B2B Marketing Ideas

When you introduce a new product or service to the market, you need to approach it as a separate campaign from your ongoing activities. After all, prospects or even your current customers won’t know about this new addition unless you to tell them. And you need to tell them often over the course of the first year to establish the new product.

Here are several items to consider in new product launch:

 

Branding

While you have established a company brand and possibly product line identities, the new product might need its own. Ask yourself:

 

• Does it need a name?
• Is it an addition to a current line or a new direction?
• Should it have its own logo?
• Do you have messages to promote its unique advantages?
• Does it need packaging?

 

Teaser campaign 

Often a successful product launch starts with a teaser campaign through advertising to provide hints or “teases” of the new product or service. Typically, a teaser campaign is 1-6 months. The benefits of a teaser campaign are:

 

• Creates awareness and curiosity about the product or service
• Builds anticipation in potential customers
• Promotes the new product before it hits the market

 

Launch campaign

Once the teaser campaign is done, you can begin the launch campaign. More than likely, it will utilize the same channels as your regular lead generation program. However, don’t let what you’ve done in the past stop you from exploring other options you may not be using. For example:

 

• Print and online advertisements
• Trade shows
• Press releases
• Direct mail

 

Need help with your sales and marketing efforts? Contact Conach.