Create A Market Demand

Sometimes you can create a market demand for a product or service by magnifying the popularity and image of a special person, group, enterprise, event or idea.

Some Examples

1. When Terry Fox, a native of B.C., started his Marathon of Hope, media coverage of the individual and event created a distinctive market demand. All across Canada, people donated to the Canadian Cancer Society and bought products in support of cancer research.

2. The City of Kelowna is offering one million dollars to whoever captures Ogopogo, the legendary creature of Lake Okanagan. Several Ogopogo products are sold in souvenir and gift shops .Ogopogo is used for promoting tourism in the region.

How To Do It

1. Look for an event, person, group, enterprise or idea that has the potential to be magnified through careful publicity or promotion. Consider whether the object to be magnified has the ability to capture people's imagination. Either focus on an existing object or create a situation yourself as the basis for magnification. Opportunities could be provided by: athletes, entertainers, politicians, business speakers, special features of an area such as mountains rivers, or industries, newsworthy events, performances of special feats by extraordinary people; or imaginary people and things.

2. Devise a promotional and publicity strategy for the object you have chosen, and think of off-shoot products and services you could market.

3. Investigate and get professional advice on contracts, patents and licences.

4. Contact everyone who would be involved in your planned promotion and make a proposal.

5. In the case of an event, begin to organize it.

6. For an object being promoted by someone else, explore related products and services you could provide as part of their promotional plan.

Key Questions

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