Понедельник, 14 Ноябрь 2011 00:00

Five Marketing Lessons for Early-Stage Products

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1. Is your product right?
Have you developed a product targeted to your market? Just because your idea makes sense to your colleagues, would it make sense to your potential customers? Working in Kendall Square is a blessing, yet most people here are early adopters - particularly entrepreneurs working in tech start-ups - which is not Pixability’s main market. When we discuss our ideas with our neighbors here at the Cambridge Innovation Center, the results are not necessarily representative of our product’s potential usefulness for our customer base. Remember: it is not about you, your great team, or your super intelligent friends - it is ALL about your customers and prospects. If there is no need for your product in your target market, it is very unlikely you will have a great marketing campaign.


2. Launching a new product is not the same as marketing a new product.
It’s vital to get feedback from your customers, but you should not confuse your product launch with your marketing strategy. If you have 1000 clients, do not blast them with requests for feedback. Choose your beta users carefully - and make it very clear to them that they are beta users - and then collect data from them on what you could improve or if your product is ready to be more widely introduced. If you start off with a bad marketing campaign for your new product, it will be very hard to recover.

3. Build relationships with the media.
You think your product is cool and everyone will love it the moment you announce it. Well, be ready for disappointment if you have such an approach. We aim to develop services and products that change the world...but there are MANY of us. Journalists are surrounded by people who want them to tell their stories. Respect journalists’ tough profession and learn to understand them. See if you can help them when you don’t need them but they might need you. It is about building relationships.

4. Don’t get too worked up about your competition.
You should know what your competition is up to, but don’t lose sleep over it. You did your research and you have a great team, so focus on developing and marketing a product that you believe is good and will benefit people. It’s hard not to get frustrated when you hear your competition announcing new successful partnerships and getting mentioned in a media unit you’ve been targeting for months. But life goes on. Do your best, and your chances for success will increase.

5. Marketing a new product is like dating.
It takes time to fall in love; give your prospects time to fall in love with your product. It’s tempting to have a one-time announcement and make one big event out of it, but building suspense is often a better approach. It gives you time to evaluate if the response is likely to meet your expectations. It also makes your media friends much happier; you’ll share information with them that is truly exclusive - that is what is important to them.

We’d love to hear about your experience marketing new products for growing companies. What worked best? What makes people fail?

Прочитано 6571 раз Последнее изменение Понедельник, 21 Ноябрь 2011 02:24
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