Know-How Exchange : Advertising/PR

CopyCat with a cat logo hehehhe suggestion from a marketing student.

Best marketing tools? The ones that work.

Which are those? It depends on where you are in the world, your target market, your budget, your company (first time product or new product line?), your list, selling direct or through retailers, your key differentiators (for example: weight, recycled content, color), etc.

Dear Georges31,


"Launch of this new brand."

Which new brand? Your opening gambit is a tad vague!

Where?
To whom?
Against what competition?
In which market?
To achieve what goals?
In what time frame?
On what budget?
With what message, benefit, and value?
With what call to action?
With what reasons why?

I mean really, I could go on and on.

"What is the best possible marketing tools?"

To do what?
Where?
When?
To or with whom?
To what end?
With what ROI?
To address what demographic?

The last question you asked was about an airline. Now you're marketing paper. I'm just pointing this out because I'm wondering what you do, where do you do it, and for whom?

Gary Bloomer
Wilmington, DE, USA

I'm lost, just like the others here. We need to understand your objectives, your target audience, your product's unique benefit-oriented positioning, and probably a dozen other things.

We can help, but not without some additional information.

Look at the case studies for companies who have tried to "brand" paper products in the past: Kodak - moderate to great results for their photo paper, ranging from requesting it at the vendor for photo finishing, to purchasing it for your photo printer; or HP who tries to "brand" paper and ink as better for use with their printer products.

As mentioned above, copier paper is typically sold in cases and the differentiating factor is price. Targeting purchasing agents and operations coordinators is probably the most direct route. And nothing works better than giving them the product to try with an easy way to purchase on the other side of trial (or better yet a call back to take an order.)