Marketing Innovation

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Each time Apple makes a new product introduction, it makes me think of innovation and how new product development promotes sales growth, enhanced productivity and a corporate sense of well-being.  Product innovation sets the stage for manufacturers, retailers and service providers, enabling sales growth and foray into new markets.

Innovation breeds passion for the product and for the brand.  From concept to tooling to final production runs, the new product creates bold energy that existing products cannot compete with.

As a marketer, each time the newly minted product packaging ships from the factory to its final retail destination, I feel a wave of anticipation.  It is one thing to see 3-D renderings and quite another sensation to actually feel the tooled product in your hands.  And even before the package sits on the store shelf, I do a spot check.  How well will this new product be received?  Does the point-of-sale display highlight the products’ differentiating features and benefits enough?  Have we effectively leveraged online and offline marketing medium to successfully tell the product’s useful applications?  Is our message enticing and does it compel someone to pick up the package and buy it on the spot?

When new products roll out from Zircon Corporation, customers can try the tools for the first time, retailers increase their assortment mix, and developing markets can jump into a new product line.  Zircon recently unveiled the new HD series and L series products.

MultiScanner® HD900 OneStep® is a 4-mode wall scanner that  locates AC, Metal, studs, and deep studs up to 1 ½ inches deep.

MultiScanner® HD900 OneStep® is a 4-mode wall scanner that locates AC, Metal, studs, and deep studs up to 1 ½ inches deep.

With the new product launches, the excitement was heightened with each step forward in the new product development cycle.  Engineering and product design created a one-of-a-kind tools that are remarkable in functionality, simplicity, and design.  It is the innovative spirit of the product, brand and company that reinvigorates marketing to continue to scan for new opportunities.

Making a lasting brand impression is vital within customer service and other areas of the organization. For a personal viewpoint of this idea, visit Zircon in the Real World’s blog, “Brand Recognition in the Everyday World“.

Sharpen your tools with Sharon as she shares her key insights of the tool world and her impactful marketing strategies and tactics. Follow us on Twitter or like us on Facebook. Sharon image

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Creating Lasting Marketing Value

Marketing imageMarketers strive for ways to attract and retain loyal customers and one way is to create lasting marketing value.  Companies want passionate brand advocates — you know the type?  They are the dream customers who write engaging reviews, generate exciting word-of-mouth endorsements, and purchase the very latest company brands.  Because a brand impression can last for days, if not months or years, marketing must trod out of the starting gate, bold and efficient, armed with marketing muscle and data.

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I strive to make a strong tie with the customer from the inception.  How best can we expeditiously and effectively communicate with our product users?  Short term, why does the customer pick up the package?  What graphics, tone, and text conveys the brand message?  Long term, how do we cultivate this relationship through email, social media, advertising, promotions, and other tactical elements?  At Zircon, we want to create “stickiness”.  What is the glue that will hold us together with our customers?  We want to captivate their attention for not just mere seconds, but for hours while the tool is in the customer’s hands and have our admirers tells their friends about their positive Zircon experience.

Marketers are constantly testing the results of a campaign.  Leads are quantified from the latest industry tradeshow, media hits are counted, email open rates are examined, sales are tallied, return on investment is calculated and more.  These marketing statistics point to success or areas for improvement.  What sticks out to the customer, retailer, and consumer’s mind about the campaign and will the brand effect have legs to continue onward well past the campaign’s expiration date?  Through the years, the Zircon brand has taken different twists and turns, but all in response to customer needs.  For example, when asked for smaller, more nimble tools, Zircon responded with ergonomically designed stud finders that work well at any angle.

Creating lasting value begins with the customer.  From a strategic and from a tactical viewpoint, when the customer is front and center in the decision making processes, then, we’re heading in the right direction.  Beginning with the key marketing concepts, the customer is the star of the show.  Other companies may go astray and put only the product front and center; unfortunately, disconnected companies blindly float out of focus from the customer’s eye.  My goal is to lead the value discussion, put it on each marketing deliverable, and make it last for years to follow.

As a real life example of how Zircon is passionate about our customers, please take a look at our blog, “The Dog Ate My StudSensor“.

It’s invigorating to think of the customer – we anticipate his needs, we act upon them, we measure our results and we start over again.  With anticipation, each new campaign brings an opportunity to further solidify the customer bond.

Sharpen your tools with Sharon as she shares her key insights of the tool world and her impactful marketing strategies and tactics. Follow us on Twitter or like us on Facebook. Sharon image