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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