Why Capturing Existing Demand is Your Best Marketing Move
Stop spending on brand awareness when customers are already searching for what you sell—capture existing demand first, then expand.
How to Launch Marketing Based on Product Demand
Launching a new product or brand into a category where demand already exists? Focus on capturing hot demand first. Run brand awareness campaigns only if the budget allows.
Say you're selling point-of-sale systems. Everyone knows they need one — they're already shopping. Your first move: capture that active demand. Launch sales through your website or retail partners. Run search ads and local campaigns. When someone searches "POS system near me," you need to show up at the top.
Awareness campaigns come second: display ads, YouTube pre-rolls, media placements, billboards, TV spots, influencer deals. Plenty of options, but budget is the constraint. These aren't the priority when demand already exists — you're not creating need, you're just getting your name in front of people who are already buying.
No existing demand for your product? Flip the order. Start with awareness campaigns to create demand, but run lead capture in parallel.
Imagine launching cloud-based POS systems before anyone knows they exist. To build demand, you explain the category itself — not just your brand. Write articles for business publications about payment compliance and modern checkout solutions. Target entrepreneurs with content that teaches before it sells.
Meanwhile, build an audience of people who saw your awareness campaigns but didn't convert immediately. Run campaigns on category searches like "how to accept payments" or "mobile checkout solutions." Add branded campaigns once your name has traction — "Square alternatives" or "[Your Brand] reviews." Keep adjusting these as demand patterns shift.
