What do the customers want? Sometimes, the least expensive price is not the most important element. With today's packaging, many customers expect and will pay for things elaborately packed.
Where do these people go to buy your products? Are they sold at retail outlets or through trade publications or magazines? Or are they special items available from mail order or from certain regions of the nation or the world?
Finally, why do your customers buy this particular service business you have? An architectural design studio produces blueprints for architects to construct buildings for homeowners and industry. But your product may be aimed at a less precise group of people, somewhat hard to define.
You can discover what consumers want from surveys. You can get copies of surveys from special companies that conduct surveys, or you can do your own. The best place to conduct a survey is at a trade show for your product. You might run a drawing and ask people to fill in information. You can have cards printed with boxes to check easily so people will spend the time to answer your questions.
Manufacturers use surveys with warranties. Appliance makers often include a few questions along with the warranty that the consumer sends back.
Most major manufacturers have their own teams of product testing. Toy makers bring in children and watch their reactions. Book publishers have people look at covers and decide which one they'd buy. Even the car manufacturers run surveys and opinion testing on style and pricing.
Before you seek publicity or even advertise, KNOW YOUR PRODUCT. Be familiar with the people who buy your product or service, and have a full understanding of the general competition and the full scope of marketability.
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