Sales-Boosting Strategies

Competition is fierce and advertising budgets are tighter than ever. If you are looking to increase your profits and gain market share, there are things you can do to gain a bigger slice of the pie.

Give your product a distinct personality.

Rubber-Band Guy from OfficeMax is an instantly identifiable and highly memorable character who has driven sales and brand recognition. He personifies the brand while selling the message that whatever customers need, they can get it from OfficeMax.

Give them an interesting history lesson.

Some of the more common products we use today have the most interesting development histories. Hippocrates, the father of modern medicine, left historical traces of a powder made from the bark and leaves of the willow tree to help cure headaches, aches and fever. In 1829, scientists discovered that the salicin in willow plants was the key ingredient in aspirin, which was later repackaged and marketed by Bayer.

Sing the praises of your product.

Create a memorable catchy song, poem, or jingle that catches people's minds. Gillette has sold millions of razor blades using “The Best a Man Can Get”, which continues to stick in the minds of consumers, leaving a positive impression on the product's unbeatable performance.

Repackage your product for the customer.

Create convenient new packaging that makes it easier to buy, use or refill your product. Motor oil was once sold in cans that required a perforated can opener or a separate perforated spout. These were messy and difficult to use. The oil is now sold in twist-open plastic bottles that are easy to pour.

Let consumables take the lead.

Lower the price of your product, then promote and sell its consumables. Computer printers can be bought for as little as $ 20, but ink cartridges sell for $ 29 each. So don't worry about making big profits on devices, let your consumables take the lead.

Use viral marketing.

Viral marketing is any word of mouth or "tell a friend" mechanism that prompts users to forward a marketing message to other sites or users. Taken from the power of the web and email, viral techniques can create exponential growth in your product's visibility.

Personalize your product.

Try to give customers exactly what they want by creating seemingly personalized versions of your product. Think about the success of Burger King's Cycle 1, 2, 3, 4 or “Have it your way” pet food.

Go for high technology.

Use the latest technological advances in media to emphasize your message. For example, explore the use of audio bullet points in magazines, brochures, or mailers. The novelty of these devices is getting people talking, and there's still that “V” word (viral marketing).

Promote product sharing.

This can be done by showing how your product brings friends and family together. An emotional call like this can be very memorable. A good example is Almond Joy, "you can share half and still have a whole". Another is the ubiquitous friend and family discount, which is packed with everything from cell phones to vacation packages.

Show your product used by experts.

If possible, define your product as one used by recognized experts in the field. A case in point is Canon's use of photojournalists to endorse its 35mm cameras.

Make your product a sui generis product.

Establish that your product is generically in a class of its own. Consider Porsche's use of the "there is no substitute." Or products that have become common words: “blow your nose with a Kleenex” or “make me a Xerox copy”.

Get out of the demographic box.

Attract a new category of customers by thinking outside the box. Consider reaching younger or older buyers by expanding the utility and style of your product, such as cell phones for tweens or health bars for the elderly.