The Challenge: Your company is
launching a new product, but you don’t even have a prototype. For the
new product to succeed, you need to generate buzz in advance of the
release. How do you market a product you can’t show to your customers
because it doesn’t exist yet?
The Solution:
You’ll need a multi-faceted approach to get customers excited about
something they can’t see. A logo for the new product is a good place to
start. Your logo needs to convey the values associated with your
company’s existing brand reputation, as well as something new and
exciting that customers won’t want to miss. Remember, you have to make
them hungry for more.
A Web site is also a must-have for your
product launch. We’re not talking about a Web page….we’re talking
about a complete, standalone Web site. You’ll need a place to explain
what the new product is, how it will improve your customers’ lives, and
why it’s so exciting. Don’t be afraid to try an animated Flash page.
Most importantly, be sure to include a form for site visitors to
request more information. You’ll want to gather their contact data for
other phases of your marketing campaign.
To drive traffic to your
site, consider a multi-pronged approach. Brochures and flyers are
perfect for sales reps. Tiered inserts are an option, too. A simple
e-Blast is a great way to notify existing customers and other audiences
about your product launch. Other Web tools, such as paid Web
advertising, blogs, and press releases distributed via PR Newswire will
generate Web traffic, too.
Finally, consider going big. Real big.
Think billboards or TV ads, even radio ads. Make a PR push, too. Public
relations tools such as press conferences, guest appearances, articles
in trade magazines and general publications, and conferences and events
are great ways to spread the word.
Keep your marketing objectives
in mind as you set up your campaign, and remember that each phase of
your campaign is one part of a large-scale, sophisticated marketing
program. Pay attention to short-term and long-term tactics.
Pulling
off a large-scale campaign like this takes coordination. You want to be
sure your message is consistent, your branding is consistent, and the
timing of each phase of the media campaign makes sense. In short, you
want every piece of your marketing to integrate seamlessly. Having a
single point of contact to plan and execute your publicity push will
allow you, your sales team, and other stakeholders to focus on your
roles in the business.