How to market a new product

It’s reassuring to have a mentor, especially when you’re launching a new product and have a seemingly unending list of tasks to manage. Over the last 35+ years, our full-service product marketing agency has guided entrepreneurs through every stage of the new product marketing process. We can jump in to help at any point, from the early phases of logo and label design to launching your advertising and publicity campaigns. 

Let’s take your great idea across the finish line 

There’s an unmet need in the marketplace, and you’ve got just the right product or service to fill it. But most products fail in their first year, often because of missteps in marketing. A well-integrated strategy, one where every decision is onpoint, can help you avoid common pitfalls. 

Your content writers and graphic artists should know your target market profile and exactly what you want to emphasize. Your website should make it easy for visitors to learn why they need your product and just as easy for them to buy it. Your publicity and advertising should always reinforce your primary messaging while leading people into your sales cycle. 

A strong, multi-talented marketing team will go a long way to helping you achieve your product launch goals. Media Relations Agency has such a team! Plus, we will follow our proven Strategically Aimed Marketing (SAM 6®) process to establish a rock-solid marketing foundation for your new product. 

Here’s a 10-point new product marketing checklist 

1. Branding and positioning strategy. Knowing how you want to position your product in the minds of your audience should guide all of your marketing decisions. Will you compete based on price? Science? What can you say that your competition cannot?
2. Logo and label design. Once you know what you want to communicate, our graphic artists and content writers can bring it to life. 
3. Images and infographics. We can help you develop the pieces to visually communicate why your product deserves attention.
4. Digital competitive analysis. Our analysis reveals essential insights, such as the most effective keywords to drive traffic into your sales funnel. Don’t skip this step!
5. Website. Having at least a landing page is vital for making your product discoverable, even if you don’t plan to sell on your site.
6. Visitor traffic. Will you depend on organic, paid or both? We can explain your options and help you decide which tools will work best for you.
7. Amazon. For consumer products, we can create your product page and business store on Amazon. You’ll also need A+ content. We’ve got you covered with that as well. We can also help with product optimization, and connect you with fulfillment centers and warehouses. 
8. Digital dashboard. You’ll need a digital dashboard to help drive your entire campaign, and show you at a glance precisely how each element is working. 
9. Publicity. To build demand for your product, you must first build awareness. For your product to become famous, you should share your story with as many people as possible, as often as possible. As people see your story told (and repeated) by multiple media outlets, their trust in your product will rise.
10. Digital advertising. Advertising extends your marketing campaign’s reach, helping you rise on the ladder of fame. Done well, online advertising funnels prospects to your content-rich website, which answers their questions then sends them to your sales page ready to buy.

Of course, there are other elements that should also be considered. Those may include social media design and management, influencer campaigns, video production, email marketing and brochures. Using one agency to manage all of these elements will help ensure everything is well coordinated and nothing falls through the cracks. 

If you plan to launch a new product in 2024, let’s talk about how we can help. Call us at 952-697-5269 or use this form to schedule time on our calendars.

Written by Media Relations Agency's Marketing Strategy Expert, Matt Hentges