Great Ideas for Marketing Revolutionary Hair Products
With so many hair care products already on the shelf, it can be difficult for even the most revolutionary hair care line to stand out. A revolutionary product calls for revolutionary, attention-grabbing marketing ideas. By combining innovative trends, like pop-up stores, with savvy e-marketing and traditional sampling, a business can make a name for its product with its target market even before the hair care line is widely available.
Pop-up stores have become a popular way for fashion designers or smaller companies to create a buzz for their products. A temporary store draws curious crowds and creates a sense of urgency, since the store and its offerings will soon disappear. Offer a free hair consultation and a discount on the product if purchased in-store. When using a temporary store, be sure to stay in place for at least a couple of weeks so word of mouth and return customers will boost the bottom line.
Take the product directly to the consumer by setting up a salon in a town square or a university building. This lets the target market experience the product and receive expert advice in its use while on their own turf. If the product is a hairspray or another quick-to-use fix, have beauticians approach people on the street and offer a free quick fix on their hair, along with a sample. Be sure to check with city hall to find out if permits are needed before hosting such an event.
When a product is so revolutionary that it invents a niche of its own or is far more advanced than anything else on the market, the best approach is providing samples. This lets the consumer feel and see the difference for herself. One approach to sampling is having samples delivered to people's homes. Before taking this step, it is important to research different neighborhoods so you reach the target market. A more exclusive approach is to partner with certain hair salons or spas and have them pass out free samples. If the hair product or treatment needs a few uses to make a difference, consider handing out small bottles instead of single-use samples.
The Internet is a valuable marketing tool, especially if the product being sold is cutting-edge. This is where the early adopters tend to get their information. Consider supplying free samples to popular blogs--but be aware that this technique has the potential to backfire, since many bloggers will give an extremely honest opinion. Another technique is to pay forum posters to subtly chat up the product on relevant forums. With the popularity of e-readers, developing an e-book with beauty tips from the experts is a good move. Offer the e-book as a free download on the products website. It's a good way to advertise and lets the company easily track interest via download numbers.