How to Launch a New Product or Service
By Mike Kolbrener
For any new venture, an undifferentiated brand and undefined integrated marketing and lead generation strategy are potential barriers to realizing growth. As part of a three-fold effort to (1) Clearly articulate the value of your offerings to prospects, (2) Build the marketing material to communicate this value and (3) Develop a lead generation program to increase inbound opportunities, the following is typically recommended:
- Develop Brand Positioning and Marketing Communications Strategy
- Marketing Communications Implementation
- Develop and Implement an Integrated Drip Marketing and Lead Generation Program
To achieve your goals, you must carve out the unique and compelling reasons for potential customers to select your over competing products and services…and consistently communicate both your distinct personality and benefits in ways that connect with your target audiences.
A good process must walk a fine line between too much and too little, and allows for collaboration and ensures that the outcome makes the highest possible impact.
1. Product /Service Brand Evaluation Research
2. Competitive Analysis
3. Product or service Brand Platform Development
4. Brand Attributes/Definitions
5. Brand Essence
6. Positioning Statement
7. Target “Persona” Development
This comprehensive approach ensures that your brand becomes the thread that runs through all of your discreet marketing efforts…and that each and every effort reflects positive equity back to the overall brand.
Entry filed under: B-to-B Marketing, Brand Marketing, Branding, Drip Marketing, Integrated Marketing, Lead Generation, Product Marketing (B-to-C). Tags: brand essence, brand positioning, brand research, growth, marketing communications, marketing strategy, positioning statement, target audience, target persona, value added.