Make a winning marketing strategy

 

It is possible that even the best and cleverest marketers fail in getting their sustainable innovation or product of the hand in the market. The problem is that good intentions simply aren’t enough to sell a product or an idea, especially a sustainable one. We should go back to basic and retake all the most important steps of marketing, but now focus them on the sustainable market.  

Refocus on the target audience is one of the most important points for marketing.

You think you already know you target group, it are the ‘green’ or conscious consumers. You have been studying them for years, and you know what they are really looking for. This is a big mistake, if you only focus on this group of people you will never get a group lager enough to sell you product to.

You should also think about your existing target group, the people who really love you brand. They are willing to try out every new innovation you make and will pass it on if they like it. You should at first convince them and the rest will follow. Nike is a brand who really did this and made big success with it.

If you have you target group, next step will be to give them what they really are looking for. The promotion should be fancy and fashionable to make it attractive. The innovation or idea should be shown as really advanced and new. People will get the impulse to buy or try it so they can talk about it to. You have to make a hype about your innovation and make people look up to it. This is the moment when you come up with the sustainable part of your innovation, the people who should be convinced are already nom, but the new part will get you even more customers. Now another audience is interested to, but it is clear that the product isn’t only made for them in the first place!

 

Joke verhaeghe

2MA01