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Spoiltchild Design

How to Market your product to my Mother. BizCamp Belgium Takeaways

At last here are my notes from some fantastic lectures at BizCamp Belgium back in October. First up, “Marketing your technical product to my Mother” by Charles E. Crouch.

Charles lectures in Marketing and eBusiness in Brussels and Boston. He gave a great talk on how to market your product to non-tech savvy people, just like his Mom. This was a master class in putting your customer first. Here are my takeaways from a fantastic lecture. Hope you enjoy it.

Mary

Marketing message:
“We have just launched this fantastic web 2 thingy and it is seriously cool!” Fail :(

Your user does not care if your service/product is the best thing since sliced bread. All he wants to know is how it will solve his problem. Here are a few simple points to remember if you believe you have created, developed or have an idea for the next best thing.

• Everyone has technology
• Few understand it
• The benefits to most people are not clear
Technology is now seen as a commodity therefore it is hard to put a value on it.

How do you communicate to your user that your product is worth something?

Also consider carefully:

• Who is your target market?
• What do they want to know about your service?
• Not what you want to tell them.

Marketing is all about attracting and retaining customers. Traditionally marketing was considered to be the 4 P’s, Product, Place, Price, Promotion. They were pretty much static. Once a price was set, then that was it. We are now at a junction where the four P’s have become much more dynamic. Product now becomes Personalization and Promotion becomes Persuasion. Pricing once static is now much more dynamic. Pricing is harder to fix because of lower production costs, global sourcing, overcapacity and easy price comparisons in real time online.

If we look at Promotion traditional outbound marketing like direct mail has been replaced by social media, blogs and websites. Now the consumer evaluates the product or service and makes decisions based on their interactions with that product online. Today consumers monitor and influence the types of products they acquire. Consider Amazon where you look for a book and the search engine throws up others in the same field or category based on your previous selections.

Place becomes Presence, customers actively searching and comparing goods and prices online. In essence what does all this tell us? Buyers now decide for themselves based on their experiences, preferences and interactions. To come to the crux of the issue;
when a customer is making a decision are you first in line?

Every purchasing decision follows five key steps:
Awareness
Consideration
Preference
Action
Loyalty

It’s the same with your website. Do you make the decision process easy for your customer? 98% of users do not make a purchase after landing on your website. Do everything you can to help your customers at each step in the process.

Here are a few important things to get right:
1. Design your website for your target audience – mostly non-technical
2. Include tailored content and marketing material
3. Make sure your content is high value, educational and gives a business reason to buy your product/service
4. Make sure it solves a business problem for your user
5. Include a call to action
6. Include an action

Most of all identify with your customer, solve the problem, share real stories and case studies, and make sure your information is relevant.

  1. Nice post alan. It is very applicable to us and I’m always looking for ways to imporve our presense and conversion.


    Derek Organ    Dec 7, 01:44 PM    #
  2. Hi Derek,

    Glad you found it a help. It’s good to put the customer at the heart of the process. Sometimes we get carried away with the idea and the technology we leave the most important person out.

    Mary


    Mary Carty    Dec 8, 01:24 PM    #