In the world of marketing, there is an endless pursuit of creating products and services that fill a need or want for consumers. However, what about those products that consumers didn't even know they needed or wanted? These are called unsought goods, and they can be just as powerful in terms of sales and brand perception.
Unsought goods are products or services that consumers may not actively seek out or purchase on their own. These can include items such as life insurance, funeral services, or emergency repair services. They are typically not considered essential, but can become necessary in certain situations.
Consumers often make purchasing decisions based on their needs and wants. However, with unsought goods, the consumer may not even be aware of the need until it arises. This means that marketers must find ways to educate and inform consumers about the value and importance of these products.
The marketing mix includes product, price, promotion, and place. When promoting unsought goods, marketers must focus on creating a product that addresses a specific need or want, setting a fair price that reflects the value of the product, promoting the product through targeted advertising campaigns, and making it easily accessible to consumers.
Ad campaigns play a crucial role in promoting unsought goods by raising awareness and educating consumers about the benefits of the product or service. These campaigns should focus on highlighting the potential risks of not having the product or service available and how it can help solve a specific problem.
Brand perception plays a significant role in sales of unsought goods. Consumers are more likely to trust and purchase from a brand that they perceive as reliable, trustworthy, and knowledgeable. Brands must focus on building a positive reputation and establishing themselves as an authority in the industry.
Some examples of unsought goods include life insurance, funeral services, emergency repair services, smoke detectors, and home security systems.
Unsought goods may not be the first thing that comes to mind when thinking about marketing strategies, but they can be just as effective in generating sales and establishing a strong brand perception. By understanding consumer behaviour and utilizing the marketing mix, ad campaigns, and brand perception tactics, marketers can successfully promote unsought goods to a wider audience.
