If you just developed the product of the century, it's unlikely people will appreciate your accomplishments and line your pockets with money if you don't get the word out. That's where marketing campaigns come in. A product marketing campaign uses a variety of media to promote an item or a line of products. Companies who want to run successful campaigns will need to do some significant planning beforehand and keep a close eye on marketing efforts during the campaign.
Set concrete goals for your product marketing campaign. Too often, firms simply set the goals of marketing a product at things like "Sell more units" or "Make a profit in two months." Your goals need to be more specific. Use quantifiable benchmarks such as "Sell 1,000 units in the first week" or "Expand sales to three key geographic areas." Knowing exactly what you're setting out to do will help tailor your marketing efforts accordingly.
Decide on your marketing methods. Rarely do campaigns rely on a single marketing medium. List any and all tools that might help market your product, then select several (based on your timetable and budget) to pursue. Methods can include print advertisements, television spots, radio spots, online marketing and promotional events.
Know your audience. As you begin to market your product, knowing who you want to sell to and who will buy your product is key. If you're selling an item attractive to senior citizens, it makes little or no sense to use Facebook advertisements as a central focus of your campaign. Conversely, you may be able to save money on traditional advertising and get more bang for your buck marketing online if your key demographic is teenagers.
Craft a targeted, and brief, message. Your product may have dozens of relevant advantages over others in the market. However, no one is going to sit around and listen to all of them, no matter how interested they are in your product. Boil down your product's positive characteristics to a couple of key talking points. Talk to everyone in your company who has worked on the product. Solicit feedback to determine what the main selling points are. These bullet points are the message you want to get out and keep promoting over the course of the campaign.
Analyze your progress. Once your product marketing campaign kicks off, the work isn't finished. Especially when it comes to longer campaigns, critical analysis of your marketing methods is key to maintaining momentum. If one of the marketing mediums you chose is falling flat, switch tactics. Keep to your message throughout the campaign, but make tweaks to your marketing model as you go to maximize your return on marketing investment.
Michael Batton Kaput began writing professionally in 2009. He is an editor at two magazines and a freelance writer. He has been published in "Egypt Today," Egypt's leading current affairs magazine, and "Business Today Egypt," Egypt's number one English-language business magazine. He attended Denison University where he earned a degree in political science and English literature.