Different types of products cause different buying behaviors. If you are hungry and in traffic, you’ll buy almost anything available. You won’t consider if it’s your favorite snack/brand. However, you do extensive research on computers to buy the best one. In this blog, we will try to answer the question: How do you make your product stand out?
High-involvement vs. Low-involvement Products
There are high-involvement and low-involvement products. Low involvement products are inexpensive, low-risk, and replaceable. High-involvement products are high-risk, need to perform consistently, are pricey, and say something about who you are as a person. But, high-involvement products earn higher profit margins. What kind product do you sell?
Making Your Customer Highly Involved
One way to make your low-involvement product more valuable is to link it to a high-involvement issue. For example, the choice between butter or margarine is not that important on the surface, but by linking Blue Band margarine to protecting the heart health of your husband, wives now become highly involved in that product choice.
Make it Personal
You can also use advertising that involves your consumers. For example, Coca-Cola’s “Share a Coke” campaign made Coke personal. People sought out their friend’s names, making buying a Coke not just something you would do it there happened to be one nearby, but something you put time and effort into doing.
Highlight an Attribute
You can also increase the importance of an existing product attribute. In the past, you might have ignored Kingsbite’s chocolate in favor of global brands such as Kit-Kat, but by using kente design on the package and highlighting the importance of “Made in Ghana”, Golden Tree’s Kingsbite Chocolate is now found near the register of every ShopRite.
Add a New Feature
Similarly, you can add an important new product feature. Originally, medicine bottles were easy to open, posing a risk to children. The first brands to introduce childproof caps gained popularity because not protecting your children had horrible connotations and consequences. Today, most medicines have childproof caps and now some companies are going the other way—they make easy to open caps for the elderly who have weak hands and do not live with children.
We’ve mostly talked about products in this blog, but there are high- and low-involvement services as well. The man who washes your windshield offers a low-involvement service-, possibly without pay! Surgeons, lawyers, and fashion designers offer high-involvement services. What can you to do make the purchase of your offering more important to your customers?