Business History Books » Business Consultant » New Invention Marketing, any suggestions???
New Invention Marketing, any suggestions???
Question:
My $.02, get the local independent hardware retailer to take the product on spec (consignment or whatever you call it, wherein you take back whatever isn’t sold). Then, since your marketing budget is limited, forget the video, advertising and that stuff. Hire a *local* P.R. agency, one that has contacts with the *local* newspaper, particularly the home/garden editor. Have your P.R. person right a seasonal story (fall yard clean-up, spring yard spruce-up, or designing a rock garden, or something like that) that includes your product as a great example of how to make this job easier. Keeping this local focus should help you gain a foothold in the local market. Then, when people beat down your doors and decide to go national, call me and our agency will be your national pr and advertising agency. (Mr. Moderator, this is a joke, not a business solicitation, not that this couldn’t happen) Good Luck Jon Hutter Holt Hughes & Stamell Portland ME (representing my own personal opinions) [Moderator's Note: Tonight Show said stick with the agency Jon <g> -JG]
Response:
Chad: One person suggested that you feature the Yard Truck in a video. I agree. Video excels in showing how things work. I’d caution against having it done by some guy who tapes his kids’ birthday parties. As a professional video producer for more years than I care to admit, I know that it’s a mite tougher than that. If the guy with the Handycam is a budding Speilberg, you might, with a little luck and a long learning curve, wind up with a passable video. But if he isn’t… A bad video is worse than no video at all. Your reputation would ride on this video. It doesn’t have to be long, expensive or complex. But it needs to be professional. — Steve Holmes, Steve Holmes Productions (video writing/production guys) Iowa City, IA, USA
Response:
:One person suggested that you feature the Yard Truck in a video. I :agree. Video excels in showing how things work. I’d caution against :having it done by some guy who tapes his kids’ birthday parties. As a :professional video producer for more years than I care to admit, I know :that it’s a mite tougher than that. :A bad video is worse than no video at all. Your reputation would ride on :this video. It doesn’t have to be long, expensive or complex. But it :needs to be professional. With all due respect to my colleage, as a video writer/producer/ director for 20 years I disagree to some extent. Obviously, if the video is shaky, out of focus or doesn’t tell your story, it won’t work. But a useful sales video need only demonstrate how the product works. It certainly needn’t be fancy or "creative." Today’s home video equipment is so good, you don’t need to be a professional to make a video that will sell. You only have to use the camera to show your customer what he or she will want to see. Your reputation need not be as a producer of entertaining videos, only as a manufacturer of useful tools.
Response:
Chad Depending on a few factors (selling price, margin, target market, production, etc) your product may be a candidate for direct response television, in the form of an infomercial. It sounds to me like it is unique, and if this is so, there are a number of DRTV company’s that may put up the $$$ for the "show" and the media. Try looking up NIMA (National Infomercial Marketing Association) on the web (I believe the URL is www.nima.com). Their website lists membership. try contacting a few. Sincerely, Jim Gilbert
:I am in need of some marketing ideas for an invention that my company :has patented… The product is called the Yard Truck and is a yard :tool that is a cross between a wheelbarrow and handtrucks and. Right :now we are looking at the local market as a starting point and working 
ur way up to the corporations that would be interested in our :product. Since this is a new product we are having a problem of :convincing the hardware store owners, etc. that this will be a hot :selling item. What is the first step into getting a new product off :the ground (especially when no one has ever seen anything like it?) :We are a small company and not a lot of advertising capital set aside :for the product. Any suggestions on some inexpensive ways of getting :public awareness. : :Thanks Alot!! :Chad Hardy :
Response:
> Chad > Depending on a few factors (selling price, margin, target market, > production, etc) your product may be a candidate for direct response > television, in the form of an infomercial. It sounds to me like it is > unique, and if this is so, there are a number of DRTV company’s > that may put up the $$$ for the "show" and the media.
If you have a great product for radio or television and are looking for a strategic partner, get in touch with an infomercial marketing company. You