Kevin's Case Study #3 - Promoting something you can't try

[Kevin Lee]

If you were in the security industry and had a product which immobilized perpetrators through the use of sound, how would you promote it? And since you can't use your security product on your own customers, how can you make them understand or buy into what you're selling? A simple "dramatization" on YouTube probably won't cut it.

[jvprosperity]

Tough one...

It's going to have t be a mix of different media.

1. Testimonials of current owners of the product and how it's helped them. This can be done thru Video and print
2. Somehow I believe there will have to be Video of it being "dramatized"
3. People of influence will have to support or sponsor the product.


just some that came to mind..

[Kevin Lee]

Tough one...

It's going to have t be a mix of different media.

1. Testimonials of current owners of the product and how it's helped them. This can be done thru Video and print
2. Somehow I believe there will have to be Video of it being "dramatized"
3. People of influence will have to support or sponsor the product.


just some that came to mind..

Hi Andy,

1. I like this idea of testimonials from current business owners of the product. But what if there aren't any to start?
2. I see your point about there being a need for video dramatization, but as a consumer, do you really buy into them yourself? Where's the authenticity from a dramatization? A security system can be expensive to install for your retail business, so you may not want to invest in something just because someone on TV is telling you to do so.
3. I think your 3rd suggestion has the best potential though!

Personally, I would suggest holding a contest to award someone like a marketing student a $500 to $1000 prize for being able to come up with the most creative way to market this security product. It's an inexpensive campaign that could help to generate a lot of buzz (and even be featured as a "story" on a local news channel).

[ltrahan]

I think setting up a mobile demonstration unit might work as part of the solution. A cube van or an RV equipped with the security device and then do the tradeshow / homeshow circuits.

In addition, as Andy suggested I do think a video dramatization would be a good way to introduce the concept to people. Being able to at least see the concept in action might be enough to bring a potential client to your demo site, or get them to call you to come and arrange a demo with the mobile unit.

[Evan]

New inventions are often difficult to explain and are better when they are demoed. When Sharon and I went on the Shopping Channel one of the key messages they always repeated was demo demo demo.

A YouTube demo is a great start. You can do a dramatization to begin with. Hopefully you'll be able to get actual footage of the system in use from the video cameras of the places where it is installed.

The more potential customers can experience the product, the better. Have them "break into" a demo store and let them see how powerful the product is. An actual demo will answer most of the prospective customer's questions and will give them an emotional buy-in to the product.

When Henry Ford believed he had perfected his first vehicle, he took it to William H. Murphy, a lumber tycoon in Detroit, who took it for a test drive. Murphy agreed with Ford that gasoline-powered vehicles would be fueling the future and the two instantly formed a partnership that would forever change the face of the 20th century. Without that first hand experience it would have been difficult for Ford to convince Murphy about the potential of gasoline-power - it seems obvious now but at the time it was a revolutionary idea.

Demo demo demo the product to get the customers experiencing the benefits first hand!

[RussellWebb]

What can I add here? I have to conclude that a good demo strategy is the way to go. Doing the trade-show circuit sounds like a winner to me.

Of course, having a good website with demo video clips, as well as youtube woud be a smart tip.

Kevin, I think you're giving the masses too much credit for being intelligent and savvy to the marketing that bombards them on daily basis. Just look at the leadership we've had to endure in the states for the past eight years - he was elected by the masses... kinda.

[TheRainmaker]

How about a series of Showcase events where you invite target prospect to a DEMO type event
Focused on the benefits.

you could also go back to direct sales, telemarketing and communication follow up

Without knowing more, I would have to say that really understanding the target and how the product would be used, would generate better ideas from me.

J

[mphcoach]

If you were in the security industry and had a product which immobilized perpetrators through the use of sound, how would you promote it? And since you can't use your security product on your own customers, how can you make them understand or buy into what you're selling? A simple "dramatization" on YouTube probably won't cut it.

Hi Kevin - you could always try it yourself, or get a volunteer...(though you'd have to watch out for looking like one of those westerns where the 'face in the crowd' is miraculously cured!).

How about getting an expert from a college who could give categoric evidence on the effects that the output of a product like this would generate?

Hope this helps

Regards

Martin
Coaching Businesses To Success

[litekepr]

What can I add here? I have to conclude that a good demo strategy is the way to go. Doing the trade-show circuit sounds like a winner to me.

Of course, having a good website with demo video clips, as well as youtube woud be a smart tip.

Kevin, I think you're giving the masses too much credit for being intelligent and savvy to the marketing that bombards them on daily basis. Just look at the leadership we've had to endure in the states for the past eight years - he was elected by the masses... kinda.

EXCELLENT example of how gullible the masses are Unfortunate but true.

Shri

[litekepr]

If you were in the security industry and had a product which immobilized perpetrators through the use of sound, how would you promote it? And since you can't use your security product on your own customers, how can you make them understand or buy into what you're selling? A simple "dramatization" on YouTube probably won't cut it.

I read all the comments and I love the idea of a customized van or truck that could be outfitted with the system. The first idea that hit me -- and this could be impossible - but I'll toss it out: Would there be any way to set up a phone line that would give a sample of the sound being used? Is it a sound that can be heard and if so, can it immobilize them over the phone?

Taking the product to high end home builders (depending on the cost of course) - could be a way to get it into demo homes and should also be a way to get some testimonials. In the beginning I would do this in some of the large metro areas and pick 1 or 2 home building companies that are well known and respected. Get their interest and support and move out from there into other markets.

Trade shows and home shows should also be a good way to show the product - if you can set up a demo. At some of the home shows I worked, some vendors brought in a small demo building with their system installed to let people see how it worked. Actually, I have a friend in this industry and he did a lot of demos. The company he worked for had a special briefcase that allowed them to set up a demo in any home - it was a very powerful demonstration.

Shri

[OmnivoreInk]

If you were in the security industry and had a product which immobilized perpetrators through the use of sound, how would you promote it? And since you can't use your security product on your own customers

You can't use it on your customers... but you can use it on yourself.

I beleive that's what police officers are supposed to do, when being trained with stun guns. They're always supposed to be hit with it themselves, so they know what it feels like. (Of course that hasn't stopped certain cops from using it indiscriminately, but that's their problem!)

Anyway, the manufacturers of this thing should be willing to test it on themselves, in front of their customers - obviously if it's use is going to kill or seriously incapacitate someone, it's not going to fly!

[BizLoanz4u]

This is too easy...i'm surprised you didnt think of it...There are divices that measure sound levels. Such a divice could prove it's intensity and that could prove how it could ward off perps, break ear drums...etc.

I saw a show once where such divices were to measure a speakers intensity and the experiment was to see how many decibles it would take to break a car window with the music coming from REALLY big, POWERFUL speakers that were actually built into the car's trunk ( they took up the whole trunk and then some!).

[Kevin Lee]

This is too easy...i'm surprised you didnt think of it...There are divices that measure sound levels. Such a divice could prove it's intensity and that could prove how it could ward off perps, break ear drums...etc.

I saw a show once where such divices were to measure a speakers intensity and the experiment was to see how many decibles it would take to break a car window with the music coming from REALLY big, POWERFUL speakers that were actually built into the car's trunk ( they took up the whole trunk and then some!).

Hi Michele,

Great thinking! Perhaps this security business could use a mobile demonstration unit (as Louis suggested) and place objects that would shatter behind a protective barrier to illustrate the immobilizing force of the sound attack on perpetrators. Moreover, the security company would also have the device to measure decibels inside the test area as proof.

[Kevin Lee]

You can't use it on your customers... but you can use it on yourself.

I beleive that's what police officers are supposed to do, when being trained with stun guns. They're always supposed to be hit with it themselves, so they know what it feels like. (Of course that hasn't stopped certain cops from using it indiscriminately, but that's their problem!)

Anyway, the manufacturers of this thing should be willing to test it on themselves, in front of their customers - obviously if it's use is going to kill or seriously incapacitate someone, it's not going to fly!

Hi Barbara,

I guess you could use the security system on yourself in a video demonstration, but it's not something you'd want to do many times as I hear it's quite painful. Besides, you probably wouldn't be able to deliver a coherent sales pitch after being subjected to the sound attack

[Kevin Lee]

What can I add here? I have to conclude that a good demo strategy is the way to go. Doing the trade-show circuit sounds like a winner to me.

Of course, having a good website with demo video clips, as well as youtube woud be a smart tip.

Kevin, I think you're giving the masses too much credit for being intelligent and savvy to the marketing that bombards them on daily basis. Just look at the leadership we've had to endure in the states for the past eight years - he was elected by the masses... kinda.

Hi Russell,

You're probably right as branding expert Martin Lindstrom says "We taste with our nose. We see with our fingers and hear with our eyes" ("BRANDsense" 71). If consumers can see a demonstration of a person being immobilized by the sound security, then they won't need to hear the sound themselves for proof.