The idea that a really good product that brings value to the consumer is  always going to sell itself is false.  This may seem counter intuitive because even in our bad economy there is still demand for quality goods that provide value.  To understand why a competitive product offering can flop while another thrives despite the massive demand for goods and services generated by the free market, we have to peer into the highly manipulative world of marketing.

Step 1: Get the Consumer’s Attention

Nobody is going to buy your product instead of a competitors if they don’t know about it, so the first thing you have to do is bring your message to your target market.  There are a few different ways to do this.  The first method is the easy albeit expensive option of purchasing advertising space.  The second thing you can do is attempt to go viral.  Create a reason for consumers to pass on knowledge of your product.  The final option is to get creative with public relations.  My favorite example of this was actor David Duchovny’s announcement that he had checked himself into a clinic to treat his sex addiction shortly before the season premier of his show (about a sex addicted character) Californication.  By marketing himself, Duchovny generated massive media buzz that served to raise interest in and create a sense of realism about his show.

Step 2: Convince the Consumer that your Product Offers the Best Value

Once you raise awareness through one of the three methods, its time to actually market your product.  One extremely important part of product marketing is setting price.  Check out this article about price and perception to see what I am talking about.  The next thing a marketer must do is build the perception of value.  To do this you can create awareness of product features that go beyond the base level of functionality, or associate a lifestyle image with a product through imagery and use of celebrities.  Each method is powerful on its own but when combined, you can create a powerful brand image that multiplies demand for a product.  Let’s watch some advertisements to see the experts in action.

The businesses that think about ways they can build their brand and set their products apart are going to be the ones that come out of the recession alive and well.  The question is, will your business be one of them?