Question

Topic: Strategy

Launching A New Product

Posted by Anonymous on 11/12/2008 at 11:34 PM ET 250 Points
I am launching a video e-mail program.
The customer signs up for a certain number of videos in one year. They then select the template they want to use as background for the video, record the video, and I package it, send out to the designated audience, and track the results.
I would like to be sure I am launching this properly.
1. I have sent out letters w/ brochure.
2. Next, I will send an email video describing the program to my suspects, and
3. I will soon launch a series of webex's to explain the program.
4. I have submitted a press release to PR Web. Am I missing anything that can help me raise awareness for this new offering?
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RESPONSES

  • Posted by Inbox_Interactive on 11/13/2008 at 6:40 AM Member
    Is this your own proprietary product, or are you reselling another company's service? Are you an affiliate?
  • Posted on 11/13/2008 at 7:19 AM Author
    Yes, this is my proprietary product, and yes, I use other vendors as pieces of the delivery process. This is my trademarked product. It's a product in that it is "packaged" for the customer. It's a service, as it is delivered via email and technology. I hope this makes sense.
  • Posted by Jay Hamilton-Roth on 11/13/2008 at 8:15 AM Accepted
    The biggest obstacle will be the companies recording the video. It's hard to produce something professional unless they've got a good camera, lighting, sound, and a script. So, if you can provide taping tips, that would help them a lot.

    Also, what will make video a better choice for their needs? Do you have case studies showing that video emails get opened more, are remembered more, and/or convert more readers? If not, why should they take the plunge?
  • Posted on 11/13/2008 at 8:34 AM Author
    Thanks for asking. Great Questions: Yes, I have statistics both on my website and the brochure. Yes, I have taping tips. My promotional video explains why video is a better choice. Thanks - great questions!
  • Posted by Frank Hurtte on 11/13/2008 at 8:40 AM Member
    I would suggest a very low cost/no cost trial period. This is similar to the approach used by constantcontact, surveymonkey and a number of similar service offerings. This gives people a small and introductory view of the product.
  • Posted by sl/fc on 11/13/2008 at 9:33 AM Accepted
    With any new products, it is best to test your product in the market place for their reaction, often overlooked shortcomings, pricing, develiry ease, etc. Then redo your package, then retest to another set of users. it doesn't have to be huge but it is important to do this with different set of audiences before you launch the program.
  • Posted by Inbox_Interactive on 11/13/2008 at 9:43 AM Member
    Are you actually embedding a video within the email -- that is, it plays within the email client, like Outlook -- or are you simply sending email with a link to a video?
  • Posted on 11/13/2008 at 10:43 PM Author
    Yes, the email is linked in the background but it plays within the email client.
  • Posted on 11/14/2008 at 10:42 AM Author
    Thanks for the response on the trial....I am wondering how I could offer a trial....The product is the video. So how do I offer a trial? It's not really a monthly service, where I could offer one month at no cost. The end product (one time) is the product. Any ideas on this? I appreciate your perspective!
  • Posted by sl/fc on 11/14/2008 at 10:47 AM Member
    think about who would benefit from this and has a large audience. typically a B2B set up where they can give you a huge list of referral, or branding your name on the video itself. Usually a large organization (depending on your target audience) that you are offering this to them for your promotional reason and they will have a large benefit from teaming up with you.
  • Posted by Mikee on 11/15/2008 at 10:28 AM Member
    Are you providing the email lists or to the clients provide the addressees? It seems that you could get blocked in spam filters at the ISP level which would damage your success rate for all clients. Think about how you will be sure to not get your domain blacklisted.

    Mike
  • Posted on 11/15/2008 at 9:04 PM Accepted
    If you can identify a few thought leaders ... perhaps advertising agencies or others who have clients who might want this product/service ... it might be worth giving them "free samples" to send to their clients.

    And I presume you've already created a promotional video of your own so that you can demonstrate the product.

    I have a few very specific ideas for you if you'd like to discuss them off-line. (One is a client who is about to launch a new product/service and for whom this might be very interesting.)
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