Imagine that you and your product team have just spent months working on a new, state-of-the-art product. Everything is ready, and now all that’s left to do is getting it out there. What do you, as a product owner or marketer, actually do to make it happen?
This is a tough question because it’s a tough thing to do. Or, rather, it’s tough to introduce a new product efficiently and have it be well received on the market. Why we’ve looked at some great tips from Entrepreneur, and handpicked a select few to work from and add to.
5 tips to introduce a new product successfully
1. Check the competition
Before you get your product out you may need to know what other, similar products are out there. Here, it’s a good idea to look at what your competition is doing, how they’re marketing their product and where they’re positioned.
Knowing what your customers might choose instead of your product can give you more information on how your product compares. Which can also give you an idea of what to underline and include in your marketing, to make sure that customers actually end up picking your product.
2.Look at your ideal customer
Looking at your competition is good, but looking at your customers is a necessity. After all, you need to find out who you’re going to introduce your product to. Where you can find the accounts or prospects who represent your ideal customer for this specific product, and ask questions like:
- What type of companies do we want to sell to?
- What exact companies do we want to sell to?
- What companies are likely to buy our product?
- What pain points does our product adress?
- What companies have these pain points?
This will give you a nice list of existing customers and prospects to go for, and that you can use as a basis to find others. Which will give you a solid foundation for getting your product out to the right people.
3. Create a message and choose channels
When it comes to finding your value point and overall “why”, it can help a lot to look at what you’ve found so far. Using it to create a pinpointed message for the group of customers or prospects you’ve identified as valuable and likely to convert. You (or your marketing team) will also need to create a bunch of marketing material to go with the product and that’s suited for the audience.
Remember, while it’s crucial that the material and content fit the audience, the same thing applies for how the material is packaged. Where, for example, our SP_CE Showroom can let marketing design a digital space around the product. A space that highlights the exact right content and material and can be used as a kind of packaging machine for your product. While also working as a marketing channel – either on its own or together with, for example, a social media effort.
4. Introduce your product internally
If you’re going to have an outbound strategy where your own sales organization will reach out to accounts and prospects, this is an absolute necessity. After all, sales reps need to have a great understanding of the product they’re about to sell before they get started. Preferably, they should get all the information in an easy-to-digest manner, so that they can quickly go through and grasp specifics as well as the value point.
The exact way of introducing a product internally can depend on your structures and size, but one way to go about it is to use our Showroom here as well. As it lets you introduce your product to sales with a simple click.
5. Keep your message consistent
Now it’s time to introduce your product to the greater market. Here, it’s a good idea to make sure that sales and marketing are aligned and that your message is consistent. I.e. no matter what team is working to get your product out – and what channel they’re using – the message and content should be consistent. Which can not only make your sales soar, but will also help up your customer experience as they get the same experience no matter where they interact with you.
Do you want to know how our Showroom can let you keep your message on point and introduce your product without delay? Contact us for a demo and we’ll show exactly how it works.