A major concern would be the demographics that you will be marketing to. Is the product an interest to the general population or is it a specific group of people? If you haven’t read the book "The Tipping Point" I would suggest it. It truly speaks to your question and you may walk away with a deeper understanding about product marketing and the power of "word of mouth" as well. I think that in today’s highly competitive world of advertising, you need every advantage that is affordable within your means. References :
Joe D December 25th, 2009
There are at least two audiences you are "launching" to…the external (customers) and internal (customer service, sales reps etc)
The best way to reach these audiences, and the messaging you use will vary, depending on the target audience needs.
If you have time, consider a ’soft’ launch. Send the product to selected customers willing to do some testing and evaluation. That will help you identify what’s important to them. References :
SALES TARGET – To forecast the sales turnover / revenue
COMPETITORS – what your competitors would do as if they also would launch theirs at the same time! (Market shares of these products)
BUDGET (of the campaign)
MEDIA – TV? Newspaper? Radio? Posters / Outdoor billboards?
ACTIVITIES – Press Release? Fashion Show? Direct Mailing?Roadshow? Free gifts attached with leading magazines? Free tasting?
VENUE – which Countries? cities? hotels? Shops? Malls?
TIME – Spring Summer? Fall Winter? Christmas?
What – When – Where – To Whom – How?
A detail schedule / planning has to be decided long enough for the relevant parties to work on.
But most of all – PRODUCT KNOWLEDGE – you have to know the product that you are going to present very well when you start planning. References : that’s just preliminaries …!
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~Matches and fuel
References :
A major concern would be the demographics that you will be marketing to. Is the product an interest to the general population or is it a specific group of people? If you haven’t read the book "The Tipping Point" I would suggest it. It truly speaks to your question and you may walk away with a deeper understanding about product marketing and the power of "word of mouth" as well. I think that in today’s highly competitive world of advertising, you need every advantage that is affordable within your means.
References :
There are at least two audiences you are "launching" to…the external (customers) and internal (customer service, sales reps etc)
The best way to reach these audiences, and the messaging you use will vary, depending on the target audience needs.
If you have time, consider a ’soft’ launch. Send the product to selected customers willing to do some testing and evaluation. That will help you identify what’s important to them.
References :
TARGET – Customers / Consumers (which zones? their buying habits .. etc.)
SALES TARGET – To forecast the sales turnover / revenue
COMPETITORS – what your competitors would do as if they also would launch theirs at the same time! (Market shares of these products)
BUDGET (of the campaign)
MEDIA – TV? Newspaper? Radio? Posters / Outdoor billboards?
ACTIVITIES – Press Release? Fashion Show? Direct Mailing?Roadshow? Free gifts attached with leading magazines? Free tasting?
VENUE – which Countries? cities? hotels? Shops? Malls?
TIME – Spring Summer? Fall Winter? Christmas?
What – When – Where – To Whom – How?
A detail schedule / planning has to be decided long enough for the relevant parties to work on.
But most of all – PRODUCT KNOWLEDGE – you have to know the product that you are going to present very well when you start planning.
References :
that’s just preliminaries …!