Product Marketing

Related Terms

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WHEN TO HIRE A PRO?

• When launching a new product requiring a coordinated media campaign.
• When tradeshow research will position the product in an industry not familiar to your corporation.
• When time is limited.
• If you need professional assistance, please complete the Marketing Xperience Request for Marketing Information.

Real World Tips for Product Marketing:

1. Take advantage of press releases and free publicity
2. Approach an organization or association who you feel would benefit from using your product
3. Pay attention to other similar products in the marketplace and make your product better or different than the original.

How to Market a Product

If you have ever had a “lightbulb” moment, as we all have, about a product that you just know is perfect for a particular market and “why hasn’t anyone thought of that before?” you are not alone.  Most small businesses are very entrepreneurial and think of the next “sure thing” product almost on a daily basis.

Yet marketing a service and marketing a product are two totally different disciplines. Professional services are intangible.  A Product can be touched, seen or tasted. 
Developing a product can be time consuming.  After the prototype has been developed, market research will help to determine if there is another “me too” item in the marketplace.  “Me too” items are far easier to bring to market than items which are pioneering and which require educating the consumer.

Packaging has to be carefully thought out.  It is usually beneficial to hire the services of a graphic designer who is an experienced packaging designer.  They understand the intricacies of a particular box size, a fold in the correct place, whether the product would be best marketed in a plastic clam shell or cardboard box, how it should be presented on the shelf at the retail level. 

When you have a prototype and the suggested packaging, it is time to cold call a buyer for a major retail establishment to get your foot in the door.  It is best to have a “family” of products rather than a single item because the buyer can see the big picture on how the product would sell in the future.

What’s In It For Me When Hiring Marketing Xperience

• When you hire a marketing company to assist you with your product marketing you are gaining the expertise and contacts which they have made with buyers over the years.  They are also savvy when writing press releases and distributing the press releases to the appropriate media. 
• A marketing company can also assist with research on trade shows which would allow you to introduce your product to many trade show attendees and get their feedback. 
• It is important to allocate marketing budgets for product marketing wisely.  Most large corporation spend years developing new products and bringing them to market.