With the world of technology that we live in today, many products have been developed. Many are so new that consumers don’t know how to shop for them. Many shoppers now use the internet as a resource for learning about new products. They also use it for their purchases. They can only do this when they know for what to search.

Create a campaign to lead prospects to your website

When a business has an unknown product, they need to develop different marketing tactics. They must look at it similarly as they would when they are building their brand. They need to create awareness. The internet is great for selling a known product, but it can be challenging to launch a new product that may be unusual. Alternatively, one that is a solution of which that people are not aware there is even a looming problem.

Creating a Ripple Effect

An efficient approach to this is to develop an awareness offline first. This can create a ripple effect when it comes to the online resources.  With the proper offline marketing strategy, it can be utilized to grow an online presence at the same time. For example, if you were to create an awareness of your product with a group of people offline, there is a good chance they are going to share this with people online. They will often do this through social media. Then these individuals will share it with others. This is an old marketing concept which is “word of mouth” marketing. However, in today’s world, it has become a “virtual word of mouth.”

Strategizing Your Offline Campaigns

To make the ripple effect work for you, it means developing some effective offline campaigns. When it comes to an unknown product visualization is going to be important. People want to see your product in action. In this circumstance, it is like a picture is worth a thousand words. However, you need to take it a step further.

You must have a plan for your offline campaign that is going to be able to team up with your online activities. Even if you are only going to sell online, you need to lead into this with your offline strategies. You need to set your goals. You need to know what you want to accomplish offline. In this case, being an unknown product, it means creating awareness. You must establish that awareness with the right target market offline with which to start.  You need to identify your target market first. Then you will know what strategies to develop for your offline campaigns.


Try to find situations where you will have the opportunity to demonstrate your product if possible. There are some innovative ways that you can go about this. Look for events that will allow you to do this. But make sure they are events that are going to attract your target market. Some good opportunities are:
• Local Events
• Tradeshows
• Workshops
If your product does not allow you to demonstrate it properly then do a video presentation. You can use your laptop as your resource for a presentation. Also, make sure you have plenty of material to hand out.


Investing in hardcopy material is a good way to get your product known. You can disseminate this is a variety of different ways.
Types of Materials
• Brochures
• Flyers
• Postcards
• Pamphlets
• Booklets

How to Disseminate

The measuring and testing will dictate the best way to lead prospects to your website. If not measured and tested these cost you instead of making you money.  But this investment, when done properly, will dramatically increase your wealth. You can disseminate your materials by;

  • Radio
  • Direct Mail
  • Billboards
  • Handouts
  • Television

Two Important Factors

In both your demonstrations and your material there are two key components it must have:

Your Online Presence

If the internet is going to be the source for selling then your offline campaigns must lead prospects to your website. This means that all of your material must clearly show your web address where you want your prospects to land.

The Buzz Words and the Keywords

You are creating an awareness about your product. You need to develop buzzwords that will identify it. These will become the keywords and phrases that shoppers will use when going online.

It is crucial that you plan for these carefully. You want to use buzzwords often enough during your demonstrations.  You also want to make sure they stand out in your hard copy materials. Then you also want to make sure that they are included in your online content.

You need to plan your offline strategies by setting the goals carefully. However, the goals must be compatible with those that you are setting for your online presence.

It can be difficult getting an unknown product recognized on the internet. This recognition is difficult because the search engines may become confused as to where to index it.  Your offline campaigns are going to set the tone for the product’s online presence. These efforts will allow you to create clear and definitive content that will get indexed properly.

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Logan Hazan
Logan HazanHazan Marketing Consulting, LLC
Logan Hazan has been involved in entrepreneurship for twenty years. Trained by leading marketing authorities, he zealously helps entrepreneurs prosper.

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