If your product/service solves a problem like this – one that some believe is almost impossible to solve, start by explaining the benefits of your product/service and clearly define the opportunity (Act 1).



Comments


Written by HeatherStone
458 days ago

Hi Tom,

I'm curious why we're defining this is as underdog marketing. Couldn't we also define it as simply niche marketing/novelty marketing? For example, was Apple an underdog when marketing the iPhone? Or were they simply a huge market leader trying to sell consumers on a bold new product? Certainly, there were many who were skeptical of the smartphone as a product in the beginning. But did this really make Apple an underdog?



Written by tomshark
456 days ago

Hi Heather,

Apple certainly isn't an underdog today although it is in their history and branding. The way they marketed the iPhone could simply be niche but I call it underdog marketing because this was a "never been done before" product - yes a bold new product.

I also like the way Apple launched the iPhone, rather than just putting it in stores, they allowed people to pre-order it long before it was available - which drove even more mass appeal when it did hit stores.



Log in to comment or register here.

5 Things Your Latino Employees Wish You Understood

Latino employees are the fastest-growing segment of the U.S. workforce – in fact, by some estimates one in three working …
Subscribe

Jane Sheeba @janesheeba Replaced Day Job With Blogging

After studying for a PhD in Medical Physics in the UK, Jane Sheeba was set by most people's standards. She returned to … More
Editor's Picks

Have you tried BizSugar's new video posting feature?
It's time to up your game with video on BizSugar!
Post your small business video to BizSugar today!
Did you know you can now post video on BizSugar?