Most businesses have two goals for their new products. The first is to get initial traction by selling as much of their product as possible, immediately after it’s introduced. Their second goal is to grow sales by teaching even more people about their product. We know a lot about using strategic marketing to help reach these goals because Media Relations Agency specializes in product promotions. Here are three key insights into how to sell a product during its introductory and growth phases.
- Resist the urge to jump feet first into the fun stuff. There’s a logical order to marketing a new product. Be very cautious about jumping ahead because you’ve got to nail the first impression. Working on the creative elements, such as your website and press releases, before doing your groundwork can result in costly mistakes. We recommend following a six-step process called Strategically Aimed Marketing (SAM 6®). This process, detailed in the book “The CEO’s Guide to Marketing”, helps ensure that each marketing element will be on point and support your stated goals.
- Create a stellar website. When your prospective customers (and even the media) search for your site, make sure it is complete, appealing and easy to navigate. It should clearly define your product’s advantages. It must make the buying process simple. And you should have a plan for keeping it current. A steady stream of new blogs is one of the best ways of ensuring your site is discoverable by search engines.
- Use media coverage to Reach and Teach audiences about your product. One media story can reach tens of thousands ‒ or even hundreds of thousands ‒ of people. Plus, it’s very impactful to have a trusted third party say nice things about your product. Arrange to use the performance-based Pay Per Interview® pricing model to get media coverage. That way, you pay only for results and are guaranteed to get media coverage for your money. Repurposing those media stories on your blog, in your social media and in your newsletters will extend their positive impact.
Will your new product be around five years from now?
I’ll bet you can think of at least one favorite product that’s not around anymore. You may have thought that it would be around forever. It’s not enough to have a well-designed product that delivers on promise. Nor is it enough to create a big introductory splash then expect sales to keep rolling in. Strategically Aimed Marketing evolves with your product as it transitions along the product lifecycle. We’re the experts at making that happen.
Let’s talk about how we can use Strategically Aimed Marketing to get your product the attention it deserves. We have experts who can help with every aspect of product promotions, from publicists and writers to web designers and social media managers. Call us at 952-697-5269 or complete our contact form.
