By Eboni Walker

Multiple rewards can be gained when you put product marketing on buyers. Big name organizations, including for profit and nonprofit entities do it. Olympia, corporate trade shows, top beauty salons, sports organizations and regional and national book conferences, events like the BookExpo America, the Harlem Book Fair and the Miami Book Fair look to buyers to market their products.

Guilt free buyers product marketing

It’s not a rip off. Few, if any, people are going to promote your products as passionately as the people who appreciate and love your products from top to bottom. Buyers are effective with product marketing because they know the ins and outs of your products. They have used what you’re selling.


Experience using your products equips buyers to field prospect questions, even when you’re not around. The first iPhone, a multi-purpose device that marketed in 2007, a smartphone that would go on to sell more than 6 million units before it was discontinued in 2008, saw more than its fair share of product marketing by buyers.

Starbucks, Red Bull, bottled water and sports sneakers all have gained massive sales after product marketing fell to buyers. And it’s not that manufacturers of these products set out to have buyers market their products. It happened organically which is why guilt shouldn’t interfere when you put product marketing on buyers — if you do it the right way.

Right ways to put product marketing on buyers

But, what is the right way to put product marketing on buyers? To start, let buyers have all the power when it comes to choosing whether or not to get involved in product marketing. After buyers are onboard with marketing your products, make it easy for buyers to spread the word about your products. Here are some ways that you can do this:

• T-shirts – Add product images, corporate logos and definitely your website URL on t-shirts. Also, add a catchy slogan.
• Caps – Loyalists actually go out and look for caps. Offer caps in multiple colors and with memorable slogans.
• Umbrellas – Who doesn’t use an umbrella from time to time?
• Drinking mugs – These marketing products serve as reminders and marketing tools. They keep your works in people’s minds, and they introduce your works to new consumers.
• Stamps – Peel-away and ink stamps work great, with peel-away stamps coming in multi-colors. Put stamps on bills, invoices, checks — all printed mailing materials.
• Car magnets – As with the other product marketing tools, include product images and your website URL on car magnets.
• Newsletters – Conduct random prize (product) giveaways that are limited to newsletter subscribers
• Special days – Designate a special day to run free breakfasts, product giveaways, autograph sessions, Q&A sessions, book signings and other ways for buyers to engage with your executive team, manufacturers and key reps.
• Discussion series – Host discussion series to engage buyers. Find out from buyers how you can make it easier for them to get your products. Also, use discussion series to find out how you can make it easier to put product marketing on buyers.
• Charity events – Give away samples and other marketing products at charity events.

Quick product marketing tools

Marketing tools that you can use to put product marketing on buyers include some of the above items. Other popular product marketing tools include:

• Sun visors
• Sunglasses
• Towels
• Handkerchiefs
• Bookmarks
• Mouse pads
• Postcards
• Brochures
• Coupons
• Picture frames
• Pens and pencils
• Jackets
• Raincoats
• Sweat bands
• Wrist bands
• Video trailers
• Podcasts
• Shareable images that include your product name and website URL
• Product reviews
• Greeting cards
• Pillow covers
• Seat cushions

Make it easy to put product marketing on buyers

Get creative. You could easily come up with product marketing strategies and tools that get the word out about your products to more and more consumers. These actions and tools can also keep you in touch with passionate product buyers, making it easier for buyers to market your products.

This is important because buyers who love your products want to be part of product marketing efforts. You don’t even need to ask them to tell others about your latest products, how the products work and benefits gained from using the products. Pleased buyers will do these things on their own.

You’ll get the most yardage out of this type of marketing if you make it extremely easy for buyers to spread the word about your products. Free samples, low cost products, easy social media shares and community events that attract thousands are among the ways that you can make it easy for buyers to engage in product marketing for you.

Go to the movies for product marketing

Major motion picture studios combine a few of these approaches just before a new movie release. Before the launch of the new Tom Cruise movie, American Made, video trailers, news stories, links to previous Tom Cruise movies and online and offline interviews were shared with movie goers.


Following the release of Alice Walker’s The Color Purple, came a spotlight on the book, posters, art prints, drinking mugs, book bags, display kits, dolls and necklaces. These low cost products can be shared with loyal buyers and spread to larger consumer markets.