If you own a business that sells a product you need to be sure that you’re presenting it in a clear and effective way.
The techniques you use to connect your products to your market have a huge impact on success. Take Apple for instance. Their simplistic style of marketing really struck a chord in the world of commerce. Since they broke the mold, many others have latched on to the principles that Apple introduced. Their marketing strategy is simple and its core values are outlined in their 1997 marketing philosophy.
1. Empathy – We will truly understand their needs better than any other company.
2. Focus – In order to do a good job of the things we decide to do, we must eliminate all of the unimportant opportunities.
3. Impute – People DO judge a book by it’s cover. We may have the best product, the highest quality, the most useful software, etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.
Simple. Elegant. Effective.
Current trends show that people prefer to look at clean, simplistic photos when shopping. An integral aspect of any product photo is that it conveys the key product benefits and capabilities to the customer. Potential customers shouldn’t have to comb through specifications when focused product imaging can tell the story they need to hear. For example, product imaging for a new television should clearly show all connection abilities and functions. People need to know what their new product will be able to offer them – capabilities, functions, size, etc.
The more you can do to get potential customers acquainted with the product, the more comfortable they’ll be to make the purchase. They should be able to feel the essence of the product without ever holding it their hands. This means utilizing multiple angles, zoomed in texture shots, dramatic lighting, and other supplemental images to give the full picture. Certain products, such as clothing or wearable accessories, could be shown on a model or in a person’s hand to give a clear picture of how it will look when worn. Perhaps a short video would be best to showcase all the features and functionality. There are an endless amount of ways it could be done.
The truth is, you need to define this approach yourself by knowing everything about your audience – needs, desires, cravings, etc. – and showing them how your product can solve their problems. Deep, detailed research is of utmost importance to ensure that you have all your bases covered. A marketing campaign for a new watch will differ greatly from that of a new car. The people buying these products have very different problems to solve and will need to be reached by striking different chords in your marketing strategy.
Product marketing is a science that you can learn to gain success in your business.
- Nick Ingrisani