Product Marketing

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• Marketing Challenge: The Timing of Release DatesHank Stroll
  Whether you are talking Harry Potter books or more complex products, the timing of release dates can be critical to your success—especially if those products or bundled services are being ...
  Marketing Challenges, Product Marketing, Small Business
• How NOT to Launch a New ProductJoan Schneider
  Successfully launching new products gets tougher every year. In the past decade, the number of new consumer products hitting the shelves has skyrocketed by 59 percent, making it much more ...
  Brand Ambassadors, Collaboration, Management, Marketing Tips, Product Marketing, Word-of-Mouth
• Get Ready for Retail TheaterLisa Johnson
  Two years ago, Maytag created an innovative experiential marketing strategy, whereby prospective customers would take their new, top-of-the-line appliances for an interactive "test-drive." Successful retail spaces create a full sensory experience. ...
  Customer Engagement, Customer Experience, Product Marketing, Services Marketing
• How to Formulate Marketing MessagesRoger Cauvin
  Don't choose marketing messages based on whim or personal preference. Educate the product team about the three approaches to formulating messages. Work to identify and hone the messages. You'll find that ...
  Marketing Tips, Positioning, Product Marketing, Surveys, Targeting
• The Formula for Marketing HitsDan Herman
  From time to time, the marketing world is taken aback by huge, quick, unpredictable and seemingly inexplicable successes. These marketing "hits" are products or services, entertainment locales or vacation spots, ...
  Brand Loyalty, Creativity, Measurement, Product Marketing, Word-of-Mouth
• Celebrity Product Placement: A PrimerJonathan Holiff
  With more and more companies wanting to integrate their products into the lives of celebrities, now seems like a good time to take a closer look at celebrity product placement. ...
  Marketing Tips, Measurement, Product Marketing
• Defining Roles of the Product Management TeamGabriel Steinhardt
  The role of a product manager is challenging, complex and often misunderstood. But properly defining and structuring the roles and responsibilities of the product management team enables the team members ...
  Collaboration, Market Research, Positioning, Print Collateral, Product Management, Product Marketing, Sales
• How to Avoid New-Product Pricing TrapsJohn Hogan
  Most companies are missing a significant opportunity to maximize revenue and profits due to dysfunctional pricing strategies.
  Pricing, Product Marketing, Recession
• SWOT Team: What To Do When the Well Is DryHank Stroll
  This week, add your two cents to: What methods can a company use to increase exposure, other than the same ol', same ol'? Also: What marketing and selling activities ...
  Market Research, Marketing Challenges, Positioning, Product Marketing, Word-of-Mouth
• The Secret of Sequence in SellingSean D'Souza
  What do airlines do to stir up intense emotion in us?
  Customer Experience, Product Marketing, Sales
• Three Marketing Lessons I Learned in High SchoolKeith Jennings
  Somewhere among high school's cliques, fads, teams, clubs and parties, we lived and learned the basics of marketing in ways that apply now, more than ever, in our cluttered, time-starved ...
  Creativity, Customer Engagement, Product Marketing
• Winning at the Commodity GameGuy Smith
  Given that commoditization is as inevitable as death and higher taxes, you need to review your strategies on how to deal with this transition… without resorting to denial, anger, bargaining, ...
  Branding, High-Tech Marketing, Positioning, Product Marketing
• SWOT Team Ponders Webinars: Ginsu Sales or Quality Leads?Hank Stroll, Yvonne Bailey
  This week: How can we develop successful Webinars that generate high-quality leads? Also: One product, three markets. How can you launch at the same time for different audiences?
  Lead Generation, Marketing Challenges, Product Marketing, Webinars
• How to Launch With ImpactAlison Chandless
  Launch teams often focus their tools and training on communicating product knowledge and features, rather than communicating a solution’s strategic value to your customer.
  Collaboration, Print Collateral, Product Marketing, Sales
• SWOT Team: Positioning Products for Multiple MarketsHank Stroll, Yvonne Bailey
  This issue’s dilemma asks, Can a company successfully position a product for launch in several markets simultaneously? Also this week: Sometimes, you need to cut your losses and move on.
  Customer Retention, Marketing Challenges, Pricing, Product Marketing, Surveys
• The Whole Whole ProductMichael Fischler
  It’s time to alter the definition of "Whole Product," and by so doing alter our view of what that really is.
  Measurement, Product Management, Product Marketing
• SWOT Team: How Do You Know When It's Time to Grow?Hank Stroll, Yvonne Bailey
  his week: How do you know when its time to grow your business? Also, read your answers to: What's the best approach to returning pricing to market levels without losing ...
  Brand Positioning, Marketing Challenges, Pricing, Product Marketing
• How to Avoid Product and Ad Campaign Failures: Pre-empt ResistanceMax Sutherland
  Products and ads often fail for the same reason—failure to pre-empt resistance.
  Advertising, Creativity, Customer Engagement, Product Marketing
• SWOT Team Asks: Can Prices Rebound After Deep Discounts?Hank Stroll, Yvonne Bailey
  What’s your best advice for returning pricing to market levels without alienating our customers? Also this week: How do we decide which launch channels to use?
  Marketing Challenges, Pricing, Product Marketing, Targeting, Word-of-Mouth
• SWOT Team: Teeing Up a New Product LaunchHank Stroll, Yvonne Bailey
  This issue’s dilemma asks: How do you determine the best channel of distribution, when the options are many and your budget limited? Also this week: How does a company assess ...
  CRM, Customer Relationships, Marketing Challenges, Metrics, Product Marketing