With the enormous amount of tech innovations happening at a rapid rate in the retail cycle, consumers would most likely experience learning about something new somewhere they could possibly buy into. This is true in a global sense and that’s why consumers would always anticipate the availability of new products, services or brands. Once the information about these retail items gets to them either through online media or via traditional marketing efforts being made by brick and mortar businesses, consumers would always be willing to buy into things an try them out for the first time.
Consumers also gain a lot of leverage about retail items with regards to the choices they have as purveyed by countless info sources like search engines, company websites, social media, brand publishing and blogs. The average consumer’s ability to navigate through mind-boggling levels of choice therefore emphasizes the need for companies and their marketers to reckon with the prospect of selling favorably to the first-time consumer.
The SME advantage
Small and medium enterprises (SMEs) enjoy and advantage over their bigger business rivals in the selling of whatever they offer to first-time consumers. Especially when SMEs offer “virgin brands,” the process isn’t burdened by the weight of selling an established brand with old ways it has to stick to as matter of brand essence. However, regardless if you’re an SME or a much more experienced business entity, you could still think like a virgin and be able to sway first time consumer’s buying decisions in your favor. Whatever you point out needs to sound fresh enough to coax that buyer into hitting that buy cart button or making that call to your PBX. You just need to remember to do these useful things:
- Simplify. Something you’re selling to first-time consumers need not have the usual brand affectations that established brands have for these tend to sometimes be the very things that consumers wish to break free from. Brands that evoke the new and the fresh are those that have been successfully reimagined by their marketers from the ground up. Consumers now tend to have that intuitive sense to go for products, services or brands that are simple for them to use everyday, do not require much tech savvy, and make the process of work almost effortless.
- Explain. When marketing whatever you offer to first-time consumers, take pains to explain what your brand stands for in a language that’s easy to understand and quickly capable of alignment with typical consumer goals. Your campaigns therefore need to be able to clarify issues like who you are, what makes you different, or what kind of consumer is most likely to go for your brand. If you have an innovative retail method to go with it, explain just as well how it goes and then make it a point of differentiation to encourage consumers to give it a try.
- Let people try you out first. A long time ago, consumers usually went for brands with the intention of perhaps building a long-term relationship of patronage and acquisition of products or services with brands. Brick and mortar retail used to be built primarily around this strong bonds and that’s why brand loyalty came into focus. That, however, belongs to an entirely different era when first-time consumers quickly settled down with brands they loved at hello. Online retail changed all that with the enormous amount of chances it offered first-time consumers to make up their fickle minds and with not much cost financially and with not much time consumed. Let people try out what you offer to give them a really hands-on experience of products or services. First-time consumers are most likely to settle down with a good brand, product or service after having a truly delightful one-night stand with it.