7 ideas to increase sales in consumer technology brands
Based on our experience, consumer technology brands face various challenges in successfully reaching their desired consumer type to boost sales. This sector is highly competitive and offers numerous marketing channels to test beyond traditional mass media advertising.
In this regard, we propose up to 7 ideas for these types of companies working with consumer technology products to see an increase in their sales results. Let’s go.
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Consumer Tech Marketing: 7 Ways to Increase Sales
From our experience with consumer technology clients, we have compiled this summary of ideas that you can start applying right now:
1. Online Redemption Promotions
We are referring to sell-out boost programs for your products, via deferred discounts or redemption promotions.
These tend to work very well financially and, compared to price drop financing, the investment is quite different, with good results in terms of sales out increase.
In fact, when talking about digital promotions, they can meet different objectives. One of them is undoubtedly direct sales, with promotional mechanics that have been specially designed to achieve direct sales and a direct increase in billing.
Learn in detail 3 types of online direct sales promotionsFor instance, psychological techniques that materialize in aspects like ‘let me try it before I keep it’ or ‘get a complimentary product free with the purchase of X product’ are highly recommended in promotions for selling consumer technology products.
Here you can expand much more on the advice regarding suitable online promotions for Mass Consumption.
2. Channel programs
This involves devising and managing channel programs for a channel or new channels. For example, short-duration programs with loyalty objectives to encourage a specific channel to bring us more sales.
In this sense, devising trade marketing strategies and marketing support at the point of sale is another way to encourage sales in brands directed at large-scale consumer technology.
3. Presence and Advertising on Marketplaces
Using marketplaces, whether they are thematic based on the business vertical, or generalists is increasingly advisable.
Indeed, the birth of marketplaces originates from the desire to segment a large offer with a large demand regarding a product or service (or a set of them to cover a combined need). In this sense, we see more and more marketplaces emerging.
Having a presence on marketplaces can be used both as a usual direct sales channel and to solve specific situations. Some of these situations might be:
– Increasing the visibility of products that receive few visits, either because in PPC (Adwords, etc) they are very expensive to advertise or because in SEO (in Google’s organic results) they are difficult to position.
– Clear stock of clearance items.
– Increase sales of the most popular products, with a new channel that grants great visibility.
– Use aggressive marketplace-specific promotions during notable periods or dates (for example, the established Black Friday or Cyber Monday).
In the case of Amazon, the company founded by Jeff Bezos has even created the so-called Amazon Marketing Services, which include its advertising platform, extremely similar to Google Adwords in its beginnings. For now, it has 2 advertising options:
Sponsored Products
Select, from your product catalogue, those you want to advertise on the advertising portal on a CPC (cost per click) model. Ads may appear at the top of search results and on Amazon’s product listings, based on your selection of targeted keywords.
Features Ads
Also on a CPC model and using keywords for targeting, the ads are shown at the top of Amazon’s search results. In this case, the ad consists of a title, a logo, and redirection upon clicking it to a landing page with a collection of products.
As you can see, there is even advertising within the marketplaces themselves. We recommend not overlooking it because our forecast is that marketplaces will continue to grow as a way of satisfying consumer needs. And especially marketplaces that include technology products.
We have had certain experiences in managing this type of advertising and the truth is that the budget to be invested there is increasing.
4. Creation of New Digital Demand
It is possible that your marketing efforts, especially in PPC channels like Google Adwords, have been focused on satisfying an existing demand. If you are advertising on Google Adwords and you focus on the Search Network, that is what you are doing.
But… what if you need to expand the visibility of your offer? Can you really not use online payment channels like Adwords?
On the contrary. Yes, you can. And you should. But with another philosophy of approaching the consumer. It’s the same thing that happens in the case of ads on social networks, like Facebook.
You have to understand that, generally speaking, people who are on social networks or visiting blogs are not looking to satisfy a purchase need, but are either trying to resolve an educational need (in the case of blogs) or enjoying their leisure time.
For this reason, in this case, advertising messages must be designed with the goal of awakening an interest that is theoretically initially nonexistent, unlike -as we said- when we design those messages in spaces like internet search engines, like Google or Bing.
Generating new digital demand using social ads or advertising on Google’s content network (Display Network) is highly recommended. Take advantage of the great segmented reach of these platforms.
In this article comparing Google Adwords and Facebook Ads, you will probably see it much clearer 🙂
5. Third-party Co-marketing Agreements
From guest blogging on a blog that aligns with your marketing objectives to a reselling agreement with a partner who meets certain characteristics.
In this context, we want to make an important point: in the online realm, we often see a tendency for collaborations almost exclusively among companies that share a thematic connection. However, it’s not the theme that both brands should share that is important, but rather the ideal customer profile.
Having conducted an exercise to profile the ideal customer using specific techniques is an activity we recommend before seeking collaborations that require significant efforts. One such technique is the Buyer Persona.
Discover How to Create Buyer Personas
6. Strategically Attract Your Consumers with Online Content
Consumers in any sector, including technology, have needs that go beyond mere purchasing. For example, a technological product might be the final specific solution to a need that starts much earlier than the decision-making stage and goes through various phases.
For this reason, it is important to study the pain points of our consumers, with the aim of creating a content flow that allows us to attract them throughout their entire purchasing process.
In this regard, establishing a content creation flow to map them according to this purchasing process is essential.
Moreover, even after the purchase, a consumer may need to know how a particular product works, so in this case, creating video tutorials or explanatory guides available in a specific section for customers can be an interesting option.
7. Create Guerrilla Marketing Experiences Online-Offline
Creating actions that start from an offline experience, for example, the viewing of a performance of a product being launched, and are linked to special conditions if the consumer participates in a draw or another type of online promotion, tends to be effective.
Obviously, it depends greatly on the final incentive offered for participation in the promotional action, but without a doubt, the use of emotional aspects is advisable.
This is what is achieved when a performance allows on-site viewing of what a specific product can do—usually innovative or unknown to the general public—providing a real-time emotional reason that is additional to the promotion’s own incentive.
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