Entrepreneurs: Learn from Pomegranate Marketing
You’ve probably heard how healthy pomegranates are, loaded with antioxidants and all that. I love this fruit and I’ve even been known to pay a ridiculous sum to specialty stores who sell the seeds (”arils” as they’re properly called) in a container, all ready to throw into salads, pancakes, on cereal, or just to eat as is.
For years I never bought the whole fruit because I remembered what a hassle it was to get the arils out of the rind, until this fall.
The people from POM Wonderful had a terrific brochure on display next to the fruit that explained how to open and use a pomegranate. They explained it simply and with easy-to-follow diagrams.
Ever since I saw the brochure, I’ve stocked up on pomegranates with every store visit and have become quite the pro at scooping out all the arils. By the way they are awesome with a handful of almonds and a great snack while you’re on the road driving to various meetings.
What turned me into a buyer of pomegranates? Information that was easy to understand and access!
The marketing team at POM Wonderful realized that a big barrier to people buying their product was a lack of understanding about how to use it. They knew they had to educate their audience to build demand for their product. As long as a pomegranate remained a mystery— or a perceived difficulty to use— they could never realize their full sales potential.
Many entrepreneurs have the same problem!
Home stagers are one example of entrepreneurs who should model POM’s marketing. Most stagers live and work in real estate markets where people either have never heard of what they, or if they have, there is very little understanding of how and why home staging works. This applies not only to home sellers but unfortunately also to Realtors. There are many preconceived ideas and myths about what a home stager does. Home stagers have to dispel these so people realize the value of hiring them and feel motivated to take action.
When you’re an entrepreneur, the beauty of this is that when you’re the one educating them, you are at the same time positioning yourself as an industry expert. Looking at our previous example, you’re the home staging expert in someone’s eyes. So once they’re ready to hire a stager, you’ll be the one they turn to for help decorating a home to sell on the real estate market.
Next time you think that educating your potential market isn’t important, think about pomegranates and how a simple fruit (that offers outstanding nutrition, low calories and great taste in a low-cost “package”) was such a tough sell, simply because people didn’t understand how to use it and were therefore afraid to buy.
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