Contronics Blog

As many of you may have noticed there has been a recent and sudden change to content on our Facebook page this afternoon courtesy of FailBlog.org

This is part 1 of a 7 part series. Each week we will talk about one of the items and this week I'm going to talk about creating your market.

Every business needs to create it's market to some degree, some businesses take on an existing need and provide a solution to their own way of thinking, others have to educate their customers that they have a need in the first place.

Carcinogenic Product FAIL shows 1 way to create your market and keep your organization strong however it is not recommended. If you missed the "fail" as it is called first note that the product is part of a range of products from the National Breast Cancer Foundation, Inc., now read the warning on the image.



Companies such as DropBox and Contornics Technologies have had to show their market why their products are relevant, this activity isn't the easiest especially when there are multiple uses to a product.

For Contronics Technologies for example read our "Usage of Tour Verification Systems" to give you an idea of the variety of problems the single solution can handle.

There are better ways of creating your market than that used in this example, for example a blog that regularly talks about how a product works, YouTube videos, product demonstrations (live and recorded) and also distributor/point of sale education.

In the case of DropBox they created a short video that was targeted to show potential customers how easy the solution is and created a need. You can get a good idea of how this was achieved at the TechCrunch article "How DropBox Started As A Minimal Viable Product".

Regardless of how you create your market keep a few things in mind:

1. Don't compromise your values or what you stand for
   
2. Make sure you communicate clearly and effectively
   
3. Education is not to make people feel silly for not already knowing, you're the expert in your market - not your customers
   
4. Never assume your product is the best, just play to your strengths
   

Our next Failed Marketing article will be on ensuring you can deliver what you offer.

Thank you to FailBlog.org for the inspiration for this article and TechCrunch for your great coverage on DropBox.