All Posts by Kelly Stark

10 Successful Product Launch Strategies

product launch strategiesOk, you’ve worked hard to develop a good product, now its time to let your secret out. However, no matter how great your product is, it can’t speak for itself. So here’s 10 product launch strategies we’ve learned over the years of doing technology marketing and technology PR with companies such as Texas Instruments, IBM, Micron, Xerafy, Geoforce, and more.

1) Clearly define your target market and target buyer

Most clients try to fit their product into several different markets and end up diluting their marketing effectiveness. We recommend establishing a targeted B2C or B2B marketing strategy.

2) Interview your target buyer

Find out how your audience gathers information to purchase your type of product. You may just wind up making a sale and saving yourself $$ on unfruitful marketing tactics.

3) Talk about your target customer’s benefits – not product features

Sure you want to brag about your new product features. However, most companies fail to connect the dots on how the features translate to benefits for the buyer.  Your marketing brochure needs to focus on the benefits for the customer versus product features.

4) Go beyond the brochure

Create web-based content that explains your product in relation to the application and benefits for your target customer. Consider hiring a high-tech writer who can clearly, professionally and engagingly describe the benefits of your product.

5) Explain how it works with video

If a picture speaks a thousand words, than a video is a million words. The best way to demonstrate your product is through videos. See our explanation videos for product launch strategies to help your customers learn about your product.

6) Add calls to action

Provide a path for customers to learn more about your product on all customer touches. Add links on email communications, website home page and product pages that offer samples, demos, free trials, etc.  Don’t expect the customer to click on the “contact us” button.

7) Press Release

Product announcements make good news but customer testimonials create articles and leads. If possible, send early samples to prospects in exchange for press release quotes. Providing real value is the first step in getting good technology PR.

8) Expect to cannibalize existing sales.

Don’t expect a new product to just generate new sales leads. Most people interested in your sales launch are likely already in your sales funnel. Go ahead and use the product launch as a way to reconnect with old prospects and customers.

9) Create a detailed product launch plan

Details and timing are critical to a successful product launch, so its essential to have a good marketing partner that can plan out and focus on marketing tasks when the project manager is still busy handling the product release.

10) New product documentation and training

Lots of product launches focus on the announcements but fail to completely release the product. Make sure your new product has a data sheet, user guide, manual, and training resources. In many cases, poor customer support will have as much impact on new revenue as poor sales support.

New Gmail Tabbed Inbox Spells Trouble for Email Marketers… And An Opportunity!

Gmail Tabbed Inbox Video

Gmail Tabbed Inbox Video

The tabbed inbox feature of Gmail is making a lot of news of late. It is a feature in Gmail’s webmail client and other Gmail apps for Android and iOS that sorts email by their content type and then automatically relocates the message from the inbox into one of four tabs: Primary, Social, Updates and Forums. The Primary tab displays messages from family and friends; the Promotions tab receives deals, offers, sale and discount emails; the Social tab is for messages from social networks, and the Update tab is for receipts, statements, bills and other similar stuff.

For B2B email marketing, the main fallout of the tabbed system is that newsletters that would have previously caught the eyes of email readers by getting placed in the inbox no longer get that privilege since they are now being automatically placed in the Promotions tab.

The system is good for users, but for companies pitching to Google’s 425 million Gmail users it is bad—very bad. The Promotions tab (and other tabs) creates a blind spot for many users. Even if users do see the tabs, they might be much less inclined to click on them to find the latest news from their favorite company. Newsletter open rates are therefore bound to decline.

On the other hand, even when a newsletter is opened from the inbox section, the user does so mechanically, often without bothering to read the content. With the new tabbed inbox feature in gmail, only users who are actively looking for promotional offers will go to the promotional tab and open those messages. The likelihood of a click-through from newsletter to website will consequently increase for those users perusing the promotions tab.

It is important to note that these changes only affect gmail users who access their email via Google’s email web interface. Business-to-business email marketing accounts will not be affected by this change, nor will gmail users who access their email using third-party email applications such as Outlook or Mac Mail.

Forward Vision Marketing helps companies develop well-designed newsletters with reader-relevant content that generate increased brand awareness and drive website visits. Learn more about our B2B email marketing services here.

Explainer Videos Engage Customers

Are you having trouble with getting your point across to your potential clients? Is your website suffering from high bounce rates? Have you finally discovered that those big long paragraphs are almost never gonna get read?

According to the Associate Press, the percent of words read on an average (593 words) web page is only 28%. It is obvious that your products won’t get explained in the best way with those 28%. And as attention spans of online users become shorter and shorter, there needs to be a new way for companies to market their products and enhance the online experience for customers in an engaging way. This is especially true in the world of technology marketing, where products can require significant explanation for a typical internet user to understand what they do.

In case you haven’t heard, animated explainer videos are the new rage in online video marketing these days. The average length watched for a single internet video is about 3 minutes, which could cover all 593 words of your content. Plus, compared to words on a page, explainer videos can provide a much more interesting experience and possibly a more lasting impact.

If you are now seeking a way to create an explainer video without blowing all your marketing budget – fantastic! You’ve come to the right place. At Forward Vision, our mission is to provide eye catching technology explainer videos at the absolute lowest prices.

Check out our video portfolio with animation styles ranging from standard hand crafted, advanced hand crafted, motion graphics, and live action graphics.

 

Creating Explainer Videos

The process for creating a technology explainer video is simple:

  1. Tell us about your business
  2. We develop a draft of the script
  3. You provide feedback
  4. We adjust the script and write up the illustration ideas.
  5. You provide feedback
  6. We illustrate
  7. You provide feedback
  8. We shoot and edit the video and record the voice over.
  9. You provide feedback
  10. We deliver your video in HD format or any format you require.

 

Once we begin your video, the turnaround time is typically 3 weeks.  So contact us now to get started!

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