It is quite possible to bring a new product to the market in such a way that very soon it begins to occupy a leadership position. To do this, you need to develop the right strategy for promoting a product that is still unknown to anyone.
It is necessary
- - mass media services;
- - information about competitors;
- - improvement of a new product;
- - knowledge of the basics of PR.
Instructions
Step 1
Define your "enemy". It could be a competing company or product category that is interfering with the success of your new brand. For example, if you sell Pepsi, then your enemy is Coca-Cola, etc. Once you have established an enemy, you can begin to develop a targeted strategy that is the opposite of the "enemy" one. When Procter & Gamble introduced a new mouthwash to the market, they identified Listerine as their enemy. And since it produced a similar product with an unpleasant taste, Procter & Gamble positioned its product as exactly the same, but with a pleasant taste. And thanks to this, she has achieved incredible success.
Step 2
Create a "leak" about a new product. The media love various behind-the-scenes stories about those events that will only ever happen. Especially valuable if it is exclusive. This is how Microsoft brought the Xbox game console to the market. Information dissemination began 18 months before the official launch of the product. Hundreds of articles have been written about Xbox and the upcoming tough battle with market leader Sony's PlayStation. This move was a huge success.
Step 3
Build up your PR campaign. The gradual promotion of brands contributes to the fact that consumers learn about services and new products every day. A small note in the newspaper news today, on TV tomorrow, and soon the vast majority are convinced that they have always known about this product. But since consumers tend to ignore advertising information, the new campaign must be powerful enough and memorable, rise above the "noise level".
Step 4
Improve your product, declare this in your advertising messages to the consumer, but do not be unfounded, so as not to incur the righteous wrath of critics. Work conscientiously, and then success will not be long in coming.
Step 5
Improve your message to consumers. In advertising a product, concentrate on one of its main qualities, which prevails over all others. For many years Volvo has advertised the durability and toughness of its vehicles with a range of characteristics. But when an advertisement appeared in the media focusing on the safety of cars of this brand, talking about three-point seat belts, front and rear crumple zones, a reliable steering column - sales skyrocketed. In the end, Volvo switched all of its commercials from toughness to safety.
