A new product launch requires a new product marketing plan. Here are some get steps in a new product marketing plan that gets attention.19
The first step: pay attention to timing. In the professional cleaning industry, it is best to introduce a new product two to four months before the ISSA tradeshow.New
The next step is advertising. Again, it should begin two to four months before a major tradeshow. A successful new-product launch is dependent on effective advertising. To do it cost effectively, select those publications that have proved the most successful in the past for advertising. Also, don’t forget online advertising. Some manufacturers and other organizations have had amazing success placing banner ads and using other online advertising techniques.
The third step is PR/communications. As advertising winds down, PR should be amped-up. PR is the follow-through of a new-product announcement.
At this point, end customers have likely heard about the new product and now want to see what it can do and how it can help them. This is best accomplished by placing credible, educational, “how-to”-style articles in major trade publications, along with press releases and case studies (reports of how people have put the new product to work and the benefits that have resulted) if they are now available.
As mentioned in another blog, Microsoft timed the release of Windows 95 so that it would get the most attention possible before major electronics tradeshows for the computer and communications industry.
Then Microsoft spent millions of dollars advertising the product, even purchasing the rights to the Rolling Stones song “Start Me Up” just for the product introduction.
And then it started a PR campaign. While consumers rushed to purchase the new product, business customers – the real bread-and-butter for Microsoft did not…until the PR campaign began. Once business purchasers read articles about the product and realized how Windows 95 could help them, they too jumped on the Windows bandwagon.