Aiming for “Coolness” without preparation is like shooting an arrow while you are blindfolded. Will you hit the target?
When building your marketing plan, one of the most important things you do is to analyze your target audience for your product or message. Your audience determines how the rest of your marketing plan is designed. Once you have all of the critical marketing information, you have a final decision to make: are you going for brand awareness in the classic sense or are you aiming for cool?
Regardless of your decision, your marketing message has to be relevant to your audience. Once you are relevant, you carry a heavy responsibility for you must be credible as well as trend-setting. You have to be the source for everything new in the industry--at least in the marketing messages. Relevance does transfer from your message to your product, and then into profits for your company.
Cool is one step further. No one is able to define “cool” absolutely. It tends to be edgy and non-conforming. But what characteristics do we see in products that the public deems “cool?” Design is important, especially if it is simple and innovative. The product also has to fill a need, yet appeal to your specific target market. Cool is always moving, always changing, and is usually defined by your audience. The message has to be simple and executable by the consumer. Be ready to change that message and your product as soon as attention begins to wane.
Our 4Promote strategists can help you determine trends and define where your product will fit within those trends. With a few simple twists of thought and our specialised assistance, you can have the next “cool” product on the market.