The Marketing Boutique

5 PR Tips For Your Product Launch

Do you have a tight PR budget for an upcoming product launch? Do you find yourself with no media contacts and with little to no brand visibility? As with many businesses today, you are probably wearing multiple hats, from the marketing manager, event planner to being your own publicists! Where do you start as you closely approach your product launch date? 

5 PR tips for your product launch:

  1. Social media: is an incredible tool for B2B companies, allowing you to share, connect and advertise your products. This includes creating a blog and building your online community on the right social media platforms. But here’s the thing, you need time to develop your community or invest in digital advertising. You may want to consider investing in Facebook, Twitter or LinkedIn Advertising for this product launch until you build a substantial following.
  2. Pitch Story Ideas To Industry Magazines: As you read this post, you probably also have your favourite trade magazine on your desk!  If you do, then get to know the magazine, what’s on their editorial line-up and do follow the editors on social media. Once you’ve done this, introduce yourself, your brand, send your press release and remember to follow-up.
  3. Grassroots Marketing: Solid public relations plans include being seen and heard from all sides. Your grassroots marketing can include local newspapers, schools, an event at a popular park, to contests on the radio. Do consider that a grassroots marketing program takes up more budget and resources. However, if this is your target market, then take your time and plan it out well. Plus, once you get local press, it can be easier to get national coverage. You can leverage this press for more press on a broader scale.
  4. Spend money on the right stuff: Any public relations campaign needs quality images and well-written content for your product. From videos, product photos, nicely formatted press kit, product launch event and story pitch are all essential elements for a new product launch.   
  5. Get creative: Speaking of spending money on the right stuff, you may want to consider different promotional tactics. Street performers, special packaging, contests and other promotional ideas should all be on the table for discussion to help create the best product launch based on your budget.

Bonus Tips for product launch

  1. Brand Messages: It’s best to take the time to clearly define the brand messages behind the PR campaign. Remember to highlight these messages throughout the campaign.
  2. Timing: Take advantage of special holidays and local events. You can leverage and gain brand exposure even if you are a B2B company. Or, create your own promotional week – there are plenty of opportunities to get your product out in front of your customer.
  3. Influencers: Popular online influencers or industry leaders provide the value to validate your product or brand and
  4. Create Great Content: Sure, you’re probably shaking your head and thinking, I know! But it’s worth repeating. Good content writing converts your website visitors into future clients.

Do you need some expert advice on how to improve your product launch strategy? We’re ideal for small businesses, start-ups and entrepreneurs who need a little or a lot of marketing services. Why not contact us and find out more at Info@themarketingboutique.net.

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ESSENTIAL Elements for Email Marketing Campaigns

Why bother knowing the essential elements for your email marketing campaigns? Here are some basic facts:

  • More than 50 percent of U.S. respondents check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands. -Hubspot
  • For every $1 you spend on email marketing, you can expect an average return of $32. -DMA, 2018
  • B2C marketers who leverage automation have seen conversion rates as high as 50%. – eMarketer

What these facts don’t highlight is the content. There are too many companies that use email technology to send out the usual message. Here’s a price promotion, buy now image, hey we’re at a trade show. Boring!

Email marketing is about the connection

Focusing on customer retention and business relationships are substantial investments for your business. Long-term business relationships help to keep your company stable during slow times, and one way is with your newsletter. Think of it as a compliment to your sales team activities and less expensive!

Focus on Customer Retention

It’s not always about price when it comes to creating loyalty. Open communications, customer support, and making a quality product are just some of the elements that help your customer to choose you over your competitor.

A newsletter or email marketing, however you want to call it, also helps in customer retention. Email marketing has been around for over ten years, and it still offers you the best dollar ROI and the most direct line of communication for turning leads into sales. So, don’t get lazy.

Facts About Email Marketing

  • Email marketing is used all around the world
  • Email marketing is personal, ability to tailor your message to the right audience
  • Everyone checks their emails
  • Gen Z likes newsletters & 73% of millennials identify email as their preferred means of business communication.
  • Social media and email marketing are best friends
  • 86% of business professionals prefer to use email when communicating for business purposes (Hubspot)
  • Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis than other promotional emails.

Provide value in every email campaign by investing in leadership thought articles, case studies and client testimonials. Create engaging headlines, and make it personal if the objective is to retain your customers. While email marketing is a business tactic, the content, headlines and calls-to-action need to sound – personal. Like, we’re talking one-on-one.

Learn Email Laws

Unfortunately, with all the spam emails we’re getting today, Canada and perhaps other counties too, have implemented email laws. Some Canadian businesses claim this law is anti-business and anti-competitive. I’ll leave that up to you to decide – just know one thing – if you are a Canadian business, you need to know this law. To start with, ensure your newsletter includes the following:

  • Easy to unsubscribe, the unsubscribe feature should be visible in your newsletter
  • Brief description of your company
  • Proof of their consent they did subscribe to your newsletter
  • Your subscribers do not need to tell you why they unsubscribing to unsubscribe.

Also, use email marketing technology wisely. Don’t buy lists. Instead, create high-value opt-ins, digital marketing campaigns, invest in social media and improve the SEO on your site to build your email list.

Creating Good Opt-Ins

Now that you’re going to build your list organically, you’ll need to create engaging opt-ins. If you’re starting your email marketing program, there’s no better time to create an Opt-In, combined with Facebook Ad to help build your list fast.

Other ideas to get your target audience to subscribe to your are:

  • Welcome gates: Personally hate these, I mean buy me drink first. You don’t need to listen to me after all these welcome gates are popular and they work! A full-screen, call-to-action appears when you visit a site. Usually, you can’t get to the content until to respond or click to subscribe or click on the no.
  • Facebook Ads: Do test different formats and offers. Case studies, cheat sheets, and other lead magnets do well to get people to subscribe to your newsletter. Before you begin, create a list for each value add and create a campaign around this segmented list.
  • Landing Pages: Invest in landing pages, and if you have the budget, invest in Facebook ads to promote the content offered on those landing pages. Hubspot recently highlighted that companies do better when they increase the number of landing pages to 15. That’s quite high, and it shows how competitive online has become. You’ll need content or an offer for each landing page. The point here is, each landing page needs to respond to a particular demographic, and thus, dedicated content and offer. Call it a niche strategy, digital marketing style!
  • About Us: Add a pop-up or a call-to-action on your About Us page. Abut us is a critical page, as it is the second more viewed page on any website.

Auto-Responder

Now that you’ve decided on what sales channel you’re going to develop, you’ll need to create a welcome message. There is nothing like being welcomed with more gifts, surprises and freebies. Impress your new subscriber with lots of value.

Make it Personal

Email as a communication channel is personal.

The Marketing Boutique

Because our guard is down when we are reading our emails, we tend to be more receptive as consumers.  As a result, email marketing is an intimate medium of communication. We as businesses, we should be more natural and warmer in our writing and tone in our newsletters and emails.

Conclusion

In the end, providing value is essential. Creating a definite benefit as to why your target audience needs to subscribe and delivering value in every email marketing campaign will build your email list. More importantly, taking all these steps will help with creating customer loyalty.

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When I meet clients to discuss their business blog, they are usually frustrated by the lack of interest and engagement their customers and audience have with their content.

I can certainly understand their disappointment. After all, with all the facts and positive reviews on the value of content marketing and how it can shorten the sales cycle and increase lead generation, why then it is more difficult for some companies to develop a successful content marketing program?

The number one reason is that their content is stingy.

Read More

There are early warning signs. Because price wars just don’t happen out of the blue.  You won’t wake up one early morning, scratch your head and say, “S*%&t, I need to lower my prices!”

If you haven’t been following your competition for those early signals, you’ll miss all signs that a price war is coming! When you see increased advertising, larger booth space or aggressive price promotions, best to ask why these are happening. Take the time to investigate what those mergers and alliances in your industry mean to your business, and why your salespeople can’t close more details. 

To help you get a better understanding of your industry and market trends that could affect your pricing, do the following:

  • Follow the news
  • Track your competition
  • List to your customers
  • Conduct an annual SWOT analysis
  • Stay on top of trends and consumer buying behaviours

How to protect your pricing

There are other options such as marketing strategies, tactics, new product developments and loyalty programs) that your company can do to protect its profit margins. Remember, if you feel you need to match your competitor’s prices, you are contributing to the price war.  

Depend on your Marketing department for forward-looking research, early warning signs, and for this team to propose deliberate changes in your company’s position to help remove your company from a price war. Don’t have a marketing department? All you have is one person who creates brochures and updates the website? Hmm, that’s not good.

Don’t Compete On Price

Don’t ever compete on price, people will just think you’re cheap. More importantly, don’t depend on your sales team to dictate pricing. Even when they are complaining, “I can’t make my numbers, the competitor is lowering their prices”!  Do not say, “Match them!”

Instead, compete on product or service differentiation. Increase your advertising spend and add more services to your product. There has to be something that makes your company different and why customers buy from you, sell on that!

Be Cash Flow Positive

During a price war, you will win if you’re one of the larger companies that can sustain a price war or you’ll need to be cash heavy.

Track Your Competition and Industry

As I mentioned above, track, analyse, review your competition and your industry. This needs to be an essential program for your company!

Increase Good Will & Press

During a price war, this is the time to increase your brand visibility. Get interviews, promote what makes your brand different and promote why customers choose you!

When a  B2B company is not seeing results from their social media program, it is usually because of undefined objectives or a misunderstanding of how to use these platforms that will truly benefit your brand. Read More