Market a tech product to a Non-Tech Savvy Audience

6 Preliminary Insights

Millennials are all the rage

Marketers Are Spending 500% More on Millennials Than All Others Combined. AdWeek

They just get it

They’re on their phones and laptops all day. They use technology in their personal lives and they work at startups (or want to, or know people who do).

70 %of the country’s

disposable income will be controlled by

adults age 50 or older by 2017. Nielsen-BoomAger

Study

Example: B2B equipment suppliers in the U.S. make $2.2 TRILLION dollars in sales every year.

What about everyone else?1. They are a significant segment of our population.

2. They are movers and shakers (a.k.a. decisionmakers and big spenders).

3. Figuring out how to reach them can unleash huge potential.

Problem:

[B2c] How can an older (Less “plugged in”) audience get excited about new technology?

[B2B] How can businesses steeped in the traditional way of doing business get excited about new technology?

Solution: Marketing = Education

A Typical Kinnek Supplier

★ Company founded: 1984★ Job title: CEO★ Size of company: 100 people★ Familiar software: Quickbooks★ Website quality: Poor★ Communication with customers:

Phone, email, in person★ Customer acquisition strategy:

Word of mouth, Trade shows, Print ads

1. Start with the big picturePut the product in context of sweeping shifts that are changing their way of living or doing business.

2. Don’t Assume AnythingExplain the product thoroughly, building up from the ABCs.

3. Approach Them in familiar territoryIf you are trying to disrupt trade shows, go to trade shows.

We spoke to over 1000 new contacts at Craft Brewers Conference 2016 (in B2B, this is a lot!)

4. Experiment with non-Digital channelsInform them in the way they are used to receiving information.

5. Show them peers who get itCompetition is a great incentive.

https://kinnek.com/supplier/casestudy/liquid-bottles-llc

6. Use the product itself to teach good behaviorsOne of the most undervalued marketing channels is the product itself.

In-product messaging through Intercom has open rates of over 80% and clickthrough rates of over 20% (as opposed to 30% and 10% respectively through email)

1. Start with the big picture2. Don’t assume anything3. Approach them in familiar territory4. Experiment with non-digital channels5. Show them peers who get it6. Use the product itself to teach good

behaviors

COMIC RELIEF

Mansi KothariProduct Marketing Manager

Mansi@Kinnek.com