Educating on a New Product 101

Marketing means many different things, depending on the context and who’s defining the term. Some might say marketing is a psychological exercise, while others may emphasize the business fundamentals behind it. These different perspectives all have their place, but at JSL Marketing & Web Design, we’ve always viewed marketing as a form of education. This perspective highlights how much marketing is about teaching an audience the benefits of a particular product or service and explaining how it can make a difference for potential buyers. Few aspects of marketing are as purely educational as a new product release. Potential buyers, through no fault of their own, may not yet understand what your product can do for them. It’s your job to educate them on all the benefits of this new offering.

If you’re researching how to advertise the launch of a new product, read on to learn more!

Consider Your Audience

A great teacher may be an expert in their field, but they still tailor their lessons to their audience’s level of knowledge. An expert in 19th-century Russian history teaching an introductory course will approach the subject differently than when lecturing on the Russian Revolution in an advanced seminar. Adjusting the material to meet the audience where they are isn’t poor teaching—it’s essential.

Similarly, consider your audience when developing your product launch strategy. Existing customers will likely have a deeper understanding of your brand, mission, and value propositions than potential new customers. Make sure your messaging is tailored to both groups, ensuring that each receives the information they need to fully appreciate your new product.

Consider Your Channel

Once you’ve analyzed your audience, the next step is determining the best channel to reach them. There’s no single correct media mix for a product marketing strategy—what works for a sports memorabilia store may not be effective for a B2B technology provider. However, it’s crucial to use different marketing channels in appropriate ways. A YouTube ad campaign might be great for creating initial awareness, but it’s not the best medium for an in-depth technical breakdown. Conversely, a detailed whitepaper might be invaluable to existing clients but wouldn’t appeal to new prospects unfamiliar with your brand.

Frequency, Frequency, Frequency

Don’t assume that a single email newsletter about your new product will be enough to capture attention. To ensure your message resonates, your audience needs to hear about your product multiple times and through various channels. This is where a well-balanced, cross-channel media strategy comes into play.

For example, a strong product promotion strategy could include:

• Highlighting the new product on your website homepage
• Posting physical signage at your locations and around town
• Announcing the release via social media and email
• Running a YouTube ad campaign to reach new audiences

This approach helps you reach a broad audience while reinforcing your message through multiple touchpoints, a key factor in brand recall and product awareness.

Balance the Details and the Big Picture

When promoting a new product, it’s tempting to flood your audience with every technical detail. After all, you’re educating them—so more information must be better, right?

Not necessarily. The key is to strike a balance. You need to provide enough details to inform your audience while avoiding overwhelming them with jargon. Your messaging should always tie back to the “so what?” that matters most to your customers.

For example, if you’re promoting a hoodie made with a special fiber, don’t just list the fiber’s name—explain how it results in a more comfortable and durable product. This approach ensures your audience understands the real-world benefits of your product while still receiving the necessary details.

Call JSL Marketing & Web Design

Looking for expert help with your new product launch? Let’s talk! Call JSL Marketing & Web Design today!

We offer:

• A full range of advertising strategies
• Brand development
• Competitive analysis
• Branded videography & photography

Call now for your free consultation!