessary stock of goods, then you need to place them at points of sale in a certain range and volume. In merchandising, the right choice and location of advertising materials (price tags, stands, brochures, coin boxes, posters, hanging and floor models of products) is very important.

One of the most important merchandising methods is product display (exposition).

The exposition is understood as the procedure for placing goods on specialized trade equipment. Product sales are boosted by displaying them in places that attract the attention of potential consumers. In addition, the presentability of the product packaging is very important.

Event marketing

Another name is creative marketing. But in reality, it is eventful, since it involves the promotion of products / services using events (events).

A striking example of Event marketing is the main music and technology festival Alfa Future People, held by Alfa Bank. Below is a link to a video from this event held in 2016. It is striking in its scope.

But what if your organization is not that big? Everything is easy enough! If possible, participate in various events, use event marketing to the maximum. For example, on a city day, you can distribute balloons with the company logo to people. It really works!

On the eve of City Day, the owner of one coffee shop prepared balloons with the restaurant's logo and handed them out to the kids, who ran around the city with them all day. It is worth noting that at the end of the holiday, many families with balloons came to this particular establishment. They were given loyalty cards to keep in touch in the future.

Territorial marketing

This is a relatively new concept (appeared in 2002), meaning marketing in the interests of the territory. In simpler terms, area marketing aims to “sell” an area to potential clients in order to improve the lives of the people living on it.

The most famous examples of location marketing are advertising spending in order to increase the flow of tourists. For example, the cost of attracting tourists / advertising resorts in Greece is approximately 100 million euros per year.

A well-known domestic project of territorial marketing is the Olympiad in Sochi. According to official statistics, investments in the construction and promotion of the Olympic Village amounted to approximately $ 52 million, the amount of proceeds from the Games amounted to approximately $ 80 million.

Modern ways of promoting goods on the verge of shocking

The following methods of promoting goods and services are now popular.

Guerrilla marketing

This method of promotion belongs to the low-budget. With the help of guerrilla marketing, you can organize effective promotion of a product / service, attract new customers and increase your income by making minimal investments or not investing at all.

This method is an alternative to television and radio advertising, since it involves the use of inexpensive advertising media, various tricks and tricks.

Here are some types of guerrilla marketing:

Word of mouth

For example, one of the restaurants does not spend at all on advertising. The main expense is free lunches for hairdressers. Moreover, their quality, as well as the level of service, are quite high.

Everyone knows that usually people trust their hairdressers, makeup artists, stylists (after all, you cannot entrust your transformation to a stranger, especially women). They constantly communicate with clients, share news. It is not hard to guess that a free visit to the restaurant was also told.

Scandalous action

Guerrilla marketing can be effective even if it consists of a high-profile action that will be talked about by all the media. A good example is the advertising campaign of the cellular operator Tele2.

At the exhibition of cellular communications in St. Petersburg, promoters under his brand carried a coffin with the inscription "Dear communication". Naturally, people were shocked and the promotion was subsequently broadcast by many media outlets.

Collaboration

In general, our opinion is that guerrilla, viral marketing that requires minimal investment is a partnership or, in a modern way, a collaboration.

For example, in a dentist's office, a company that manufactures toothpastes and mouth rinses posted an inscription on the ceiling: “You don't want to see this boring ceiling again, do you? Our toothpaste will help you! " Everyone knows: sitting in a chair during dental treatment, people have to look at the ceiling.

Stars in advertising

The practice of inviting celebrities to advertise goods is widespread all over the world, including in our country. But no famous person can give you guarantees of sales growth and successful PR. You can find examples of both successful attracting stars to brand advertising, and not so.

Neither world, nor Russian practice has “win-win” options for celebrities. First, the stars are not very versatile. Everyone has a certain image, character, experience, which may not be associated with some brands and products.

Secondly, the work of the image of the star is rarely good in isolation from the creative idea. If the idea is weak, then even the most successful celebrity will not help to promote the brand. Third, attracting celebrities to marketing campaigns is like playing the lottery, in which you can not only hit a big jackpot, but also lose big.

The clip was shot in the style of the movie "Tron". The filming process was directed by the son of the famous director Ridley Scott - Jake. The creator of "Gladiator" and "Alien" himself was the producer of the video, which he called "a dynamic short film."

Any celebrity is, first of all, a living person, so his behavior is unpredictable. An example of this is the situation with the Nike brand, which attracted Paralympic champion Oscar Pistorius to advertise its products.

Hidden advertising in the cinema

There are many different hidden advertising mechanisms nowadays. It's safe to say that films are used to promote almost all types of goods. Nevertheless, the specificity of the countries also has an impact on the content of product placement.

For example, in domestic films, up to 60% of hidden advertising is accounted for by food, followed by cosmetic products (about 10%). The rest of the market is accounted for by cars, banking services, electronics, resorts, hotels, communications.

There is a rapid growth in the segment of the alcohol and tobacco market in product placement, since direct advertising of beer, spirits and tobacco is prohibited by Russian law.

For example:

Such different and effective ways to promote products on the Internet

SEO

Almost all users visit the first three web resources of search results. Only 20-50% scrolls the first page to the end. If you want to attract users, then your site should be in the top ten. SEO optimization will help with this.

It involves correcting resource errors, editing its content taking into account key queries on your topic, often - changing the structure of the site and other important work, invisible to people, but taken into account by search engine bots.

Don't underestimate the importance of SEO by thinking that the content is for humans and the bots will figure it out. SEO is now the main tool that you need to apply first, and then turn to other methods of promotion.

Pros:

relatively low costs;
high conversion rate;
easy definition of the target audience;
almost complete absence of a negative effect;
increased traffic.

Minuses:

results can be obtained only after 3-6 months;
complex changes are required in the site root;
you need to constantly edit the content;
it is necessary to take into account the high requirements of search engines.

contextual advertising

For example, citizen H decided to purchase a double boiler. He goes to the Yandex search engine, enters into the line "buy a double boiler." And a miracle happens: in the first place in the search results there is an advertisement for your best steamers.

Display advertising

These are exactly the banners that you want to turn on AdBlock when they appear. However, if they are bright, original and appear in a timely manner, then you want to click on them. This type of display advertising was initially rejected on the market, but new technologies have made it modern and quite effective.

Native advertising

This internet marketing tool is progressive and made in the form of interesting "live" content. Not everyone can even understand that they have native advertising in front of them, since it harmoniously fits into the content of the site / application.

These are special projects in popular publications, and tests (for example, Buzzfeed with the test "How would you die in Game of Thrones?"), And useful information from your experts on external platforms, and brand demonstration in films.

Email marketing

This type of marketing is often ignored by companies because they don't want to send spam to their customers. However, e-mail newsletters are a great way to keep in touch with consumers, persuade them to purchase goods, increase loyalty, send information about upsells and special offers. But this is the case when working with mailing lists of high-level specialists.

Viral marketing

Since the inception of this way of promoting goods, there have been many positive examples of its use (for example, a Mercedes-Benz video with chickens or Jean-Claude Van Damme's epic twine in a Volvo Trucks commercial). However, such marketing does not always bring results, especially if the focus is on viral content.

Partnership programs

They imply business cooperation between the seller (firm) and the partner, under the terms of which the partner is entitled to a certain percentage or amount of the attracted customers if they perform a certain targeted action (at the discretion of the seller).

The principle is simple, but the work models are as follows: PPC (pay per click), CPA (cost per action), CPS (cost per sale). That is, the leads in affiliate programs can be as follows: clicks, registrations, applications, orders, sales.

Ways to promote your product on social media

Ways to promote a product on Instagram

Instagram Is a convenient service that allows users to share photos and videos. Not so long ago, the attitude towards it was skeptical, but now it is considered as an excellent platform for posting ads. Users love bright pictures and short captions.

Service users can earn money, especially if their pages are popular. Young people are interested in browsing the accounts of their idols, so the cost of advertising posts for celebrities is very high.

Ways to promote your product on Facebook

In the first case, the advertiser will need to set a daily budget and the cost of 1000 impressions. In the second, only targeted user actions are paid after the fact. Their price varies from 8 to 20 rubles, depending on the selected settings. You can pay for advertising with a bank card or using the PayPal system.

Ways to promote goods on Vkontakte

Until recently, Vkontakte was considered a network for schoolchildren. However, the developers, taking an example from other successful social networks in the field of advertising, decided to keep up.

We have developed our own targeting tool for Vkontakte. The source of information about users on Facebook and others is the data on the IP-address of the computer, and VK takes it from the information specified in the person's profile. What is the convenience?

A person who lives in the capital and has come to Barnaul for work for two days is unlikely to be interested in the novelties that have entered the Barnaul showrooms. Vkontakte shows users advertisements related to the settlements in which they live permanently.

Like other social media, VK allows you to post ads in various formats. Large images or community ads are quite popular. You can post ads yourself or through the administration of the groups.

To place an advertisement in a community, you need to pay at least 200 rubles, the amount depends on the activity of users and the number of subscribers. For 200 rubles, you can post an ad in a group with 50 thousand followers.

If the community has a million audience, then the placement price will be much higher. The cost of self-publishing is 6-10 rubles per 1000 impressions. It depends on the audience reach and the selected settings.

Unconventional ways to promote your product on the Internet

Virtual Reality Website

When developing advertising for the RAV4 car in South Africa, Toyota took into account the specifics of the target audience as much as possible. These are people with an active lifestyle, they are not afraid of off-road conditions, they love sports, they do not spend a lot of time at the computer. An unusual action with elements of virtual reality was organized for them.

Created a route for cyclists with a length of 1.8 km, which imitated the study of the site. The analogue of the cursor was the cyclist itself. The participants of the action stopped at various points of the route - the sections "Models", "Security", "Salon", "Design" and "Order a test drive".

Access to additional information was opened after hitting the "button" with the palm of the hand. Some of the elements were made of wood, and posters with information were also used. If a participant, finishing, hit the "Refresh" sign with his hand, then an invigorating shower was poured on him from the arch.

News of the unusual site spread quickly, with a 400% increase in traffic and a 433% increase in test drive requests.

Discount amount, which depends on weather conditions

In the cold season, the demand for Venus women's looms in Sweden dropped significantly. Then the company Gillette invited users to post on Instagram the riots of the elements captured in the photo, putting the hashtag of the action under them.

There was an automatic comparison of the weather conditions in the place from which the image was posted, with the weather observed there over the years. The lower the temperature was and the darker the sky, the more discount the user was offered to purchase the Venus machine.

The online store was the partner of the campaign. The winning author was awarded a trip to Miami.

Advertising in exchange for 10 metro rides

The largest Brazilian publishing house of pocket-size books LP&M organized an action in the metro. It consisted in placing stands at the entrance to the station with free books - masterpieces of world literature. A ticket for 10 trips was embedded in the cover of the books. Book lovers were given free travel, which improved their brand perception.

Those who were not attracted to reading could fall in love with books during the time they carried a travel book with them, and become clients of LP&M. In addition, the “travel pass” was assigned a unique number, by which the ticket was “recharged” on the campaign website: the person entered the code and received 10 more trips (for example, to give the book to a friend).

The publishing house also implemented another idea of promoting its products: it found the small format convenient and placed ads on its pockets! More precisely, on the lining of jeans pockets, by signing an agreement with a local manufacturer.

Excerpts from prose or poetry, as well as the logo of the publishing house were used as the advertising text. The campaign message was: "Great books can fit in your pocket." The project made it possible to increase the attendance of the publisher's online store by 24%, and sales - by 13%.

You have found a product and created your own online store, applied standard promotion methods. Now what? Here are 10 Creative Ways to Promote a New or Existing Product to Try - Suggests by Cassandra Campbell on Shopify's Marketplace Blog

Articles "what to give ..." with a mention of your product

What do you do when looking for a good gift idea? If you're like most people, you google “coworker gift ideas” or “fancy birthday gifts”. Then you browse through the tons of “what to give” articles that appear in the search results.

Why not include your own merchandise in these gift guides? Find massive requests for gift ideas, study articles about it that are ranking on the first pages of the search results for such requests - and try creating a similar article on your store's website (or pay for its placement elsewhere - with hyperlinks to your store, of course).

Optimize, promote, bring to the top this article on requests for certain gifts: this can lead a lot of traffic to your store .

Also offer to include your merchandise, for free or for free, on those gift idea lists that influencers and bloggers make sure to create. In your letter to the editors of the media, be sure to indicate what makes your product a great or unique addition to their current list.

Partnerships with celebrity bloggers

If you don’t have the money to do some serious advertising, consider local bloggers and video bloggers "thousand".

Partnering with them is usually much cheaper than advertising in media and offline - and lead generation to your store is often no less.

Go Live With Periscope!

The mobile application for live streaming (streaming, video streaming) Periscope has shown enormous marketing potential. Many companies are already promoting themselves through streaming.

In particular, it is convenient to use Periscope in order not only to offer video demonstrations of your product in different environments of use - but also to answer questions from viewers online. Or even right in the frame to fulfill the requests of "customers behind the scenes" - and do whatever they want with your product, showing them it live.

Of course, the best showcase for announcing and then displaying your streams is your pages on social networks (by the way, Periscope belongs to the Twitter corporation).

Activity on Pinterest

Social photo hosting Pinterest is a must-see for a modern online seller. Among Millennials in Canada, 93% (almost all!) Said they use this visual service to plan holiday gifts. Conversely, many people use Pinterest to create wishlists - gift ideas for themselves.

This makes this service a great place to promote products. For businesses, there is a special Pinterest function that allows, in addition to photos, to publish various content about the product - Rich pins.

Or you can take your visual social media marketing to the next level by connecting Buyable Pins. Basically, this tool creates your new online store on the Pinterest platform: with prices and a buy button.

Naturally, in such a visual network, your products need to create a photo of special appeal, with a special charm!

Connecting Facebook Shop Section

Facebook Shop is also a tool that actually creates a new online store for you on the social network platform. It is more promising to promote a new product in this format than just in the form of posts on Facebook - the client does not need to go anywhere to see the price and make a purchase.

Instagram activity

Do not forget to offer visitors go to your “stores” on Facebook, Pinterest and Instagram .

Indeed, many people find it more convenient to leaf through the usual formats of these platforms (especially from smartphones) - than a new online store for them with an unfamiliar, sometimes very complex structure.

YouTube activity

YouTube has become one of the world's largest search engines for new content. Moreover, YouTube videos are getting more and more accepted by traditional search engines. This creates tremendous opportunities for product promotion.

Activity on Uncrate

Uncrate.com is one of many English-language new product review sites with a loyal following. The people who frequent Uncrate don't just love looking at cool products - they love buying them. Your product listing on Uncrate can lead to both significant sales and other media attention.

Getting feedback from Uncrate isn't easy - they don't sell the feature (which is why readers love them). There's no formal scheme for partnering with them, but one thing's for sure: your product needs to be cool.

Some companies are found by Uncrate employees themselves - but others have been successful after telling portal employees about their product or sending them a sample.

Activity on ProductHunt

ProductHunt.com is another popular English-speaking community for people who like to find new products. While mobile apps and software are more popular here than other industries, you'll see physical products appear on the front page regularly as well.

Stores most likely to generate tons of leads through Product Hunt typically sell one (or a small set) of very new or aesthetically unique items. But goods from the category of the usual are not very quoted here.

Reddit Advertising

Pop-up shop (offline stall or trailer-kiosk, constantly changing location)

If your entire business is online, you do not need to open a full-fledged offline store for those who want to inspect the product in person. You can run a Pop-up shop instead.

Most likely, there are unused spaces in your city, about which you can agree that you occupy one or another point for a week or only for the weekend - and open a temporary store, a mini-fair.

And finally, be sure to participate in specialized mass fairs in your city. This will not only introduce visitors to the product and sell it - but it often contributes to the free appearance of your product and your brand in local media publications.

You have found a product and created your online store. Now what?

Once you've launched your website, it's time to start getting traffic for your store and making sales. Even if you're trying to make your first sale, or you've been open for business for a while, it's always helpful to find more ways to promote your products.

If you're looking for ways to promote a product, read this list to find tactics you can use in your business.

1. Gift Guides

What do you do when trying to find a good gift idea? If you're like most people, you go to Google for “colleague's holiday gift ideas” or “unique birthday gifts”. Then you go through the tons of articles and tutorials that appear in the search results.

Why not create your own guide that includes the products featured in your store? If you don't know where to start, then just look at similar articles related to different industries. Look for guides on the blogs that rank on the first pages of the search engine and contact the author to see if they can list your product. Trust me, this method will help drive huge traffic to your store.

Remember that you need to provide a reason why you should be included in the list. Mentioning your product on the list should add value and value to the author or editor of the post, so be sure to include what makes your product a great or unique addition to their current list.

2. Email Marketing

Email is one of the most effective channels for acquiring new customers. And while channels like search engines can take a while to start generating organic traffic, email marketing can get started right away. This is why you should use email to promote your store.

You don't have to spend all your time creating text and sending emails. Make it easy by creating a collection of automated email campaigns that are designed to boost your income. There are many options, such as: Sending emails to new subscribers and giving them an incentive to make purchases. Sending upselling emails to new customers who have made a purchase. Sending emails to visitors who have forgotten their shopping cart, reminding them to complete their purchase.

3. Affiliate programs

If you're trying to make sales and don't have the money to hire a sales or marketing professional, consider adding an affiliate program to your store. Affiliate marketing programs allow other people to promote your product for a commission. You only have to pay them if they make the sale.

Affiliate programs usually work by creating a custom URL for each person promoting your products. They can share this link on social media, on a blog, or even on a YouTube video where they show it. Through custom links, you can track who is driving sales for you so you can pay with them.

A little training is usually helpful if you are planning to implement an affiliate program. Remember, people are promoting your products for you, so in a sense, they are in the marketing function of your business. If you do not provide best practices, they will compose their own.

4. Facebook Custom Audiences

Billions of people are on Facebook, and as an advertising platform, the network offers highly targeted options for running paid ads. Facebook Custom Audiences, in particular, is a useful way to advertise a product.

With Facebook Custom Audiences, you can advertise to your website visitors or email subscribers. These ads are generally very effective because you know more about who you are targeting and can tailor your ad accordingly.

5. Facebook Shop section

You can take your Facebook marketing one step further by adding a Facebook Shop section to your page. This option makes it easier for people who research your products on Facebook to buy them. You will be able to create your own Shop section on your Facebook page where users can learn about your products, view photos, and click the Buy button to make a purchase.

6. Search engine optimization

Although it takes a while to search, it offers one of the few opportunities for generating predictable, mixed web traffic.

An effective search strategy involves a number of steps, from formulating a keyword strategy to doing more detailed keyword research, optimizing your site's architecture and performance (such as category pages) to build links to your site. As I said, this is a tough battle, but one that you can fight in the background when your store starts to gain traction.

If you already have a basic search strategy and need to take it to the next level, I recommend that you check out the intermediate search engine optimization guides that are plentiful on the Internet.

7. Referral marketing

Referral marketing, also known as word of mouth marketing, is one of the oldest marketing techniques. Referral marketing is about getting other people to talk about your product in a way that will drive awareness and sales.

You can use the internet these days to drive even more referral marketing. Not only does it allow you to reach more people, the Internet makes it easier for other people to share your content and you can track its impact.

8. Outreach

One of the hardest parts of starting a new business is promoting a product when you don't have an audience. If you don't have your own community, you either have to pay to drive traffic to your website, or tap into someone else's audience while you don't have yours.

Outreach is a great way to create prestige around your product and present it to interested buyers. Ask reputable bloggers to show or review your product. If they have an attractive audience that trusts their opinion, this can lead to more traffic and sales.

9. Blog posts

Blogs are a great way to promote your store. When done right, blogs can be an effective way to drive traffic and promote lifestyle around your products. In fact, one HubSpot study found that the more you blog, the more traffic your website gets.

Use your own blog to drive traffic and promote your products. When done effectively, blogging drives search traffic, attracts customers and media attention, as well as high-profile bloggers who might write about you.

10. Instagram

11. YouTube

YouTube has become one of the world's largest search engines for finding new content. What's more, YouTube videos can also rank on traditional search engines like Google. This creates a huge opportunity for promotion.

You don't need to create a viral video to get results on YouTube. You can still promote your products with interesting or helpful videos. Many people may already be looking for your products or brands on YouTube. By creating a branded channel with your own videos, you can manage your stories.

12. Start the competition

Contests are an easy and affordable way to present your brand in front of many people. When offering your product, you need to make sure that your competition appears in front of the right type of people: potential customers.

However, many contests fail. There are several key mistakes to avoid when running a competition to promote your business. Make sure the platform, timing, messaging, and steps people need to take to enter the competition are well thought out.

Ready, set up, promote

Products don't sell themselves. Fortunately, there are many ways to promote a product on your store. Find the one you like from the list above, try applying it to your products.

In this article, you will learn:

What are the main methods of promoting a product to the market

What methods of promoting a product to the market are right for you

How to correctly apply the method of promoting a product to the market

The modern market is oversaturated with goods and services, both domestic and imported. The task of launching a new product on the trading platforms is not easy and very costly, moreover, it takes a lot of time. However, marketers and marketing agencies have reliable technologies and methods to market a product.

The main methods of promoting a product to the market

The main tool that comes to mind when it comes to finding ways to market products is advertising. But it must be borne in mind that it is not an independent activity, but one of the marketing tools and should be used in conjunction with other technologies in order to mutually reinforce each other's action.

Marketing campaigns aimed at bringing a product to market can take various forms, but they will necessarily use basic promotion methods, without which it is impossible to implement an integrated marketing strategy. These include:

advertising;
direct marketing;
telemarketing;
press information;
relationship marketing;
sales support;
printed materials.

An integrated approach to promoting goods and services implies that all elements of the campaign act in concert, enhancing the effect of each other. For example, a returnable coupon promotion (which confirms the postage and encourages the consumer to send in their response) is usually combined with direct mail, and then a telemarketing program is launched.
In principle, each of these methods separately - mailing, print advertising, telemarketing - are also effective, but not to the same extent as their complex application.

More about methods of promoting goods and services on the market

Advertising.

If you have a sufficient budget and a well-designed media plan (channels that provide the most effective advertising campaign are selected), then you can use advertising as the only method of promoting a product to the market.
In this case, it will perform several tasks, namely:

inform the consumer about the new product;
clearly show the advantages that distinguish this product from analogues offered on the market;
stimulate curiosity, whet initial interest and motivate the consumer to learn more about the product.

The success of an advertising-only launch-to-market program will depend on the volume of financial investments and the reasonableness of the use of these funds.

But if you add to advertising other marketing practices and methods of promoting a product to the market, then it will be possible to apply it more narrowly: to achieve specific goals set by the strategic program. This will significantly increase the effectiveness of the campaign and allow more economical and rational use of the budget.

Therefore, advertising, among other methods, is usually included in integrated product promotion programs. Those of its forms, types and channels are selected that are best suited for solving the assigned tasks.
You can apply ads in a variety of ways:

Make it a means of direct contact with the target audience (for example, provide consumers with the opportunity to quickly respond by sending a return coupon with an order, calling, requesting additional information, etc.). This is usually carried out nationwide and is a stage preceding direct or telemarketing campaigns (for this, “leads” must be received - a customer base has been formed).
The same, but on a narrower - regional - scale. The resulting customer insights are then used in local counterparty activities to promote product sales.
Apply as part of a product promotion campaign in selected regions. In this case, potential buyers are not only asked to leave their data, but also financially stimulated.

This makes advertising a much more flexible and effective way to bring products to market.
One of the popular marketing tools is direct marketing. They resort to it in cases where it is necessary to increase the effect of the use of other methods of promotion, but it can also perform other functions and be used in a very diverse way.

For example, direct mail is often an excellent substitute for traditional advertising in the press or other media, since it is targeted and allows you to reach only the desired market segments. In addition, it can be used as a channel for subsequent contacts with the target audience, namely the part that is interested in the product and requested detailed information about it.

Direct marketing, by the way, is an excellent method of building and maintaining long-term customer relationships. As part of an integrated marketing campaign, it also increases its effectiveness.
At the first stage of a campaign to promote a service or product on the market, direct marketing can be combined with consumer advertising to solve the following tasks:

Continue the direct response campaign by collecting key data from interested leads who could become a customer base for future direct marketing campaigns.
Develop differentiated offers for different groups of potential buyers who took part in the first promotion.
Reach other markets or target market segments in an ongoing marketing campaign.
Attract those segments and niches of the market with which it is impossible to establish contact in other ways, and influence them more often or aggressively.
Strengthen the advertising campaign through special marketing activities in the future.

Telemarketing

A method of promoting a product to the market, such as telemarketing, is used in conjunction with traditional advertising or direct marketing. The goal may be to collect data from potential customers and inform them. More specific tasks solved by telemarketing are varied:

conclusion of transactions by phone (in fact, these are the same direct sales);
building good relationships with existing customers;
development and release of new products based on the needs of buyers (for this, relationships must be established with them);
selection of the most promising "leads" from the general client base, for which the mailing is done;
carrying out promotional activities following the direct marketing program;
the return of departed customers (usually by offering them other products that they may be interested in);
processing the database of "cold" contacts received through advertisements, using direct marketing, from intermediaries;
market research, studying the response of the target audience (through polls, reviews) to the product or the measures that the company is taking to sell it;
maintaining contact with potential customers (relationship marketing).

Telemarketing is also a convenient way to get any interesting information from consumers in order to analyze it and use it to plan and implement further marketing programs.

Press information

This set of actions is one of the classic public relations methods used in large PR campaigns. For example, it can be sponsoring entertainment or sports events. It increases the awareness of the target audience about the activities of the company, strengthens its reputation. In parallel to this work, direct marketing campaigns and advertising activities are being carried out, focused on promoting the brand as a whole and getting a direct response from consumers.

Sales support

Through advertising and direct marketing as part of an integrated marketing program, the firm collects leads to potential customers. In the future, this information will be needed by the sales staff.
Many companies are introducing telemarketing, a method of promoting a product to the market, for convenient and modern management of ongoing interactions with potential clientele, and this significantly increases sales efficiency.
It is very important to provide managers with timely information about the product or service being promoted on the market and about the current market situation. This will make their work more productive.
The sales support program includes the following measures:

direct support of salespeople (wholesale and retail);
informing sellers about specific products (creating instructions, manuals);
preparation of standard and individualized presentations for each market segment;
informing about advertising and marketing activities for the promotion of goods that are being carried out at the moment;
providing information about competitors.

Relationship marketing

This method works with a base of "cold" contacts of potential buyers, which was collected through advertisements or direct marketing.
Plus, relationship marketing is a great way to maintain and strengthen relationships between sellers and customers, increasing customer loyalty.
Relationship marketing, as part of a comprehensive marketing campaign to promote a product or service on the market, performs a range of functions:

strengthens control over regular customers;
keeps the base of existing clients;
forms a constant, clearly planned information flow;
strengthens customer loyalty.

Printed materials

As a rule, the publication of information and image materials in print media is not part of an integrated marketing campaign to promote a product on the market. However, it is the most important method of enterprise communication policy that cannot be ignored.

Publications in the media are necessary to solve such problems as:

strengthening the brand image;
informing the target audience about the points of sale of the product, its characteristics and advantages;
maintenance of trade events (as an auxiliary method).