| One of the problems you'll find with most product | | | | example, without a 220v adapter. Identifying your |
| launch marketing strategies is that they're not | | | | product's benefits is essential to a successful |
| designed to focus on the core market. Rather, they | | | | strategy. |
| are loosely aimed at a more generic audience. They | | | | Staying on Message |
| try to create a universal strategy that will fit any | | | | Your marketing message then needs to be |
| customer in that niche. The fact of the matter is that | | | | consistent not with your product but with the |
| you need to take some time and specifically craft | | | | benefits it offers. Don't allow your marketing |
| your product launch marketing strategy in such a | | | | message to veer off onto some tangent. Push the |
| way that it complements and builds momentum | | | | benefits. Give real life examples of these in action. |
| towards reaching your marketing objectives and | | | | Mention the features and their advantages but above |
| fulfilling the needs and desires of your core market. | | | | all relate the benefits back to your core market's |
| Understanding Your Core Market | | | | hopes and fears. |
| If you're going to have a successful product launch, | | | | Every tagline you create, every email you send, |
| your product must be designed around the your core | | | | every web page you create should be driven by this |
| market, not the other way round. You need to climb | | | | simple message: "here's how your life will be better if |
| inside their heads and find out what makes them tick; | | | | you buy this product." |
| what they fear; what language they use and what | | | | Laser Targeted Product Launch Marketing Strategy |
| they wish for. Only then, will you be able to craft | | | | By being disciplined and ruthless about staying on |
| your product to deliver the benefits required. | | | | message, by speaking to your core market using the |
| You need to understand your product's benefits. | | | | language that they use, by striking at their mental |
| What exactly are benefits? They are all in the mind. | | | | triggers - their hopes and fears- your core market will |
| They are emotional rather than logical. So benefits | | | | realise that you understand them, that you are in |
| are things which will engage with your buyers | | | | fact one of them. |
| because they resonate with their hopes and dreams. | | | | For example, if you're trying to hit a teenage and |
| So, for example, let's say you've invented an electric | | | | young adult demographic, you're likely to include |
| razor that recharges its batteries using solar power. | | | | MySpace as part of your strategy. You will use |
| How will this benefit your customer? Well, for one, it | | | | phraseology and the slang that they use to push the |
| allows him to not worry about finding an outlet to | | | | benefits of your product, |
| plug in. It allows him to look good anywhere and | | | | Only this way will your product launch marketing |
| anytime. It also allows him to go on holiday, for | | | | strategy reach your marketing objectives. |