If you think about it, marketing done well accomplishes something rather remarkable – that is, it ultimately changes the behavior of potential customers. In funnel/buyer journey terms, this means, customers:
- Become aware of a product or service (behavior change, no. 1)
- Get interested in a product or service (behavior change, no. 2)
- Purchase a product or service (behavior change, no. 3)
- Tell others about a product or service (behavior change, no. 4)
At this point, I’ll introduce a term that marketers often use: demand creation. Loosely, it can refer to all 4 stages of the funnel listed above and means exactly what it sounds like – the ability of a business to create more demand (and inevitably purchases) for its products and services. After all, you’re really creating demand at every stage of the funnel, even post-purchase as you can see above.
That said, when most marketers talk about “demand creation,” they’re “mostly” focusing on those first and second bullet points: How businesses make audiences aware of a product/service and how they can get more customers interested in it – differentiating from, say, those customers who are already looking for a product or service or are now in-market. This is where you might hear customers say: “I didn’t know I needed this until I saw [your ad, your promotion, your content etc.].”
Why Demand Creation Is Important
If you’re a small business, your main enemy when it comes to marketing is probably going to be your resources. There are so many things to do and yet you don’t have enough time, money, staff etc. to get them all done. So inevitably, where do most small companies focus? They naturally want to find those who are buyers / those in-market right now for the types of products and services they provide. And there are certainly ways to do this through Google search ads and other methods.
But the problem: There are only so many buyers in-market at any one time. What about that entire universe of those who aren’t in-market, but could be? What if you could, for example, create new potential customers who could be interested in your products and services? This is where demand creation comes in and where the “art of marketing” comes into play – the idea that you need to both understand your audience (especially emotional triggers such as fear/anxiety, love, hate, and ambition), and also creatively message what it is that you offer or demonstrate the expertise you have.
4 Examples of ‘Great Demand Creation’ Marketing
To best illustrate how to execute “demand creation” for your audience, we thought we might walk through different examples and why they work.
No. 1: Visual Demand Creation (“The Moon Pod”)
A couple of years ago, I was scrolling through my Facebook feed, when an ad popped up. It was for this product called “The Moon Pod,” basically like a more comfortable version of a bean-bag chair. I kept watching the ad over and over and clicked on it to learn more. While it was admittedly a bit more than I wanted to spend, I almost pulled the trigger right then and there.
- Why It Works: Remember, I wasn’t in the market for a Moon Pod, but this ad alone, which made the chair seem so comfortable, played upon my ambition/desire to finally relax in my own home.
No. 2: Social Currency ‘Demand Creation’ (The Art of Manifestation)
When we work with clients in the consulting and coaching space, we often talk about the need to create demand for one’s services by highlighting a unique aspect of why they are the go-to solution. One company that does this well is Mindvalley – especially the coaches that work with the company on a regular basis. One of these coaches is Regan Hillyer, who often discusses the “art of manifestation.”
- Why It Works: Through storytelling (her own story) and a little bit of social currency (the idea that audiences want to learn the insider tricks to something and then use or share them to seem cooler, healthier, better to others), Hillyer is actually quite a master at teasing enough so you can get the insights from her free content, while then getting those to pursue those true insider tricks if you take her course or purchase something additional. Whether you believe her or not, it’s great marketing in that sense, because it feeds on that desire for individuals to be in-the-know.
No. 3: Fear of Missing Out (FOMO) ‘Demand Creation’ (International Living)
We came across this ad – for a company called International Living – which intrigued us with its line of “learn how 128 million Americans claimed their European Passport with no European ancestry required.”
- Why It Works: Now, of course, this may be an exaggerated claim, but this ad does a few things well. It creates urgency (“The clock is ticking!) and it plants the seed in people that others are enjoying something that they may not be – the idea of FOMO, or fear of missing out. Also, note the great idyllic setting for the visual.
No. 4: Make-My-Life Easier/Utility ‘Demand Creation’ (Airmoto)
OK, here’s one that we did actually go ahead and buy, just from learning about it in the ad alone. We had never heard of the product before then nor had we given any thought as to needing it. So why did we take the plunge? If you offer a product or service that has great utility – or makes life easier for people, you have a great opportunity to showcase that, especially through video.
- Why It Works: The marketing illustrates an understanding and empathy with the audience, which a.) Has to use air pumped at a gas station (which costs money each time and often uses change which isn’t exactly lying around these days), and; b.) Often doesn’t know how much air needs to be put in or what the exact air pressures of the tires are. The ad demonstrates how much more convenient the Airmoto is and how it makes life easier for those who buy it.
Conclusion
Obviously, there are a lot more ways you can create demand for your products and services through marketing. But these happen to be some recent favorites. If you need help, contact us today for a free consultation. Our mission, as always, is to help you excel in digital marketing.
