Are you adding enough value?

25-06-12 Alison Parker 0 comment

It may well be difficult to quantify what adds value to a product or service, but your Dubai marketing agency needs strong parameters to describe what is good value, honest value, any kind of value, and how they can be applied in your work.

Sometimes it is easy to spot added value. Look around the Dubai Mall at the different jewellery shops – which ones make their jewellery sell better? What kind of added value do they provide to entice shoppers to spend more time, more money, in their particular shop?

In some shops the added value comes through creating plenty of space around the jewellery counters. This gives people plenty of space to look at the products. Putting your customers at ease while they spend time in a shop adds value to their experience. Place comfortable seating around the shop also helps customers, particularly in clothes shops, a chair or ottoman gives tired spouses and children a place to rest.

Transferring this physical shopping experience into the marketing of a product means looking at everything: from the product design through to the promotional stands. You can add value to a product by making the design of the packaging much more appealing than a competing product. Nowhere is this difference so stark as in the trainer market. Nike has taken the product design to a whole new level by having dedicated places within their stores (as well as online) where customers can customise their Nike trainers themselves.

This has taken added value to a whole new other level. Adding value for internet shoppers has become a sophisticated business. Not so many years ago it was good enough to offer a gift wrapping and card writing service to customers. Now the game has changed dramatically. Not only are stores offering customisation, there are blogs, tips of the week, tips of the day, how-to videos and how-to articles, guest spots, competitions on Twitter, Pinterest, Facebook and serious and enlightening contributions on LinkedIn.

This level of adding value around a product is called content marketing. It’s the current buzz word for anyone marketing a product. By creating a world of information that people find interesting and tell their friends about, the purchase decision is made easier once they become much more engaged with your brand.

A way of pulling all this added value together is to go back and focus on the subtle and not so subtle marketing in the Dubai mall. Walk along the beauty counter and see how women are attracted to the special offer of a pretty and carefully branded bag filled with travel sized tubs and tubes of creams and lotions. There might be a little QR Code encouraging them to download the app that lets them see which bag is best for them, or even give them a tutorial on the best way to apply the products. There will also be a website link on the product leaflet offering them the chance to buy on line, if they don’t buy straight away in store.

All these little things add up to adding value to the product. Isn’t it time your Dubai marketing team took themselves for a trip out to see how real life added value is seamlessly integrated with online marketing?



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