What in your opinion is the best strategy to market a low involvement product?

well making a low involvement product involves strong strategic decisions. since the product has low infleuence to human daily life like coffee or air fragrance. if marketing is considered towards creating awearness then integrated marketing should be the strategy. when i mean integrated marketing the strategy there is that all the marketing agents should be taken at the same time. if you intend using tv this months, bill board next month, radio and dailies in months to come, the proper strategy is to reverse the decision and take all the marketing strategy or medias at the same time. if a customers percieve a product everywere he goes in a particular period it nromally has strong cognitive dissonanace on them. like why is this tea advert everywhere i go, i must be a good product to be everywhere. it reflects on impluse buying and willingness to try the new product. 

Seriously it depends on the product and the business vision, but long story short: If you decided to establish your own business, your location, interior design, IT servers...etc will need a long purchase decision making process, this makes them a high involvement products, but your office supply, toilet papers, air-fresheners ...etc will need short purchase decision making process.
Talking about both low and high involvement products, both are based on Rational/Emotional factors, talking mainly about low involvement products and the purchase decision making for each, your decision to buy air-freshener involves mainly emotional factors, though your decision to buy printing papers involves mental factors such as quality, price ...etc Considering the above, what you really need to do is to build a unique selling proposition based on a solid mental and emotional values, and build the right positioning in consumer mind.
Think about Nescafe, fast made coffee "Mental" and in the same time rich aroma "Emotional", you can have it in small low price packs, as well as Gold flavor so it is for all "positioning".
Hope my answer helped, though the topic needs much more space, and excellent question Pascale.

In addition to what Nima explained above, I would strongly suggest to ensure considerable effort on positioning of the low involvement product.
The product should be available and easy to find by employing excellent point of sale marketing.

Throughout the years I have learnt that even for the lowest involvement products you can create some degree of involvement which will ultimately distinguish you from the competition, and this is the true art of your marketing strategy.
Needless to be said that a high degree of creativity is required in cases of low-involvement products, perhaps you should start by analyzing your potential customer’s thinking processes and patterns and manipulation of both their rational and emotional purchase decisions in order to achieve these goals.

the marketing strategy for low involvement products might be summerized as follows:

1. Product strategy to differentiate the product and build its image in customer's mind

2. Pricing strategy: affordable and competitive price.

3. Distribution strategy: availability, convenience, and desplay are determining factors to persuade customers.

 

Consumer respects a brand only when the brand shows respect to its consumer first.

There are two categories within low involvement products - 1)Low involvement & few differences between brands (habitual buying behavior): Example for this category are food stuffs like salt, pepper etc.
Brand familiarity and promotion with convenience is key.
Consumers look for price/sales promotions Strategy Consumers passively learn about low involvement products and brands through passive consumption media - television, radio, web ads .
Because consumers are buying based on brand familiarity, marketers must use ad repetition to build brand familiarity instead of brand conviction.
In order to encourage sales, marketers will need to use tactics such as price and sales promotions to initiate product trial.Marketers should create messaging that emphasizes only a few key points.
Marketers should also use more visual symbols and imagery within their advertising, because they can easily be remembered by the consumer and associated with the brand.
Ad campaigns should have high repetition rates and the duration of messages should be short.
2)Low involvement & significant differences between brands (variety-seeking buying behavior), Example for this category are usually retail food stuff like chips, cookies, biscuits etc.
Strategy The marketing strategy might differ for the market leader versus the competitors trying to grab market share.
Leaders should encourage habitual buying - dominating shelf space and keeping shelves stocked, running frequent reminder advertising.
Marketers should encourage variety seekers to buy by proving added buying triggers, using lower prices, special deals, coupons, free samples, and ads that have messaging that give reasons for trying something new

To me, market strategy depends on 3 things: 1) Whom are you talking to? who is your target market? When you've identified your audience, you'll know how to reach them, how to talk to them, and how to sway them.
2) What are you saying? What is your product/brand message? Some products won't have a unique selling proposition -- it could be a parity stance.
But each brand/product will have a unique message.
It could be saying the same thing as your competitor, but in a different way.
3) What reaction do you want? This will lead back to your objective.
What is it that you want, sales, buzz, awareness? If you know the result that you want, you can then plan your moves on how to get them.
This will work for high and low involvement products.
The difference will be in the details of the 3 factors above.
I'm afraid this is as far as I can answer without specifics; the equation cannot be solved with too many variables.