Flagshipping Products In Retail
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If you have been to the mall recently (more specifically) to a bath and body store, you will see that they have product “lines”. Visit their websites and you will see they group their products into lines, instead of splitting them up into product categories. The reason for this is that it is easier to sell a line than it is to sell a product. Advertising and ad-copy is designed to seduce your senses, a suspension of reality if only for a moment. Let’s reduce it a bit further. Almost all online handmade soap stores have one glaring problem. They are trying to sell the store. You aren’t selling your store, you are selling product. You must focus your energy on developing and marking your Product Okay, for a quickie test, I will mention a product name and you tell me who makes it. If you can’t tell me who makes it in less than 5 seconds, then you are like every other consumer on the planet.
Get the idea now? These companies did not market their name, they marketed their product. They spent their advertising and energy on making the product memorable with seductive imagery, beautiful packaging and inferring a certain sex appeal. You don’t have to know the name of the company to know that you want to buy a bottle of Poison perfume. (it’s by Christian Dior BTW). You just type Poison Perfume into your browser and BOOM, you have several thousand stores that carry it. But what if you had a line of products with a unique name that you took the time to create an attractive ad-campaign, beautiful imagery and so on? If you are the only company selling it, then your store will be the only site to pop up in the search engines. Sure, as small businesses we can’t afford to spend tons of cash for gorgeous bottles and double packaging, at least, not if we are offering three dozen scents for sale in each type of product. But you can offer three products in premium packaging. This is what we call Flagshipping. You have a limited number of Flagship product lines. These you devote your time and energy to, and for the most part, these are the only products you offer entire lines in.
Terri Lindsey |
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