Every new launch requires a strategy and a product marketing plan , since only in this way can we coordinate the impacts to make it receive all the attention it deserves and start the market on the right foot. As with marketing plans in general, the service or product marketing plan must contain all the necessary information and resources so that nothing catches us unprepared. To help you, we have prepared this checklist with 5 essential steps that you must have covered before launching.
Checklist: the 5 key steps of a product marketing plan
1) Identify your target
Before launching a product or service on the market, it is important to clearly define who you are targeting. Therefore, the first essential step in your product or service marketing plan should be to develop a detailed buyer persona. A good buyer South Africa Phone Number List persona not only includes demographic information, but also data on the interests and motivations of your audience, the challenges they face and the reasons why your product or service can help them overcome them.
2) Define unique sales pitches and messages
To successfully launch a product or service, you have to be very clear about how you solve customer problems and what differentiates them from other products available on the market. To do this, we have to sit down and think about the key messages and differentiators that we want to highlight during the launch. These messages will define conversations with the media, potential customers, industry analysts, and other influencers.
3) Create a database of media and influencers
Once we have well defined the audience we are targeting and its key messages, it is time to decide which are the media, journalists and influencers to whom we will direct our communications. Although it is always a good idea to have a varied media base that includes the reference sites of our target, we must always bear in mind that we have to be critical and address only those people who are truly interested in the product or service.
4) Train company representatives
For the communication to be organized effectively, it is advisable to select a handful of people to take care of the interviews and articles related to the launch. It is best to have both product experts and managers. As part of your product marketing plan , make sure you are clear about who these people are and that you go over the key messages to convey with them.
5) Plan your content marketing activities
The content marketing is a key element to support the l anzamiento of new products or services and continue to communicate key messages. So before launching, you need Phone Number List to have a variety of materials ready such as technical spec sheets, video demos, blog articles, website content, and media presentations. This way you will have completely designed your marketing plan oriented to a specific product or service. You may have to design a specific one for each release you have.