Nolsen Bedon, Ltd.

Marketing Part 7

Every marketer wants to handle products that are “hot” — in line with the current consumer trends. In practice, there are just seven ways to get hot and stay hot:

1. Get some prestigious recognition — from newspapers, broadcasters, publishers or industry groups
2. Release a new product — which is interesting, exciting and offers features never before available
3. Start offering a new service — which is new, better and different from what everyone else is doing
4. Align with trends and news events — by being aware of the general news environment and attempting to “enter into the conversation already taking place in the prospect’s mind”
5. Tie into seasons and holidays — which is another variation on the idea of getting involved with whatever people will already be thinking and talking about
6. Link with the release of moveis or entertainment events — which can not only be a lot of fun but can also generate loads of visibility (so long as it’s not for the wrong reason)
7. Piggyback on fads — by noting what is popular at present and doing something smart. For example, when the Teenage Mutant Ninja Turtles were big, a dentist bought a collection of stuffed toys. He displayed them in his office and sent out an offer that each child who came for a special $9.95 exam could take home the turtle of his or her choice free! — while supplies last. The offer was highly successful, and similar marketing offers can be developed around any fad that may currently be in vogue.

The Ultimate Marketing Plan

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