How can I build credibility on a new, unbelievable product that is being introduced to the market for the first time?

We are preserving real fresh flowers to last for years in same colors and shape. We keep the preserved flowers inside sealed glass. Most of the customers do not believe that the preserved flowers are real. How can we make the customers believe the flowers are real?


Side Note: I would have loved to have done this for my wife's wedding bouquet - and even more recently for the flowers my daughters carried as flower girls in a dear friend's wedding. Very cool concept!

People are far more likely to believe what they can see. Produce a short video that shows your process - from start to finish - so they can see the magic happen. It can be quick clips of each stage showing the exciting moments (like putting the flowers in, and sealing the glass). This doesn't need to be (and probably shouldn't be) more than 30 seconds.

Example Storyboard:

Scene 1 - We take amazing flowers (3-5 seconds)
Scene 2 - and preserve them by "xyz" (10-15 seconds)
Scene 3 - and seal them in glass to keep them beautiful forever. (10 to 15 seconds).

Hope that helps!



Answered 8 years ago

Sounds lovely - like the rose in Beauty and the Beast? :-)

I worked for many years in perfume and, as you can imagine, it’s hard to smell a perfume online - something which is arguably critical when buying a new scent. There were a few ways in which we tried to address this, first and foremost by creating a sensorial experience via descriptive copywriting, beautiful images, and increasingly also videos about the ingredients as well as the bottle design and advertising. We did everything we could to tell the story of the product, communicating the concept and the emotion without actually being able to demonstrate the product itself. In addition, we did provide the opportunity to order a free sample so that users could, in fact smell the product where possible.

In your case, I think the storytelling element is critical for your product as well. Explain the science behind it in a simple and easy-to-understand way, describe the process you use to preserve the flowers. You can do this with step-by-step explanations using text and images, and also, as Ryan suggests, using videos. You don’t say if you have an online-only store or if you also have a physical presence - if the latter, you can also have samples for people to look more closely at the product. You might also consider endorsements and testimonials to further build your credibility.

By the way, are you sure that the barrier is believing that the product is real? Have you collected feedback to this effect? Make sure that the other elements of your proposition also make sense, including, importantly, the benefit: what is the point of preserving fresh flowers inside sealed glass? Think of how you’re communicating that benefit, as well, and not just the product itself - e.g. Apple’s “1000 songs in your pocket” for their first iPod, rather than “an MP3 player with 1 GB of data”.

Let me know if you’d like to get into more detail on how you’re marketing your new product, and we can jump on a call to review your proposition.

Answered 8 years ago

Did you do a market surb=vey to determine if people want this?

The world is not as you see it, by this I mean it may be unbelievable to you, but is it unbelievable to others?

If you did a survey you should have answers if people want this, where will they display this, in what shops would they buy this?
I believe in blue ocean strategy meaning to sell this in places where you have no competition.I cant specifically help here but I explain the mindset you should be in
I would not sell this in flower shops, or supermarkets. Maybe flower market, or maybe furniture shops

good luck

Answered 8 years ago

Not everyone is going to believe and at the same time, you don't need to convince everyone. Identify your target segment and start building trust slowly.

How did Subway prove to the clients that they use fresh ingredients? - They make your sub right in front of you.

1. Live packing - Take a video of every order that is placed and send it along with your delivery. That's the personal touch they would like to keep.

2. Take videos of your farm and convince your prospects that the flowers are for real.

3. Give a certificate with every order and make them special. (That's what the gold jewelers do when you buy gold)

4. Magnifying lens - Just to make the concept wacky, send a small magnifying glass with every order so that clients could see the details on the petals, stem, etc. Give them a small manual explaining every part and make the whole experience interesting.

You could use this strategy to get your initial set of clients, who your Innovators (2.5%). Take feedback and implement at the earliest so that you could convince the next set of Early Adopters (13%). Once these clients are happy, create a ripple effect by asking them to refer you to their friends and family.

More ideas can be discussed over a call.

Answered 8 years ago

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