Factors Considered When Launching a New Product on the Market

When launching a new product, you have to make sure that your launch sequence appreciates the decision making process of your prospective customers. Avoid flashy, salesy launch sequences that repeat the message “buy my stuff” over and over. As you create your campaign, consider these two factors.

Factor #1: Customers do not buy your product just because you made it. Customers buy your product because it solves a problem in their lives.

Factor #2: Few people are going to buy your product the first time they hear about it. You have to give your marketing efforts time to take effect in your prospect’s mind.

Because of these two factors, your launch campaign has to acknowledge where your potential customer is in the buying process. Let’s take a look at the steps of the buying process:

Step 1: Awareness. This person has heard of your business, but may not know what you do. You did something right, because your business is familiar to them. Your responsibility is to encourage this person to learn more about your business by visiting your website or trying a sample.

Step 2: Interest. This person has taken a step to engage with your business. He has requested a free trial, come to a free event, or is a referral from another customer. This person is aware of what you do and has shown a level of interest that goes beyond casual awareness. Your responsibility is to better understand this person’s needs, offer an intelligent solution, and request the opportunity to follow-up and discuss further.

Step 3: Prospect. This person has given you permission to follow-up with him. He signed up for your newsletter or provided his contact information for a return call. Your job is to contact this person, establish a connection, and help them see how your product solves their problem.

Step 4: Customer. This person purchased something from your business. He decided that your product solves his needs and wants to put it to use. You have made the all-important first sale and now your job is to stay connected, collect survey feedback, and improve the buying experience.

The Changing Role of Product Managers and Brand Managers – Are They Green Enough?

The Product Manager and Brand Manager functions are very critical to an organization. These are the micro level strategists, the nerve centers at the product or brand level that can engineer the success and failure of a brand or product line.

The product and brand manager terms, though used synonymously, there is a slight difference in them, because the product managers seem to get involved in the product strategy much earlier than brand managers. The brand managers seem to get involved a bit later and some of the technicalities of the product are decided much before they get into picture. This would depend, to a large extent, on how the organizations look at the data. Not all organizations are willing to share all the data with the product managers or brand managers. Therefore, they may keep them out until the product is designed or formulated and the costs are worked out. We can also notice that a product management sounds more generic that include many brands where as a brand is more specific. But brands too have their lines though not as big as product lines.

Whatever may be the term the product and brand manager functions have been recognized as vital functions of an organization, the main liaisons in an organization linking all the functions and coordinating and guiding them to make certain that they remain within the strategic frame work developed based on the market analysis. Thus today, as in the earlier days product managers get involved in the market research, identifying market needs and segments, developing marketable product specifications, keeping quality, cost and profit in mind, develop a positioning and communication strategy, train the sales team and follow up on the launch process until the product gets stable in the market place. This is a daunting task the product managers dealt with. To be effective in technical products, the product managers needed to have technical back grounds too.

Some thought that the Product Manager will fade away as time evolves, but as time passed on, the marketing function got more and more competitive due to increasing number and diversity of the products, the more aware complex manager and the highly aggressive competitors in the market. No sector is an exception to it. It is precisely because of this trend the product manager; brand manager functions now became relevant even in service sectors like banking and finance, tourism and many more.

Product and Brand manager positions may be relevant even today, but have the organizations thought over the relevance of their job descriptions? There appears to be a lacuna in organizations coping up with the new challenges in the ecosystem. It appears that even at the corporate level, organizations are still grappling with the concept of sustainability and seem to prefer to live in the hope that “sustainability” is a fad, a passing notion that will disappear as something new comes up. Looking at the issue purely from corporate profitability perspective, a priority for the share holder, anything that calls for huge investment and risky track will need some deep thinking before a change is made.

The basic questions are -will sustainability disappear, is it a fad that will be run over by another mighty one and can organizations afford to wait? Growing evidence seems to indicate that it would not be possible. Increasing pressure from nations on carbon rating, biodegradability, recycling and environmental consciousness it appears that it would be difficult to whisk them away. The environmental lobbies are stronger now, and the consumer is willing to listen to them. The consumer may be compromising with environmentally insensitive brands and organizations, but deep in his mind there is a preference for more “safe product”. There could be a day when the labeling products with environmental safety index would be a statutory requirement and precautions might appear in the advertisements and labels as subscripts.

This is where corporation need to be alert and slowly begin to implement, if not already done, with more sincerity the “sustainability” thinking and instill it in all functions.

There may be a need for sustainability managers who along with quality manager can promote sustainability, environmental friendliness and green consciousness among the product developers, designers and strategists.

The change will have a substantial impact on the product manager function. The new product manager and brand manager must take into consideration the environmental friendliness and organic component in developing a eco friendly version of the product.

Apart from the ecological challenges the product managers also face a new and emerging challenge from the changing media habits of the consumer. The new consumer is not the earlier consumer any more, getting his information from news paper, magazines or television or movies. It is much more diverse mix now with MP3s, blogs, internet advertisement, U-tubes, mobile phones and social sites exchanging information. Now the brands need to be more ubiquitous in their media presence.

Being merely present is not enough. Here, distinction must be made between” presence” and “present”. Many brands tend to be present than creating a presence for themselves. Creating a presence in this new ecosystem calls for strong ecologically flavored brand values, a clear implementation of the values in the design process and packaging, and communicating them effectively to the consumer. Who can do this better than the product manager or brand manager?

Some might argue that the segment is pretty small to be alarmed about it at this stage. Such segments tend to be small but their impact is high enough to make neutral consumer walkway from the brand towards more eco sensitive, green brand at the retail shelf. Who knows, this could only be beginning of the end.

Best Web Site Promotion – Finest Web Site Promotion Tips and Tricks

There are so many strategies for promoting a web site. Actually, there are no set rules on how to advertise and promote online. But depending on the industry that you have and the mix that you have tested, you can be sure that you will be able to let your web site be known.

Here are some tips to make sure that you would be able to promote your site efficiently.

1. You would easily promote a web site that has quality content. This should be your focus. If you have great contents, then promoting it will become easier on your part. The site will sell by itself since it is worth visiting.

2. Keep updating your web site. Whether you update the images, articles or pages of your site, this would do the trick. This means that your visitors will have something to discover or explore once they visit your web site.

3. Adding links to your site would also make a big difference in your business. You would be able to be popular in the search engines as well as to many people. They would be able to reach you easily just by clicking all these links.

4. Use specific mete tags. It is important that you use these keywords but do not use generic ones. As much as possible choose phrases so that you would get targeted visitors to your site.

5. Use affiliate marketing. As they say two heads are better than one. So if you work hand in hand with other companies you would not be left empty handed. You will still earn anyway.