Product and Service Marketing Best Practices

​Involved in the marketing of products ranging from eyewear to personal hygiene items over the course of her career, Carene Kunkler worked at LensCrafters and served as the brand manager for Pert Shampoo at Procter & Gamble. By updating the P&G marketing strategy, Carene Kunkler and her team created consumer demand for a two-in-one shampoo and conditioner.

The most effective marketing strategy for a given company will depend on whether it is advertising a physical product or service. Customers can learn about new physical products via the company’s bundling samples of upcoming releases with pre-established ones, or offering free shipping on new offerings. Trade-ins, whereby customers can exchange an older version of the product for the new one (when appropriate), can act as a strong incentive. Service providers can implement similar tactics for attracting customers by offering a new treatment at a spa or a new class at a fitness facility, as examples.

A well-developed social media infrastructure will also determine the effectiveness of a firm's marketing efforts. Not only should a company promote its products across different platforms to reach as wide an audience as possible, but it should also lead users to more long-form content, like blog posts, on its website.

Alternatively, running contests or giveaways through social media can inform customers about a product via positive reviews, which can increase engagement and provide more credible information about a product or service. Sending samples of a product to a prominent social media influencer who is already loyal to the brand can attract customers by demonstrating that person using the new product.

Carene Kunkler

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