Making Your Products Stand Out

There is nothing more exciting as a business owner than thinking of a new product and planning for it to enter the market. If you’ve developed a product in a new category that you believe will have an impact, you should get it out there and make sure that it stands out along the way. Introducing your products to the market is a big deal and should be treated as such with innovative new product marketing. 

You have already done the research to know that your product being offered is what your customers want, but how do you ensure that customers recognise the distinctive brand assets you’ve put into place? You need to learn how to differentiate your products from your competition, and that requires a blend of communication, in-store messaging and branding coming together for the easiest collaboration of the year! So, let’s take a look at the best tips to help your product to truly stand out from the crowd. 

Image source: Pexels

Put a little humanity into your brand advertising

Your product is supposed to connect with your customers on a human level and that means ensuring that your brand has that human touch. For example, there could be hundreds if not thousands of coffee brands in the world, but you want to offer the one that meets people’s fundamental needs. Customers aren’t buying from a business, but from someone they believe in. The difference that will help your products to hit home is how your brand is going to incorporate your brand’s personality.

Show, not tell

You can put out leaflet after leaflet telling your customers how you meet their needs, but you need to show them! Showing your customers how you meet their needs is how you can truly differentiate your products and brand from the rest in the market. It will help customers know that they can trust you and you can establish a better, much closer emotional connection with them. This new product marketing technique shows them that you’re on their team and you care about what they need. Creating product advocates is how you can stand out and showing your customers you can meet their needs does that.

Play toward your strengths

What is your business good at? There will always be something that you do better than everyone else in your industry and if you play to your strengths, you’re going to show what you can do. Whatever drives people to your business website is going to keep you going and that’s what you should be focusing on. Evaluate the strengths and weaknesses of your products and capitalise on the strengths where you can. This will help you to relate better to your customers base and it will help you to emphasise your strengths through your messaging. 

Build trust

The products that do the best in the market – any market – come from businesses that have a good rapport with their customers. There are so many ways that you can do this, from using the right communication tools to ensuring that your social media, email lists and platforms are all communicating with your customers in the right way. You need to use all of these in your marketing and branding strategy in the right ways so that you can communicate to your customers as early as possible. When you welcome new customers with personalized messaging, you can show them you know them and that creates that trust. It’s this that will show that you know what customers really want!

Build on your existing relationships

It’s all well and good to create the right market for new customers, but you do need to retain the right ones that you already have buying from you. The best way to do that is to implement loyalty programs and ensure that your customers’ packaged goods are reflective of the messaging you want to send out in your new product marketing. We talked earlier about distinctive brand assets and you have to lean into this so that your customers will want to continue to work with you. The CPG – or consumer packaged goods – industry is going to face some unique challenges but loyalty programs can and do make a difference. 

Embrace your mission

Most of the products that line the shelves all have the same things in common, particularly when these products are lined up against their counterparts from their competition. If you are sustainable in your packaging and using ingredients that are environmentally safe, you will attract the right customers to your business. Whatever your products are, look at offering – and marketing – how they are good for the environment.

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