How to Turn Your Product into a Bestseller?
Every product developer dreams of seeing their creation become a bestseller. Months, sometimes years, of hard work go into ensuring top quality, meticulous detail, and outstanding craftsmanship. Yet, despite all these efforts, some products fail to gain traction in the market. What determines whether a product becomes a runaway success or remains unnoticed?
The answer is complex, as multiple factors influence a product’s performance. Common obstacles include incorrect distribution channels, pricing strategies, or failure to reach the right target audience. But let’s assume that all these aspects have been carefully considered and implemented. The product finally reaches the retail space - whether physical or online. Now comes the true test: can it stand out in an already crowded marketplace?
Take, for example, a T-shirt manufacturer who avoids overly bold designs and instead focuses on neutral-colored, high-quality garments. The challenge? Many other brands offer similar products. This scenario is not unique to the fashion industry; it applies across various sectors, from bedding and socks to shoes and accessories. The key question remains: how can a brand differentiate itself from competitors?
The Secret to Standing Out
To elevate a product from being just another item on the shelf to a sought-after bestseller, it needs an added value - a unique selling proposition. This can come in the form of additional benefits or a compelling brand story that resonates with consumers. The ideal scenario is a combination of both.
This is where the concept of ingredient branding comes into play. Business experts emphasize that ingredient brands act as a valuable addition to a product, enhancing both its functionality and storytelling potential. However, not all ingredient brands offer the necessary market recognition or strategic alignment to make a real impact. Finding the right partnership is crucial.
Case Study: Outlast® – A Smart Ingredient Brand Strategy
One remarkable example of an effective Ingredient Brand is Outlast®, a leader in textile temperature regulating technology. Originally developed for NASA, Outlast® materials regulate temperature by absorbing, storing, and releasing excess body heat, thereby reducing sweating and preventing overheating or cooling.
This technology, once used in astronaut gloves and space suits to withstand extreme temperature fluctuations in space, is now integrated into consumer textiles. Outlast® capitalizes on its space-origin story, using astronaut imagery as a key marketing visual. The brand also holds the prestigious Certified Space Technology™ seal, awarded by a NASA-affiliated foundation. These elements provide a strong marketing narrative that captures consumer interest and builds credibility.
The Science Behind Outlast® Technology
Unlike traditional textiles that merely wick away sweat, Outlast® takes a proactive approach to temperature regulation. Its temperature regulating technology absorbs, stores, and releases excess body heat, ensuring consistent comfort. This results in significantly less sweating, with studies showing up to 48% reduction in perspiration when used in bedding products. The benefits extend beyond comfort - athletes and active individuals experience better performance due to improved temperature management, while users also enjoy less freezing and reduced need for washing.
Additionally, the thermal absorption capacity of textiles can be measured according to DIN EN 16806-1. Standard textiles have a value of zero in this regard, meaning they offer no thermal buffering. In contrast, Outlast® materials actively manage heat, providing a scientifically proven advantage in comfort and performance.
Proving the Technology Works
A common concern among brands adopting an Ingredient Brand strategy is how to convince consumers of the technology’s benefits. To address this, Outlast provides retailers with marketing materials that include:
- Hangtags: These short, informative tags highlight the key benefits of Outlast® technology in a clear and concise manner. They also feature a QR code linking to a detailed explanation and a video demonstration.
- Tactile Displays: In brick-and-mortar stores, Outlast® offers interactive tabletop displays where customers can physically experience the cooling effect of the materials. This hands-on approach enhances the shopping experience and significantly boosts sales.
According to Martin Bentz, CEO of Outlast®, this strategy is highly effective:
“We provide our partners with free hangtags that succinctly explain the key benefits of Outlast® technology. These are extremely popular, not only because they provide valuable information but also because they include a QR code leading to an informative video. Additionally, our in-store displays allow customers to feel the cooling effect firsthand. This ‘try, feel, and believe’ approach often leads to immediate purchase decisions.”
The Takeaway: Smart Strategies Create Bestsellers
The path to turning a product into a bestseller requires more than just quality and price competitiveness. It demands a strong market differentiation strategy - one that combines practical functionality with a compelling brand story.
Ingredient brands like Outlast® offer a ready-made solution, providing both a powerful narrative and proven technological advantages that resonate with consumers. By leveraging such partnerships, brands can elevate their products above the competition, making them not just another item on the shelf, but a must-have purchase.