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Planning
Positioning
Execution
Positioning
"Positioning is not about features and specifications,"
says Goozé. "It's the core message that differentiates
your product from everything else in the marketplace. A unique
product identity strengthens the market's perception of your
product and in turn reinforces your company's overall positioning."
To make sure everyone is working toward the same goal, certain
milestones should be established:
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Have we identified all necessary
launch channels? |
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What number of new products do we plan
to sell by a specific date? |
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When will the product be ready to launch
at a national trade convention? |
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Are sufficient stocking orders placed
with key distributors? |
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How can we grow the product
into a 5-10 percent market entrenchment by a specified
date? |
"Break down every conceivable launch component,"
Webb says. "Identify customer databases where appropriate.
Send new product samples to industry and trade publication
reviewers. Do everything necessary to create a strong, functioning
life-support system for that product."
Planning for these activities should be as simple as possible,
he adds. "We're not talking about writing a 50-page launch
overview document. These tasks should facilitate the most
favorable deployment of the new product -- that's all."
Approaching the customer with the new product can be the
most delicate situation of all, which is why "having
your ducks in a row" is so important. If existing customers
encounter design flaws in the new product, they may forgive
and forget (particularly if their relationship with the company
is strong enough), but it's unlikely new customers will feel
the same way. Also, the new product may not be the right "fit"
with all of your current customers. Preparedness reduces the
risk that the company's credibility may be damaged by missteps
at launch time.
"In order to establish the new product's identity in
the marketplace, the core message must be repeated over and
over again," Goozé notes. This requires consistent
positioning within all of the company's marketing communications,
including:
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New and current product literature |
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Press releases |
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Product specifications |
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Sales presentations |
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Internal communications |
Goozé draws a distinction between advertising and
public relations. Public relations presents the new product
as "news" which, he says, "is viewed as impartial
and more reliable than advertising -- even if the news is
only a company press release printed verbatim."
Advertising, on the other hand, is aimed at presenting the
product (specifically, its features and benefits) in the best
possible light.
"These promotional tools are most effective when used
in tandem. The goal is having each activity reinforce each
other to influence the market and your customers."
Beyond issuing press releases, look for unique angles to
interest industry opinion leaders, or try placing stories
about how the new product benefits customers in trade publications.
"Exposure to your product via both advertisements and
public relations generates greater mindshare and higher perception
in the marketplace," Goozé says. "Success
breeds success."
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