Whenever a new product, invention, or development comes to market and is suddenly all that anyone can talk about, it is often referred to as “the greatest thing since sliced bread.” To the dismay of most, sliced bread did not spawn worldwide praise at the moment of its introduction. In fact, bakers initially rejected the idea because they felt that sliced bread would decrease the shelf life of loaves of bread and would therefore lead to a severe decline in sales. It was only when the “Wonder Bread” brand adopted a marketing strategy that effectively spread the message of sliced bread that it became something considered “remarkable.”
It takes much time and effort to revolutionize the way things are currently done and successfully introduce a product, service, or idea to the marketplace. In the early stages of new product development, you might convince yourself that your product is, in fact, the greatest thing since sliced bread. You may think that its functionality, design, and the added value it will provide to the masses means that it will be seamlessly integrated into the daily lives of these individuals.
Humans are creatures of habit and naturally resistant to change. We abide by the motto, “If it ain’t broke, don’t fix it.” So, when a new product comes to market, we don’t usually welcome it with open arms. We must be introduced to the brand name time and time again and develop a positive brand image before whipping out our wallets. More often than not, we hesitate to make a purchase before receiving feedback from those early adopters who were willing to take the first trial run.
Some may debunk the theory of marketing in general and feel it is necessary only for those businesses that struggle to provide a quality product or service. However, even the greatest things need a heavy push in the beginning through multiple communication channels using strategic outreach techniques to finally get recognized. The secret to effective marketing is knowing how to seamlessly incorporate nontraditional forms of advertising into traditional forms of advertising, all while promoting one consistent message.
The benefit of email marketing it its ability to integrate well with other media platforms as well as its ability to operate as a stand-alone form of advertising. Based on a recently published study, 90% of consumers prefer to be notified of company products and services via an e-newsletter while only 10% prefer to be informed via Facebook. By utilizing email marketing, you have the capability to introduce your brand to millions of consumers based nationally or internationally on multiple occasions at a fraction of the cost of other, perhaps more well-known advertising channels (television, magazine, or even radio spots). Also, investing in the Guaranteed Opens email marketing program means that you only pay for emails that have been delivered to the inbox, opened, and read by the email recipient. In addition, you are provided real-time tracking of sent emails, opens, and clicks to enable you to constantly monitor the success of your campaign.
Now that, in my opinion, is the greatest thing since sliced bread.