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Brian Tracy! Art of Marketing! Creative Marketing Development Strategies

Art of Marketing

Chapter 18. Creative Marketing Development Strategies

“What, what do you mean?”

One of the deep secrets of life

is that all that is really worth doing

is what we do for others.” – Lewis Carroll

How do you expand the market?

There are five creative marketing development strategies below.

First, you can sell more of your current products

in an existing market by refreshing them,

advertising them more effectively,

packaging them,

expanding distribution channels,

or lowering prices.

Which of these strategies can you use

to outsell existing products in an existing market?

Second, you can sell new products or services

in an existing market to your existing customers.

Think of other products or services you could create

to complement an existing product or service

that already has established reputation and distribution channels.

What additional wants

and needs of existing customers can new products and services satisfy,

adding value to existing products and services?

Remember that 80% of the products purchased

and used in the last 5 years will be different than they are today.

The rate of product obsolescence

is faster today than in the past.

You must continuously develop new products

and services to replace those

that are obsolete in the current market.

“Choose to deliver amazing service to your customers.

You’ll stand out because they don’t get it anywhere else.” – Kevin Stirtz


Penetrate into new markets

Third, deliver existing products into new markets

you haven’t explored before.

Look for distinct markets

where you can put your product or service,

both nationally and internationally.

Remember that 80% of your potential customers

don’t even know your product or service exists

and how much benefit they could get

from buying your product or service.

The fourth, and often the most difficult,

strategy is to develop new products for new markets.

The story of Apple,

with its iPod,


and iPad that once made Apple

the most valuable company in the world,

is a most fitting example of bringing new products

into new markets.

Another example is Facebook,

which went from an idea to more than 1 billion users in less

than 10 years and enriched so many people.

Mark Zuckerberg

and his associates discovered a huge need for people

to use technology to connect quickly and effectively

with others on a large scale.

From this foundational idea,

Facebook expanded the reach

and many possible connections available to its users,

making it one of the fastest growing

and most successful business ventures in history.

What products and services can you develop

for new markets using your existing capabilities,


people and production capacity?

Think differently!

The ultimate strategy for you is to identify superior products

and services produced by other companies

that are ideal for your existing customer segment.

You can enter into strategic joint ventures

and alliances to become a marketing channel

for products or services produced by other companies.

This can be a low risk and high return strategy

that you can experiment with.

“Do what you do so well that

they will want to see it again and bring their friends.” – Walt Disney

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Angel Cherry

Creative Blogger

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