Marketing Physical Products with Drew Vernon of Tonies
25m | Apr 27, 2021The key to marketing is having a strategy and thinking through it. It is easy to throw out content, but you must be strategic and conscious about what you are doing and why it is important. In this episode, you will learn how to better market your products with Drew Vernon, a marketing strategist for Tonies, “the biggest adventures to come in a little box.”
Marketing a Physical Product in a Physical Space
- Leverage these five senses: Sound, Smell, Sight, Feel, Taste
- Customers will create an emotional attachment with your product
- Prior to purchasing, customers will ask themselves:
- What is it?
- Why should I care about it?
- How can I learn more about it?
New Product Entry Barriers
- Making a name for yourself
- Starting from scratch
How to Overcome Entry Barriers
- Tell your story and illustrate:
- Why it works
- Why it is adding value to your target market
- Why they would benefit from purchasing your product
Capturing Customers’ Attention in Retail
- Point of sale displays that draws them in
- Demonstrate what it does
- Rely on great packaging
- Front panel must immediately capture the customer’s attention
- Remaining panels tell the rest of your story
Capturing Customers’ Attention in a Digital Space
- Capture their attention above the fold before they scroll
- Provide a hook to intrigue the customer
Psychology Behind Front Panel Packaging
- Showcase the hero of the product - what comes in this box?
- Help your customer visualize the sound coming out of your product
- Highlight brand identity - show who you are
Digital Strategy Behind Selling a Physical Product
- Direct to consumer website
- Demonstrative & Visual Assets
- Internet messaging via search & social media
Importance of Trust in a Physical Product Space
- Build a community
- Foster that community
- Give customers more than just a product you sell
- Give them intangibles: connection, education, opportunity, imagination
- SELL THE VALUE
- What do I bring?
- How do I bring that to potential customers?
Other Marketing Tools
- Apply for awards
- Showcase awards in magazines
- Digital and print ads
- Influencers
- Who are the people with influence within your target market?
- How do you reach them to promote your product?
Target Markets
- Find who your target market is
- Find where your target market is
- Meet them where they are
- It takes the right person, the right message, at the right time
Connect with Drew Vernon
Learn More About Tonies
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