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How to Effectively Launch a New Product

A product launch will be a busy time for a business, because the whole company will be taking steps to create a marketing campaign, reach the right buyers and build PR exposure.

However, with so many tasks taking place across the company, it can often be easy to overlook many effective marketing opportunities. We are therefore providing helpful advice on how to effectively launch a new product.

Create a Successful Sales Plan

It is important you approach each product launch differently. Each time you want to promote a new item or service to a customer, you must develop a unique sales plan. Within the sales plan, you must set goals for how many items you expect to sell within the first year, second year and fifth year.

You must also identify your core target market so you know exactly who to advertise a product to, and you could use this data with paid social media advertising placements, so you can reach the right demographic with the right product.

The plan should also determine how you are going to bring your product to your target market. For example, will you sell the item directly to the customer or with a third-party supplier?

Animated Product Videos

Once you know exactly who you need to reach and how you are going to reach them, it is time to start creating the high-quality marketing materials. While many people will turn to the likes of SEO and PPC campaigns to drive traffic to their website, one of the best ways to ensure people engage with your brand is to create an entertaining product video.

With the likes of Facebook Video set to become the next big app, you should already be taking steps to incorporate marketing videos into your campaigns. This is your chance to be different from your competitors, as you can add personality and fun to your branding. If you want to stand out from your industry rivals, consider an animated product video, which will capture the audience’s attention, whilst explaining the new product and telling your company’s story.

Expand to a New Market

If you already have a warehouse of established products, it can be tempting to simply integrate the new item into the same sales process; however, you could be missing out on viable sales opportunities that could maximise your ROI.

Do not be afraid to reach out to new buyers to promote your new product. For example, you could promote the item to powerhouse companies to make a bulk order for sales in their stores. You simply need to find the right buyer and make a great presentation – and you could even use the animated product videos mentioned above to help you make a pitch.

It is not just powerhouse chains that may fall in love with your product. You can also make a pitch to TV shopping networks, various online stores and catalogues. The worst that can happen is they say no, but you will not know unless you try.

Image and Tone: The Essentials of Marketing

These are two of the most important aspects of marketing a brand. If you fall down in these two connected areas, then you will fail as a business. I’m going to explain why they need to be done well and the individual benefits of both of them.

Brand Loyalty

This is the big picture that you need to be aiming towards and image and tone are the main players in making this happen. If you can foster brand loyalty in your customers then you will stay on top of the world for as long as you can maintain that loyalty. The best example I can think off is Apple. The loyalty that the Apple customers feel is bordering on the psychopathic as you just have to look at the detestation they outwardly feel whenever they see an Android phone – even though many Androids are better than Apple phones. They look upon a Sony user like you would if a rabid dog came and urinated on your kid. This is all to do with brand loyalty. Whenever they need a new phone, they will go straight to Apple and the thought that other people have something different both baffles and sickens them.

Image

Your brand image needs to be consistent. This is how you present yourself to the world and your customer base. You need to find an image that works and stick to it. The image needs to sum up your business succinctly and make it recognisable. If your brand image stays consistent across your entire business, then people will respond to it well, because they will recognise it, which will give them positive feelings, because if there’s one thing people hate, it’s newness. People want to know and trust their brands and so by keeping up a strong image, brand loyalty will start to grow like bacteria.

Tone of Voice

This is directly tied to your image, but is separate enough that it gets its own section. There is an interesting article here about the tone of voice used for fashion chains. It’s an interesting concept, but it’s all about how you present what you want to say as a brand (which is why it’s related to image). The article uses J Crew as one of its examples and how it presents itself as knowledgeable, but treats its customers like normal people and not fashion experts. Having this tone of voice means that people know where they fit in with a shop like that; perhaps if you spend your life at fashion shows, it’s not for you, but if you like fashion and want a bit of shopping but aren’t an expert, then the place is for you.

Most forms of marketing require skilled professionals to help you, however when it comes to brand loyalty, only you can know what is best for your business. Yes, an agency can offer advice, but at the end of the day only you know how you want to be seen in the world.