Three ingredients for effective marketing: 3) Physical Availability
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- เผยแพร่เมื่อ 21 พ.ย. 2021
- People are lazy and impatient. They may like your product, but if you don't make it easy to find and easy to buy, they'll go elsewhere. Les Binet talks to Hilary Gaines about the importance of physical and digital availability, and how marketing communications can help ease the path to purchase.
Hi, I have a question: what is the difference between penetration and physical availability? If your product has a vast physical availability, does that mean you have an equally vast penetration? Thank you for your time and the great contents!
Physical availability means how easy is it to buy your product, eg how many shops stock it, how easy is it to find and buy online. Penetration means how many people DO buy your product. They are obviously correlated, but they are not the same.
Dear Mr. @@lesbinet7977 thank you so much for the reply! It’s much appreciated. I’ve read many of your books: Effectiveness in context, obviously The Long and Short of It, How not to plan and listened to many of yours and Mr. Field conferences on TH-cam. Thank you for your work. I am an entrepreneur in West Africa trying to launch a new product in a category that is not common here. So my challenge is both creating my brand and building the product category. The marketing knowledge I’ve gained from your books and talks these last few months are invaluable and I’m looking forward in testing them in the market. Here in West Africa, the only type of wipes that are known and common are baby wipes, I’m trying to introduce and popularized very affordable and pocket size disinfectant wipes that people can use as a substitute to something that is already very popular which are pocket size tissue paper. My disinfectant wipes are almost the same size as the local tissue paper and my price is not that far from the tissue paper price also but my product is both disinfectant (surfing on a new awareness of hygiene driving by COVID), higher material quality and as, if not more convenient than both tissue paper or sanitizer gel. It’s just that that type of product is currently basically non existent, so I barely have any direct competitors but also using pocket size disinfectant wipes as an alternative to pocket size tissue paper or gel is not something that is yet in most people’s habits. I have sold small quantities for more than a year now and the product has been appreciated by many and my goal now is to import a container and really launch the product and build the category. So I’ve been reading a lot on marketing including work from the Ehrenberg-Bass Institute. I’m still putting the financing in place for the whole project but when that is confirmed, if you ever find it in your heart to give some marketing advice (please be aware that I do not abuse of people’s time) to a young entrepreneur taking a big bet, I would love it if you allow me to contact you again for a quick chat. Best regards.
@@BSPoK Hi Didi, find me on LinkedIn and remind me of this conversation. Les