With a small budget, we first define the exact target of the advertisement. Who are we targeting? Whose heart do we need to win to drive sales of our product? This is the first thing we start with.
Startups often make the same mistake: they focus all their attention on the customer and try to establish direct communication with them. This is a very time-consuming path, and a small business may not have the resources to do this. It is much easier to find an intermediary, a seller, a wholesaler, or a marketing group - in short, someone who will bring your product to the consumer.
The second question concerns the communication channel. How do I connect with my target? What should the presentation be like? Can I create an environment To present the benefits of my product? Electronic communication channels are easily accessible, so everyone uses them. Try to make your presentation stand out. Not only should the product be interesting, but also the way it is presented. The right presentation makes Make the offer attractive and convincing.
How is going Yours Offer To the user ? *
In the case of the startup On, which creates innovative running shoes, it was known from the beginning that the product would be sold in this market through sports stores. In other words, winning over not the end user, but the sports retailers is crucial for the shoes to reach the shelves at all. It soon became clear that Phone calls, or even qualified recommendations (one of the company's founders is a former athlete), would have yielded nothing. Retail chains had to convince themselves that the product was special, and this was not easy to achieve. Startups were forced to study the needs of this intermediate link well. In the end, the product presentation was decided in the format of a joint run. The founder of On agreed to run with a salesperson from the best sports store in the city, and at the appointed meeting he came with various sizes of his own sports shoes. Of course, the runner could try them on for free.
Result: The salesman was captivated by the new feeling of running, and the deal was made. Thus, the On company “ran away” its competitors and found its way onto store shelves.
Use Internet resources, social media, online platforms, they create unique opportunities for small businesses. At the same time, remember that the decision to purchase a product is made by the consumer based on emotions. It doesn’t matter whether you are creating a B2B product or a B2C service, targeting an intermediary or an end user, behind any rational decision there is a person whose heart is easier to win with a physical experience than with a virtual one. The example of the company On, which was founded in 2010 and now employs more than two hundred employees, is a clear proof of this.
* Case Provided by BPN Georgia And Saint Galen University Between Current Cooperation Within . Source : Startup Navigator
