In a world saturated with flashy advertisements and viral marketing campaigns, how can businesses selling seemingly mundane products or services stand out? The answer lies in creative marketing strategies that transform the ordinary into something remarkable. Let’s explore how small businesses can effectively market “boring” products and turn commodities into must-have items.
My friend Loren Feldman discussed this on an episode of the 21 Hats Podcast I read about it in his morning 21 Hats morning report.
Embrace Your Uniqueness: Lessons from the “Purple Cow”
Seth Godin’s concept of the “Purple Cow” revolutionized marketing thinking. In his book, Godin argues that being remarkable is the key to success in today’s crowded marketplace. For “boring” businesses, this means finding your unique angle and amplifying it.
Key Takeaway: Don’t just be different; be memorably different.
The Savannah Bananas: Making Baseball Extraordinary
The Savannah Bananas have turned America’s pastime into a viral sensation. How? By reimagining the entire baseball experience. They’ve introduced choreographed dances, outrageous uniforms, and fan interactions that go far beyond the traditional game.
Marketing Lesson: Focus on the experience, not just the product. The Bananas sell entertainment, not just baseball.
GoPro: Turning Customers into Storytellers
GoPro transformed a simple camera into a lifestyle brand. They don’t just sell cameras; they sell the promise of adventure and the ability to capture it.
Strategy to Adopt: Encourage user-generated content. Let your customers show how your product fits into their lives.
Blendtec: “Will It Blend?” The Power of Demonstration
Blendtec’s “Will It Blend?” video series took a mundane kitchen appliance and turned it into an internet sensation. By blending unusual items, they showcased their product’s strength in an entertaining way.
Lesson Learned: Find unexpected ways to demonstrate your product’s value. Make it visual and shareable.
Strategies for Small Businesses with “Boring” Products
- Tell Your Story: Every business has a unique history. Share yours to connect with customers on a personal level.
- Focus on Benefits, Not Features: Don’t just list what your product does; show how it improves lives.
- Create Content That Educates: Become a valuable resource in your industry through blogs, videos, or podcasts.
- Engage with Your Community: Sponsor local events or collaborate with other businesses to increase visibility.
- Personalize the Customer Experience: In a world of mass production, personalization can set you apart.
The Bottom Line: There Are No Boring Businesses, Only Boring Marketing
Remember, it’s not about having an exciting product; it’s about marketing it in an exciting way. With creativity and the right strategy, any business can become remarkable in its own right.
By adopting these strategies and learning from successful case studies, small businesses can transform their marketing approach. The key is to think outside the box, focus on what makes your business unique, and never underestimate the power of a well-told story.
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