In the world of marketing, demand creation is the process of creating demand for specific products where none might currently exist. Sometimes called push marketing, creating demand is far more involved– and perforce, often more expensive– than traditional marketing and branding, which typically seeks to meet or satisfy existing needs.

Often, business or startup owners realize they need to generate demand when their innovative and new service or product sits on the market with only a few, intermittent buyers. Even if it could be an industry game changer, it’s not uncommon that only early adopters will take a chance with an unfamiliar brand.…