[CASE: Personal Care] 1 strategy template to increase the sales of consumer goods products
“I recently started selling personal care products (soaps, scrubs, shampoo, etc…) and would like to attend my 1st trade show. Any tips or advice you can pass on?”
Earlier, we discussed how the U3 strategy template applies to the water purifier industry. Now, let’s see it in action in the personal care category.
In the case above, you’d notice that she’s preparing to sell through a trade show. But there’s a fundamental error here: if she’s selling this to end-consumers, then she’s not in the right channel. To frame ourselves correctly on how we should approach our marketing strategy, let’s review the U3 model:
Given this U3 model, what’s the set of hypotheses we should invalidate in this context? Let’s assume that the person is selling shampoos that reduce hair fall:
In this context, given that the user insight is around stress-induced hairfall, the right question to ask to determine where to distribute and market the product is where does the pain happen? Specifically it’s at work so it makes sense to distribute the product in retail stores near work like convenience stores. If the plan is to distribute samples, the same principle applies.
Now that is settled, when does it make sense to distribute your product in trade shows? In the personal care context, when will it make sense? To me, it will only make sense if the intent is to partner with distributors in the area. If you want to make your product available in areas where you cannot reach (eg. rural areas), then it will make sense to be in trade shows as it allows you to engage distributors who specialize in far-flung rural areas.
As a general rule, trade shows are only for B2B marketing, not for B2C marketing.