如何发布并推广一个新产品

作者:三部曲网络 分类: 发布于:2015-1-18 9:39 ė1002次浏览 616条评论

导语:研究机构九月份发布的全球定价研究报告表明,72%的新产品都达不到预期的销售额。

Simon-Kutcher & Partners及独立专业定价协会九月份发布的全球定价研究报告表明,72%的新产品都达不到预期的销售额。

如果你的企业指望闪亮的新产品创造新年的高销售额,那么,市场营销的支持十分必要。

为了使新发布的产品取得最大的成功——让产品展示在正确的消费群面前,唤起他们的购买动机,合作伙伴和内部市场营销团队必须具备共同的规划蓝本。

下面是10个让新产品成功上市的建议:

1. 做好调查研究

对消费者进行调查,并通过外部资源研究获得产品的市场需求信息。

指出最可能的购买群体,以及消费者倾向做出购买决策的理由。

在决定产品上市的时间前,搞清楚行业内近期将要发布的可能影响产品上市的重大事件,比如著名品牌的上线,或大型展销会,以及其他重大时事(例如选举日或皇室婚礼)。

定义你的成功是什么。品牌意识、在线销售或新的零售商合作关系?你需要设定切合实际的目标。

2. 创建相关材料。

无论潜在客户是视觉驱动还是数据驱动,你都需要向他们灌输营销信息,而这需要营销团队的支持。

你的内部团队应该对最终的关键信息了如指掌,熟悉新闻发布,起草情况说明书、技术规格文件、评审指南,发布产品博客信息、视频资源、数字广告、高分辨率的产品图片和公司网站精美的欢迎页面。

如果你的营销活动内容齐全,那么发布当天你传递给公众的信息将更富吸引力,并节省许多时间。

3. 名人效应。

为媒体提供先进的产品样本、采访访谈或上线前的网络视频小样,以获得专业的反馈和评价。你还可以利用YouTube网友和现有客户宣传你的产品。

来自有影响力人物的产品正面体验,对产品报道和媒体访谈能够积极的作用。寻找在社交媒体上的名人,尤其是那些目标客户关注的大V,向他们提供早期的产品信息和试用产品。

4. 广泛传播。

当你准备好将新闻向目标用户群分享的时候,组织整理所有的发布前活动。协调媒体联络者、名人以及营销媒介(博客、YouTube上的产品视频、新产品网页),与新产品发布会保持同步更新。

在产品发布一周内,安排公关团队或合作机构与媒体进行个性化宣传,确保有第三方对产品进行宣传。

5. 与粉丝接触。

不要忘记那些在产品上市前就一直支持你的人们。向他们发送定制邮件,介绍新产品的信息,附上简介视频。

在产品的Facebook页面进行免费赠品活动,以增加社交媒体上的参与度,为产品造势。

在所有的渠道使用互补的品牌图片,确保品牌一致性,吸引客户注意。

6. 进一步跟进。

不要让你的产品在首次发布后就失败。与感兴趣的媒体保持联系,获得与管理者或产品经理进行访谈的机会。与那些对产品有意见的人开展故障排除活动。

通过一对以沟通与有影响力的名人保持持续的互动。通过邮件和社交媒体平台与现有客户保持持续的沟通。

7. 合作伙伴。

如果你的产品通过在线或实体店零售商合作伙伴销售,在社交媒体和Facebook广告商标记这些销售渠道。这样你的粉丝就知道在何处购买产品了,同时你的合作伙伴也会对此营销举措持有谢意。

8. 聆听客户需求。

当用户收到并使用你的产品后,通过社交媒体提供及时并准确的客户服务。确保社交媒体经理对产品有足够的了解,或者有专业人士能够帮助回答产品的相关问题。尤其对于刚刚上市的产品来说,糟糕的客户服务是一个严重的障碍。

9. 衡量成果。

找到现状与最初设定目标的差距。基于流量、链接和会话,谷歌分析可以提供有洞察力的信息,分析出哪些市场营销策略是有效的。你的合作伙伴也应该是讨论的一部分。

10. 适当的夸耀。

通过尽可能多的渠道扩大媒体覆盖率,包括付费的社交媒体支持。制作主要媒体覆盖情况的PDF文件和印刷手册,与零售商和合作伙伴进行分享。在公司网站上制作一个展示覆盖率的网页。

本文出自 三部曲网络 - 新闻中心,转载时请注明出处及相应链接。

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