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The Countdown Begins After developing your messaging, you should map out how you'll spread the word. Six to eight weeks before your new product launches, begin bringing attention to the product and its benefits. You might consider using key marketing elements such as: public relations, presentations, product literature and packaging, and advertising or direct marketing. |
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Public Relations
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Cost effectively delivers credibility and heightened awareness of your new product
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Third party reporting appears more factual to customers and prospects
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Provides validation of your company/product that most advertising cannot
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Consider being involved in press junkets at industry events and pitching stories to key weekly and monthly publications
Presentations
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Create consistency by using standard sales presentations
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Assist your sales force in speaking to prospects and current customers
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Utilized internally, can be used as a learning tool showing how to talk about the product
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Evolution of the presentation will come in time with the addition of: customer testimonials, ROI results, and tailoring for individual audiences
Product Literature (Collateral)
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Primarily a tool for your sales force
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Can include one page data sheets, case studies, and white papers
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Will work in multiple venues if you present compelling, relevant information in a concise way-just like your presentation materials
Direct Mail
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Provides a consistent, controlled message and call to action
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A frequency you can determine
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Keys to successful direct mail of any kind include: a quality list, a clear call to action, effective offers, timing and methodology, and follow up
All of these vehicles work best as part of a larger integrated campaign; involving multiple touches at regular intervals.
