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7 Examples of Demand Creation

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Demand creation is the process of increasing the demand for a product or service using marketing techniques. The term is typically applied to unsought products that have little demand because it's they are unknown to customers. This requires faith in your product and marketing prowess as it isn't easy to sell customers things they don't know they want. The following are illustrative examples of demand creation.

Business Software

Dozens of new categories of business software emerge each year to solve a specific type of problem. Such software often overlaps with existing software but typically claims to be an emerging best practice.


A mobile app that doesn't something that has to be explained as opposed to being intuitive.


Products and services that save customers time and labor. For example, microwave ovens for home use were first launched in 1955 but were an alien concept to most people with less than a 1% penetration rate by 1970. Eventually, demand was created beginning in the early 1980s with a roughly 25% penetration rate in the United States by 1986.

Target Market

Selling an existing product to a new target market. For example, taking a product that is popular in Japan and adapting for sale in the United States or vice versa.

Customer Experience

A new type of customer experience such as a restaurant where you cook your own food.


A new type of pricing model such as product as a service.


Removing potentially harmful ingredients from things. Requires consumers to be aware of the ingredients in the first place.


The term demand creation is sometimes used with negative connotations to describe marketing that aims to sell something that is useless such as a cure for a disease that doesn't exist.
Overview: Demand Creation
The process of increasing the demand for a unsought product using marketing.
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