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Michael Kapp has 20 years of high tech product marketing and product management experience and is currently VP of Marketing and Product Mgmt.
How To Market A ProductFacebook AdsThe very first thing that I will do to market my product is to use Facebook ads. At the 2011 Consumer 360 conference in June, Nielsen shared their new approach to product innovation. As marketers and consumers, we have seen new products come into the market and quickly exit the market. While the traditional metrics (purchase intent, uniqueness, value, etc.) are still important, they don’t guarantee success. Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. With consumer focus on value and customers wanting to drive differentiation, there has never been a bigger opportunity for challenger brands and private label brands to succeed together in the consumer packaged goods marketplace.
Product Market Mix Strategy - Ansoff drew up a growth vector matrix, describing a combination of a firma€™s activities in current and new market, with existing and new products.
Market Needs – From your experience with early customers you will be able to articulate the unmet needs in the market related to your segments (and beyond). Sales Strategy – How the company will sell the product including the channel strategy (if applicable). Sales Process – The sales process is the detailed step by step process that a prospect goes through on the way to becoming a customer.
Market Strategy – The market strategy is a higher level view of how the company plans to scale in the market from early adopters to a broad market, including the segments to be targeted and in what order. Retention – The plan and budget for tactics aimed solely at retaining existing customers (really important for SaaS offerings). Messaging – This includes the company messaging, product value proposition, company and offering stories, responses to common questions, objection handling and reassurances for perceived risks. Sales Tools – Includes presentations, demos, data sheets, brochures, ROI calculators and other tools that are used to help customers make a buying decision.


Media Outreach – Actions, programs and tactics related to working with reporters, writers and bloggers. Funnel Optimization – The ongoing process of tracking and analyzing each stage of the sales funnel with the goal of making incremental improvements. The reason I would use Facebook ads before anything else is because they are easy to track, they are cheap, you can customize everything that you need and best of all Facebook has almost a billion people on the site.
This is a hot topic for most companies as significant marketing dollars are put against new product launches while only 10% typically have a chance of succeeding. Nielsen’s new approach outlined  twelve steps to consumer adoption that must be successful. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth. Why execute your product launch using mass marketing and advertising when you can leverage trust and credibility through influencers. You should subscribe!  You can sign up for email updates, subscribe via RSS or follow me on Twitter. Our eBook explains how and why influence marketing can be crucial for the success of your next product launch. This is a huge number and if you can market your product to even a small fraction of that number, then you will be doing really well.
A lot of people are creating new E-books but the biggest problem they have is they don’t know how to market it. Marketing a product will take time but with Facebook that time is cut in thirds because of how much traffic they get.Twitter UpdatesIf you have a Twitter account, then you are hopefully doing updates on a daily basis. What you need to understand is that if you don’t know how to market your new product, then there really is no point to even make it.Something that I would highly recommend is before you ever create a product you should first come up with the marketing plan for it. The nice thing about Twitter is that you can give a little introduction to your product and then a link pointing your following to it.
This is something that most people don’t do and that is why they have trouble selling the product that they just spent weeks or even months on.
A lot of people use Twitter for the wrong reasons but if you do things right, then you will see some traffic and hopefully sale from it.


Trust me, you will be better off creating a marketing plan than putting another hour or two into the product itself. Just remember that not everybody has a Twitter account and most people don’t use it on a daily basis so you will have to send a few updates at different times to ensure that all your followers see your update.EmailsDo you have an email list? When you create a product you can always give updates to it, with your marketing strategy you can’t do this. The best part about emails is that you can send an email to your list as many times as you need to in order for them to see it. What most people don’t realize is that sending somebody an email will be much better than getting them to show up on a site all the sudden because with an email they will know who you are and what you have to offer before even opening it up.
This is why using emails is a great way to market a product.Guest PostsAnother thing that you need to do in order to market your new product is to get other people to know about it and the best way to do this is through guest posts. The nice thing about doing a guest post is that you don’t have to worry about promoting to the same people over and over again. With a guest post you will be promoting your product to people that you don’t know and who probably don’t know you. Doing a guest post is also a great way to show that you are an expert in your field and this will make it a lot easier to sell something to somebody you don’t even know.BlogThe last thing that I would do to market your new product is to use your personal blog.
The best part about using a personal blog to get more sales is that you will probably already have a following and that means that you will be able to turn your following into money.
Trust me, using your own blog to promote your new product may seem like too much but your readers want to know about what you have been doing too.Another thing that you can do if you have a really good product is to enlist the help of affiliates. This is something that is a great source for marketing later on but for right now you should stick to the methods above. Just know that in order to make any money from the product that you just create you will have to market it somehow. My advice is to make sure you are using every marketing technique that you can in order to make the most money in the shortest amount of time.



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