Who is driving your product?

 A colleague of mine is in a difficult situation-or so I think! He and a partner have developed a CD-based learning aid for use in tertiary education institutions. Both have inside knowledge of what students need, are well qualified in their field and know how to produce the product. What is the problem?


Sales.

Or rather, the lack of sales.

While they have a concept of great product have not yet developed a sustainable marketing scenario in which make their product commercially. Their current fragmented distribution limits their control over the sale of the product and as a result are having difficulty growing revenues. They are driving their product, are their customers.

[And guess what? Don't have a marketing budget-yet!]

This situation is not unique. Many companies have sub-optimal marketing procedures in place and focus precious effort ' symptom ' of low income (i.e. low sales) rather than actual address 'cause '-poor marketing.

However, all is not lost for our friends. There are some effective marketing tactics that can be implemented to gain control and add significant value to their product. And even better, these activities should not cost you an arm and a leg. Only some nous perseverance and marketing.

Gain control

Rather than sell the CD as an element of ' standard ' ad hoc way, position as an integral component of course material, updated key materials each semester.

Product billing could be through the tertiary institutions, as they already have a billing relationship with customers (the student). This actually can incorporate the product of the institution. Also mitigates problems that our friends could occur if they were to process payments. The institution would offer a fee for handling the transaction.

Physical distribution of the product to the student would be through their house. This way students have paid in advance and simply collect their CD when attending class.

Why the CD should be ordered in advance, now there is a chance to "personalise" the presentation/packaging and increase the perceived value to the customer.

The risk of infringing the copyright to burn your own CDs of students has also been substantially reduced, as buyers can be tracked (and not pay the students identified).

Added value

To increase the profile of the product and to create opportunities for the improvement of cross-selling product and the future our friends should pursue a marketing alliance with respected (and relevant) business services in their field.

Ideally the Alliance partners will provide considerable value-added offerings for buyers of the CD. These offers may take the form of preferential prices, limited time offers, or special services.

Alliance partners will be eligible for targeted exposure to high-potential prospects.

The product will benefit the Alliance through greater credibility gained from its association with a high-profile player in the field.

In just a few easy steps, our friends have created an environment in which effective marketing can monitor sales, improve their industry profile and plan with confidence for the future. Is a model that can scale as their business grows.

There are many opportunities to improve business results through targeted marketing programs, insightful. So where do you start? Work from your strengths and look for relationships and marketing opportunity that will have an ongoing benefit for you.