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| How to Do Unique Product Marketing |
How to Do Unique Product Marketing. This time I will discuss the book Purple Cow by Seth Godin. This book discusses how to do unique product marketing.
If you want your product to explode in the market, you have to dare to be different like a purple cow. Seth argues, if your product is not unique or different, then no one will remember it.
Just like a cow with black and white stripes on a farm, if you are of the same color, no one will remember it, but if you are purple, you are sure to stand out and attract everyone's attention.
In building a product, remember that a product is not just a product or service, but more than that a product is an idea that can be transmitted to others like a virus. If you succeed, it's time to make a new purple cow.
How to Do Unique Product Marketing, You Can Try
I've summed it up into three highlights from the book Purple Cow by Seth Godin:
First, Word of mouth marketing
In the past, marketing meant creating a product and then advertising. People will buy our products if we put advertisements everywhere so that people know what products we sell.
But, now, everything has changed. According to Seth, nowadays people will buy if it comes from word of mouth marketing. This is also related to the number of advertisements that we see today.
Our lives seem to be filled with advertisements and everything is trying to get our attention. But, did they succeed? Of course most don't. We don't remember what ads we watched, unless they were completely different and unique.
Seth divides it into three eras of advertising. In the era before advertising, consumers recommended a product by word of mouth. If your product or service is good, people will recommend it and then more people will buy it.
In the next era, when advertising is booming, in this era advertising is very effective. Companies that dare to advertise a lot, then the number of buyers also increases.
Then, in the last era, the era after advertising, in this era, we are back again to the era of word of mouth, where we need people we trust to recommend what goods or services are good. In today's era, the development of word of mouth marketing is growing rapidly because people can easily spread it through social media.
Second, Dare to take risks is better than nothing
Most companies are afraid to take risks. Moreover, the bigger the company, usually the more afraid to take risks. As a result, the product they produce is boring, that's all, nothing special.
Until one day a new competitor appeared with an interesting product, then the big company was surprised and immediately innovated the product. That's a bad market leader mentality.
When viewed from the other side, small players sometimes do not dare to take risks to innovate. Many small players just follow what the market leaders do. Observe and imitate what the product looks like, its business strategy, and how to market it. With this mindset, small players will never become market leaders.
Leaders always try to try new ideas and are finally able to produce interesting products. They can become market leaders because they dare to experiment and create purple cows.
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| How to Do Unique Product Marketing |
An interesting example of how companies don't take risks are roll film sales companies like Kodak. When times and the camera industry began to change, Kodak did not change and did not dare to take risks. This is what makes Kodak left behind and people no longer use rolls of film and switch to digital.
Another example is Krispy Kreme. There is a unique way every time Krispy Kreme opens a new store. Krispy Kreme always gives out thousands of free donuts. Of course, people who have never heard of Krispy Kreme are curious and always stand in long lines whenever Krispy Kreme opens a new store.
Third, Create an attractive product
A product or service is an idea. The difference is, can the idea be contagious or not? Using the analogy of a virus, Seth said the person who first spread the idea was the person who sneezed.
They are experts at telling their circle about their experience with your product. Seth suggests that we focus on sneezing, not targeting everyone.
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| How to Do Unique Product Marketing |
When an idea spreads from several people who sneeze, there will be a snowball effect that spreads to everyone. Maybe many people think that viral products or services are due to luck. Yes, luck did play a part there, but mostly because they had designed the product to be a purple cow the very first day it was made.
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Starbucks is an interesting example of a purple cow. Before Starbucks, coffee was just your regular drink for breakfast or a drink you enjoy on your own. No experience there, just caffeine.
Starbucks then came up with an interesting idea. Coffee is not just a drink, but drinking coffee at Starbucks is an experience in itself. The added value that Starbucks provides makes the price of its coffee can be much more expensive than regular coffee.
Closing
That's my article about How to Do Unique Product Marketing, Being different is not easy and not everyone is brave. However, in an era where we are beaten by so much information, being normal means nothing.
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