Product Marketing Planning

By Author: Smatkathy Green
Total Articles: 265
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Your product is a character. It’s grown because of you and was spawned to enhance the ability of the world. The fact that it even exists is a miracle when you think about the time, costs and thought processes that strained through sweat and migraines to feast on the sorry issues of its predecessor’s or the inconvenience of its inexistence.
There’s a problem though. Nobody knows it even exists.
Follow the big shots
Throughout your life time, you have more than likely came across a Product Launch by a big company for a big product with a big budget gaining mass media attention thanks to its star studded atmosphere. An example of this would be the unveiling of the world’s first aluminium SUV.
Land Rovers Huge Event ...
... took place at London’s Royal Ballet School in Richmond Park, promoting an elegant extravagance for the posh jeep with starlets from Olympic winnings socialising with rugged sports men. *(you can see if u want)To associate the Land Rover experience with the evening, an expedition was put on showcasing the cars ability to wade through water over rocky landscapes in a stage performance for the media-esque audience. Ok, so not all of us can afford to put on a bash like that for our creations, but we can get creative and successfully put our products or services to market with exclusive popularity in a similar style.
Plan a Party
You’ve done the research into the sector markets surrounding your products and have defined what it is your product does and why it is so special, so make it personal Create an event.
Host an event that’s bound together by your product but is driven by the latest trends of your sector/audiences lives. One that is experiential, sociable and exclusive. Planning your actual event is a different story, but I do have a guide to event planning here. A successful product launch runs an effective marketing plan alongside and running up to its party.
You know what it does, so shout about it!
What you need is a content plan (yawn) that incorporates articles, press releases, video, blog posts, advertisement material and social media. Personalise this content to suit the needs of your penultimate buyer in ways that makes them feel important; chosen by you. Write in a tone that’s conversational with your audience but still defines you as an expert with a revolutionary helping hand and storyboard a video that will turn your product into the star of a short film-people like to watch things more so than they like to read about them (think about what’s going on in the news of recent and try and associate your product with the story somehow).
This content should then be distributed evenly throughout target market blogs, websites and event feeds, packaging your product for popular eyes by grabbing the attention of your target markets RSS feeds. As you begin to make friends with the trend setters, your product or service will become a trend setting item too.