Archive for Product Launch
Does your product stink or is it the recession!
Posted by: | CommentsThe answer, your product stinks! Why, it has to work in the times that were in(period). So you need to reevaluate and maybe repackage or even re-purpose it. Here’s a great little test to see how viable your product, actually is…
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Is your product under advertised?
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Can there be a broader target market?
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Do you have certain disadvantages that you could turn into advantages?
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Do you have any unused byproducts?
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Could you be selling your product in a more compelling way?
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Is there a social trend to exploit?
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Can you explain your distribution channels?
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Can you build volume and profit by cutting the price?
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Does the product have new or extended uses?
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Have you completed a win/loss sales analysis of the product?
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How old is your last referral for the product?
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How are your salespeople compensated for selling the product?
These are just a few of the questions that we go through when were getting ready to do a product relaunch. What is so important in a relaunch is that you do have a community built around the product. I am not talking about someone that believes in the cause like a nonprofit, but actually I am talking about a customer that would advocate the product for you. Relaunches in today’s marketplace, must have the ability to garner direct customer support.
Take a product that is not doing so well right now and see if you would be in that marketplace today, if you are just starting out. If you would not, can you stop? Can you sell it to someone else? I’m amazed at how many resources are lost in products that have absolutely no return on investment. So if you really are thinking about leaning your marketing, I would look at how I would relaunch every product category that I have. Then ask why am I not doing it that way and the investment to do it. And if I cannot afford to do it cannot afford to stay in that product category?
Sometimes, the best re-launch is no re-launch at all!
Improve your production forecast by 50%
Posted by: | CommentsActually most people tell me the their marketing is working, they just don’t have the time. Or, they would like to make it more professional. Or, maybe I could help them with start a blog. Very few people ever admit to a marketing problem. Even the better organizations that have built a great bran
d will leverage it as well as they should. And the single one thing that stops them is understanding their ideal customer, or the term buyer persona. They even spend little time on the process he uses to purchase and the expectations he has of the product.
The most used the excuse I see in developing a buyer persona is that the buyers vary too much. Okay, let’s just try to segment a portion of your customers. Maybe it’s only 10% or if your lucky as high as 50%. But creating some channel will facilitate in mapping out that buyer persona. If we look at how will the purchase was made and determined by that group, it will lead into some very insightful information. But I would encourage you to really try to understand the compelling reason they chose you. That reason alone can clarify your marketing your sales processes, and improve your production forecast.
I know that may sound silly over just one statement but look at it this way. If you could know the compelling reason that 50% of the customers buy from you, what would that mean to your bottom line?
P.S. A quick check to validate this, would be to talk to a few prospects that you lost. Ask them what their compelling reason, not to buy from you.
We use our Lean Marketing Assessment to see where you stand and how well you leverage your core message and it is at the basis of our Product launch strategy. Learn more about these two products.
SPIDER Product Launch Program by Business901
Posted by: | CommentsNews Release Fort Wayne, IN – This program is based on the Business901 SPIDER product launch template which will allow participants to organize their launch plans into a series of actionable items based on present marketing conditions and practices. The participants can use the template to determine areas to differentiate their product, better define their buyer persona and use present technology to accelerate the launch. Joe Dager of Business901 will launch this new product launch program called SPIDER with an introductory webinar on March 12. You can sign-up at http://productlaunching.eventbrite.com or review the product at http://www.productmarketingprocess.com. There is a discount code of "Spider" that is available till the end of February.
The actual program was created to provide businesses with everything they could ask for in terms of ongoing marketing support, guidance, accountability and know-how to help them overcome the challenges facing them in launching a product in 2009. “It is not your typical, Internet launch program. If you are looking for a web based product launched, this is not for you,” says Dager. He adds, “It contains a mix of products, services, an authorized Duct Tape Marketing Coach to walk you through the process and the SPIDER Template to integrate your launch not only on the web but more importantly offline through your targeted industry.”
SPIDER is an acronym for See, Plan, Imagine, Design/Sell, Execute and Renew. Dager also added: “This is compilation of 30 years of product marketing launches in the process equipment field. I not only credit the Duct Tape Marketing System, which I use as an important part of process, but my recent training in the Effective Product Marketing program hosted by Pragmatic Marketing. This EPM seminar explored outbound marketing roles, priorities and processes that characterize market-driven technology companies.”
The SPIDER template also utilizes the newly formatted Ultimate Marketing System from Duct Tape Marketing. “We believe in installing a system,” says Dager. “Our experience is that a system will always outperform any other approach. We define your objectives; develop strategies to achieve them, than institute tactics to carry out your strategies. We deliver the package in One on One Sessions or you can even participate in group coaching.”
