The most successful logos use bold lines and dynamic shapes. Think the Pepsi logo, the Nike logo, or the Batman symbol.
Remember: if someone can’t remember what you’re product is called when they describe it to people, they’re probably going to say something like, “Go to the blank aisle and you’ll see it on the shelf: it’s the thing in the purple package with the cool, white swirly design”.
Most products can easily benefit from a Facebook page or Facebook ads. It is a very versatile marketing tool. Make a business page or a fanpage for your product. From there you can have promotions or place ads using Facebook’s internal systems. Twitter is also a versatile advertising tool. Use it to alert your customers to sales and business developments (now you can buy Cool Product at your local Awesome Store!). Try to mix it up by also posting cool things that are only slightly related to your business, to keep your feed interesting to people. Certain types of products can make use of a Pinterest marketing campaign. Maybe you make clothes and you can show how to make great outfits using your product, or how to modify and personalize your product. Maybe you make a food product and you can show recipes that make use of your product.
Use a reliable service to set up internet advertising (such as Project Wonderful) or work out a deal with local website owners if your product is better for a local audience.
Collect the emails of customers during sales of either new or old products, purchase emails from a reputable service, or target specifically to interested parties who might be able to get the word out if they enjoy your product.
Make sure to consider what your target market should be. Certain demographics to consider include age, gender, education level, location, interests, ethnicity, and sexual orientation.
Remember that while you will get widely differing opinions, if there are common criticisms of your product, they are probably correct and should be addressed.
Consider a concentrated marketing strategy. This is when your marketing appeals to and is targeted at only your target market. This is commonly seen with luxury items, which get marketed to very specific parts of a population, but can also be seen in other areas as well. Think Teen Magazine. Consider an undifferentiated marketing strategy. This is when your marketing appeals to and is targeted at pretty much everybody, and certainly a very broad audience. This strategy works well when you have a product which is broadly useful or appealing. Usually this means the traditional marketing mediums: television ads, print ads, and billboards for example. Consider a differentiated marketing strategy. This is when your marketing takes different aspects of your product and markets it to different demographics. Use the price, for example, to market to customers with a limited budget who may be looking for something less costly than your competitor’s products. Meanwhile, use convenience to make your product appeal to a local market.
Continue to test your marketing strategy as you go through this initial phase, to ensure that you are taking the right approach for your market.
