The top PR industry trade gurus at AgilityPR.com loved CEO Lonny Kocina’s advice for new product marketing so much that they shared it with their international audience of marketing professionals. In his article, Kocina described how to avoid five common mistakes marketers make when promoting a new product. His advice is based on lessons learned over the last 30 years of helping clients tell their stories.
Media Relations routinely helps clients launch new products and product line extensions. The best foundation for these promotions is to follow a tried-and-true process, in this case the six-step SAM 6® processed outlined in Kocina’s best-selling, award-winning book “The CEO’s Guide to Marketing”. “A process is even more valuable to a start-up than it is to an established organization,” Kocina explains. “That’s because established organizations have enough resources that they can make a few mistakes. Mistakes in small businesses can spell disaster.”
Because Media Relations applies the SAM 6 process to our clients’ projects, clients are assured that all promotions are on point with respect to the target audience, value points and messaging, and are aligned with the client’s vision and mission.
Other common mistakes described in this article include:
- Investing in promotional channels that don’t earn awareness. “To create demand for your product, you’ve first got to teach people about its merits so they understand why they need it.” That involves reaching out to consumers where they are most willing to listen to your story.
- Starting promotions too late. Having a year-long strategy gives you time to test campaigns so you can scale the most successful ones in time for your primary buying season.
- Ignoring the selling power of Amazon. While having a presence on Amazon doesn’t guarantee sales, those who know how to leverage an Amazon presence may reap bigger rewards.
- Neglecting the importance of mobile. Social media, web content and digital advertising all play a role in a well-integrated marketing campaign.
Creating and managing a marketing campaign for your new product can be budget-friendly. Get in the news enough, and share your story enough, and pretty soon your product ends up famous.
We have lots of proven ideas and marketing advice to support your product launch. Learn more by completing this form, or by calling us at 952-697-5269.
