The Chicken or the Egg
You’ve probably heard of the chicken and the egg paradox that has boggled minds since Biblical times (literally). Well, marketing a business can sometimes raise similar questions… let us explain.
Let’s say you’re a business with inventory that you currently sell through an e-commerce platform on your website. You decide you want to expand your opportunities and approach brick and mortar stores to stock your products. The exchange may go a little something like this…
You: “Hey there! I’ve got this super cool product that would look awesome in the front window of your store.”
Store Owner: “That’s great… but my mate Bill has a very similar product that I already sell. He’s a mate and he offered me a great deal if I can sell his product to customers that come in asking. Also, I haven’t ever heard of your product. I doubt my customers will ask for it. Sorry.”
You: *leave feeling lost, confused and perhaps with a lone tear rolling down your face as you hear the building crescendo of Shannon Noll’s cover of ‘What about Me’ play on your mind*
Okay, so maybe that’s not exactly how it would go. BUT more and more clients are coming to us with this very same dilemma. They want to expand but don’t have the engrained relationships with storeowners to get their products out there and, they’re at a loss. So what should they do? (Apart from continuing to build their B2B network and relationships with stores, of course). They need to create consumer demand! But how? I hear you ask…
We work with businesses just like these to pull together a killer B2C Marketing plan that will make their products a must have in the market. That way, consumers can walk straight into stores knowing and asking specifically for their product, giving consumers power and their brand some serious street cred.
After all, that’s what we’re about… giving your business street cred.
Be it social, digital, traditional or through PR, there are plenty of ways to build buzz around your brand, we can help point you in the right direction. So, back to the chicken and the egg… I still don’t know which comes first (seriously, boggles my mind) BUT in marketing, businesses can afford to do a bit of both with a bit more of B2C up front to make sure they are breaking through the noise and reaching their all important target market effectively.