When it comes to marketing, there has been a clear shift towards promoting what products are not as opposed to focusing on the positive points of what they are. Consider vegan foods, soya milk, chemical-free cosmetics and solar energy, all of which are marketed as being healthier, more ethical versions of their counterparts rather than embracing and celebrating what they are as standalone products.
Over time, it has become clear that this is not the best marketing strategy. An article in Moving Targets states that marketing enables businesses to create long-lasting and ever-present relationships with their audience, so it is important to think about how they promote themselves.
Retailers and entrepreneurs should be focusing on the quality of their own products rather than bringing others into their marketing campaigns, in-store media and other forms of advertising. Here are some ways in which they can do this successfully:
Accept what people like
Don’t be afraid to make ‘non’ products similar to the real deal. While many people are accepting of the fact that eating meat is not beneficial to the environment, they still enjoy the taste and should not be made to feel that they are wrong for doing so. A successful vegetarian marketing strategy might be to mimic the taste of meat in a product and then market it as such.
Don’t scrimp on performance
When opting for a product that ‘misses’ something out, many consumers subconsciously expect some sort of sacrifice. By manufacturing and marketing new products that deliver on performance and quality, you are changing the way that consumers view ‘free-from’ products and enabling them to have the best of both worlds.
Have a great back story
Building a brand based on a solid and ethical foundation is a great way to create brand identity and attract support. If you are passionate about natural cosmetics and makeup, why is this? What is your company’s back story? Reflect this in your branding and marketing, such as in-store media at Mood Media, and you will soon garner support from consumers who share your mentality and ethos. This will also help to further your cause and create movement towards your aims.
In the modern world, selling is no longer restricted to bricks and mortar retail outlets. Be prepared to sell direct, online, or to deliver to your consumers’ doors.