New technology launches are always exciting – look at the media anticipation and coverage when the giant Californian company delivers a Keynote launch for a new piece of technology. There’s frenzied media meltdown. They are a big player, a globally recognized super brand, arguably the world’s biggest tech brand.
But what if you’ve designed a new product in a start-up company or a new product to add to an existing range? How should you go about raising brand awareness and marketing it successfully?
Well here I’ll share some great marketing tips for both online and offline launches.
Brand awareness is key: would consumers recognize your brand, your product or does it need some marketing promotion?
Let’s start with online promotion of brand.
Your website is your virtual shop window; you want customers to be able to find it, navigate round it quickly and stay there, hitting click not close. Social media pages need to promote your brand across a number of platforms and drive track to your website and new products.
You can pay for ads to boost posts on social media, setting an audience based on age, interests, location etc. The “reach” of these posts can be staggering.
Video logs or YouTube clips are a superb way of introducing a product – it could be unboxing the product, an expert review or a demonstration of it. People are less likely to stop watching a two-minute video than reading a long review of it.
Which would you prefer, I ask?
Part of your content marketing strategy should include a blogging strategy, with engaging 300 word posts about your product, its inception and the people behind it. Your readers become customers, become brand advocates and spread the word.
Consumers love a story – what’s your story?
Did you know the “About” section on a website is often the most visited?
So you have the brand name and product becoming established through social media, video logs, your website and blog posts. So what about offline?
Print advertising is still incredibly effective – whether that’s flyers, a billboard poster, newsletters, press releases, newspaper advertising. It’s important that the public see your brand and not just online.
You now have to spend time, not money, analyzing the impact of your marketing work.
So you’ve designed a new camera, or a revolutionary smartphone with a battery lasting a week, wireless headphones in readiness for a future jackless phone and you need to promote it.
· Create high quality photographs of your product and its packaging to give it visual appeal.
· Write about your product in various sections – its specifications, its price, where to buy it, expert opinions of it and the like.
· Create a new product tab in your website menu – and make sure it is prominent on your website’s landing page. You need people to click, click, click!
· Have Sharing buttons on your new product launch so browsers can email, tweet, G+, Pin it or Facebook share what you’ve showcased.
· Build a YouTube channel to drive traffic between your vlogs and your website.
· Brand your social media pages uniformly so consumers recognize your brand and products when they land there.
Consumers always love a product with credibility and what better way to enhance credibility than through a As Seen on TV campaign?
This will quickly establish your brand with consumers as being reputable with support from a trustworthy website. Seen on TV already allows sharing through three social media platforms – think how far your new product could reach with this strategy. Product photos are an established part of their marketing tactics, along with the description and user reviews.
Your description for Seen on TV needs to engage customers enough to click “Add to Cart”. Your product needs to be so good that it attracts positive user reviews. Your product photographs can make or break a consumer decision to buy or wait.
So thinking in practical terms, with a new tech product, you need to get the branding right, in terms of product and packaging, having researched what consumers want. You need to feature this prominently on your website. Social media posts need to be scheduled to maximize consumer visibility and reach, and you need to build a product portfolio for Seen on TV, crafting a description, encouraging user reviews and an engaging product gallery.
Finally don’t forget LinkedIn – feature your company on a page there, showcase your product with connections and the public and read expert advice from marketing thought leaders when launching your technology product.
One more thing, if you’re a seller you could try an Amazon marketing agency to help you market your product to a larger audience which of course would make you more money.