The 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

LinkedIn @drewvernon

Learn More About Tonies

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