Question

Topic: Strategy

Building A New, Improved Product Release Campaign

Posted by Anonymous on 3/19/2011 at 8:58 AM ET 250 Points
I need a campaign strategy to release a new, improved product based on a well established core story. Where do we start? I have about a six month window to create the image. Educate and inform the public and establish the buying criteria for this release of an established product. Where do I start?
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RESPONSES

  • Posted on 3/19/2011 at 2:14 PM Moderator
    Start by articulating the objective and how you'll know when you achieve it.

    Then define the primary target audience as precisely as you can: where they live, what their most important needs are, what they're buying/doing now, how they make purchase decisions, etc.

    Then you assess the fit between what you have and what your target audience wants. Identify your source of uniqueness -- why they should buy YOUR solution and not someone else's.

    And if this is really important to you, and especially if you have a tight window of opportunity, find and hire a marketing professional to guide you through the whole process of developing a branding strategy and a marketing plan. There is no way you'll do an optimal job of this if it's your first time. You can't afford to learn from your mistakes and try again, and you will certainly make a few mistakes if this is your first time.
  • Posted on 3/19/2011 at 10:39 PM Author
    I'm certain that I haven't made myself entirely clear. This is a release of a product that already has acceptance by an audience. The re-formulated version is entirely "GREEN." The change in the
    formulation was brought about by market demand. The first launch was a successful one and the original product still has a strong following. The new release needs a specific marketing plan in order to take advantage of the current popularity of the products efficacy along with the new "GREEN" formulation for previous interested users that pushed back because it was not. I'm wondering how to start marketing the new version.
  • Posted by Jay Hamilton-Roth on 3/20/2011 at 9:52 AM Accepted
    Is it true that your prospective clients went elsewhere solely because your product wasn't "green"? The liked what the product could do for them, the offer was strong, and yet the value of "green" was strong enough that they went to your competitor to purchase their product?

    Is it also true that your new formulation is basically identical to the old one, except that it's now "green"? It's as long-lasting, effective, similarly priced, and sensory equivalent - just now magically "better for the environment"? Do you have 3rd party independent testing that validates your new claims?

    If so, your message is basically, "You asked. We did it. Now Green. Same great product. Just better for the planet."

    In fact, as a company statement, are you discontinuing the old product, because your company values are striving to make better products for the earth? If so, your statement about your product is a great PR opportunity as well.
  • Posted on 3/20/2011 at 1:30 PM Accepted
    If the assumptions are correct, then Jay's solution is exactly right. Just be sure there are no give-ups or trade-offs in performance or aesthetics, or your claims of "same great product ..." will be discounted by your target audience very quickly.
  • Posted on 3/20/2011 at 10:41 PM Author
    Michael and Jay,
    I like both of your ideas! The product is exactly the same as far as effectiveness and is now certified Organic and All Natural. There are no trade-offs and after a lot of time in the laboratory I have perfected the product. I think the PR opportunity is definitely a brilliant point as well. Thanks!
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