Marketing Men’s Deodorants
| January 2, 2012 | Posted by GuestPoster under Beauty |
The best deodorant for men is a common promotional label, attached by marketers to deodorants whose sales they hope to boost. The label is not enough to boost 
deodorant sales on its own, though. Rather, a full-fledged promotional strategy is necessary to convince consumers that a particular deodorant is the one that they have been looking for all their lives and that once they use it, they will never need to look at the alternatives.
Of course, putting these ideas into words would make for hyperbolic publicity. Very few people, if any, would be won over by that type of talk. Consumers are, for the most part sophisticated. Having seen all manner of commercials and promotions, they know that advertisers’ claims cannot be taken to heart. They tend to assume that, the more hype that goes into promoting a product, the lower its quality must be. Winning over these customers and convincing them of the superiority of a deodorant would take some subtle tactics on the part of its marketers.
The key to persuasive advertising lies in the subtext. It is not so much the explicit words spoken in the advertisement that matter as it is the tone adopted in saying the words and the colors and sounds in which the entire message is couched. Solid earthy colors and dark colors like black, grey and blue can be used to convey the impression of reliability. This is ideal when advertising a deodorant for a man who wants to be taken seriously in his profession and in the community. When advertising to men who want to be viewed as bold, adventurous, and attractive to the opposite sex, then the use of colors that connote excitement, danger and action is important. Shades of red, orange and yellow are just right for this.
Advertisements that get to the point, stating honestly what exactly their products do well, are effective. When consumers get independent confirmations that this information is true (say, from product review sites online), then they are likely to want to try out the products for themselves. Consumers appreciate the plain truth. They are likely to remember those products that are marketed to them with minimal embellishment.
Another way for deodorant manufacturers to win over new customers is to promote their products using free product samples. These allow potential customers to try the product out for themselves and, ultimately, to decide whether they want to spend money on them. The product that wins new “fans” in this way deserves the label best deodorant for men.
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