We recently got a great question from a reader:
“Could you do a segment about how to market products that are low-cost impulse buys?”
Yes, let’s do it.
What is an impulse-buy product?
In general, impulse buys are products that don’t solve a problem, per se. Instead, they’re fun, quirky products you didn’t know you wanted.
A great example of an impulse buy product is the slushie cup: A type of cup that turns liquid into ice after a couple minutes of vigorous squeezing.
One minute you’re killing time in the airport… the next minute the slushie cup has you reaching for your credit card.
How do you market and sell an impulse buy product?
Normally, you should do two things:
Sell the product’s novelty.
Most people buy these items because they’re unique. So lean into that novelty with your marketing. And feel free to be tongue-in-cheek—your audience will probably get it.
Show people having fun with the product.
People are more likely to purchase something if they see other people having fun with it. Running Instagram, TikTok, and Facebook Ads that show other people having a blast is a great way to sell.
An example of an impulse buy product
Right, now let’s see this in action: You can see examples in this video, where the makers of the slushie cup turn everything from milk to laundry detergent into a slushie.
The clips are great examples of viral marketing that brings out the strange nature of the product.
To wrap it all up… People want an excuse to pay for low-cost, fun products. You just need to give it to them!
