4 Great Ways To Promote A New Product Through Marketing

Promoting a new product is a great opportunity for your business! The market is always evolving; businesses need to add and drop lines of products to stay relevant and up to date. We’re excited to hear that you’re rolling out a new product!

However, it’s important to get your product launch right. The mere existence of a new product isn’t enough; you need to promote it correctly. Adding it to your website isn’t enough. Without the right promotion strategy, your product might as well not exist.

Of course, the usual answers apply. Email blasts, targeted ads, content development, SEO, and web design are great mediums to reach your audience, but you probably already know that. In this blog, we want to go a little more esoteric and understand a successful product promotion strategy.

Read On To Learn About Product Promotion! 

Do Your Product Marketing Homework First

An important caveat: the right strategy can not transform the wrong product. Let’s say you’re a local craft soda producer and want to roll out a new pickle soda. The idea sounds great, and you’re excited to hit the ground running.

While that is all well and good, you need to make sure you have done the following before you hit the market…

• Research the Market’s Desires: No amount of paid ads will do anything if 97% of the market is unwilling even to try a pickle soda. Be sure to do some market research first and foremost. It’s also important to remember that you don’t need to see a future where your product is used by 80% of the general market. Rather, you need to see if a segment is interested in your product. If 40% of the market is very intrigued by your product, that’s great! It’s much better to have a plurality of the market highly interested in a product than 80% of the market ambivalent about the product.

• Beta Test A Version: If you haven’t perfected the recipe for your pickle soda recipe, don’t even consider promotion yet. You must have a great product before putting it on shelves and online. Be sure to get your product tested by a group of clients who closely resemble the groups you have researched within the market.

• Define Your Ideal Customer Profile: Who do you expect to buy this soda? Where do they live? What motivates them? How would they describe themselves? If you can’t answer these questions, it’s time to head back to the drawing board. Our fictitious soda maker has done their homework and knows that their ideal customer is a man 25-34, with a household income over $75,000. They personify their ideal customer profile by giving him the name ‘Jerry.’ Jerry is a free spirit who enjoys trying new things and is extremely open to new ideas. He’s also interested in art, indie music, and craft beer. You don’t need to know everything about your ‘Jerry,’ but you do need to have some basic ideas of what makes them who they are.

Answer Common Product Questions

Your potential users will have tons of questions about your product. This is good and natural! Who doesn’t have questions about the product they’re considering? Now, we’d recommend breaking this down even further. Determine where your customer is at the buying process and adjust accordingly.

These are the common questions you need to answer.

• What Is Your Product?

• How Will The Product Improve My Life? 

• What Are The Common Objections To Adoption Of Your Product?

Now, remember that these are questions you’ll need to answer at multiple stages in the buying process. Addressing these questions isn’t as simple as answering the question verbatim. Rather, you need to remember these questions throughout the sales cycle continually.

We recommend answering these questions in…

• Web Page FAQs

• Email Blasts

• Long-form Content

• Social Media Page About Sections

Retarget Product Perfect Users

Did you know that most consumption of any product is driven by a minority of consumers? Small but dedicated consumers take in the vast majority of any product, whether it’s wine, sneakers, or jewelry. You might at first think that your product needs to be widely used, but that isn’t necessarily true. Finding the right niche target audience and reaching them with the right marketing messages is actually the best approach. To do this, you need to research and define that audience and find the right ways to speak to put your message in front of them again and again.

Perfect Your Product Marketing Offer

Many brands will labor over their product’s design and expected promotion strategy without considering their specific offer to the customer. You need more than advertising talking points and a functional product to be successful. For best results, develop a marketing plan that will entice your prospects to convert.

We could spend a whole blog thinking through the best ways to design marketing offers, but here are some of our favorites to consider. 

• Discounts & Promotional Deals

• Introductory & Limited-Time Offers

• Preferred Pricing For Loyalty Club Members

Speak To Current Adaptors

There’s a hack that a lot of brands forget: your current customers are a potential resource for this new product! If anything, they’re the best place to turn to. After all, they’re already using your product and know your brand. Reach out!

There are a few places we’d recommend starting.

• Were Your Customers Included In Beta-Testing Or Planning The Product? They are probably excited to hear about the finished product!

• Are Your Customers Interested In The Product? Utilize your existing CRM data to send out a promotional email blast to drum up some interest.

• Does Your New Product Work Well With What They Already Know And Use? Let’s say you’re segmenting your CRM audience by the type of cheese they purchased if you’re an artisanal cheese shop. Let’s say you also sell wine. By looking at the cheese they’ve purchased in the past, you’re able to recommend and promote the wine that might match their purchasing habits. This wine-and-cheese example is simple, but the same is true of even more complementary tech products. Think of a mousepad or computer case designed for the exact model computer you know your customer has. We encourage you to think of opportunities to upsell and cross-promote within your user base and your specific context for optimal results.

• Could Your Users Help You Promote The Product? Social media raffles are a great way to get some free publicity. Ask your followers to post a picture of themselves with your new product and a certain hashtag to enter into a raffle to win a certain prize. A little free reach on social media is a great way to get your product in front of my eyes!

Promote Your Product With JSL Marketing & Web Design

Are you ready to promote your new product? Turn to JSL Marketing & Web Design to help plan and execute your strategy! We can help you…

• Research Your Target Demographic

• Analyze The Market

• Promote Your Product

• Craft A Product Review Strategy

Ready To Get Started? Fill Out The Form Below & Get In Touch Today!