What is Product Marketing? – Critical Steps, Example, and More
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What is Product Marketing?
Product Marketing is a research procedure, promotion, and sale of a product to a particular market.
This process is responsible for ensuring that the correct people gain knowledge about the product in question and are clear about the procedure for its use.
Product marketing includes listening to the needs of consumers throughout the product life cycle.
Knowing their consumption habits, interests, behaviors, and even their day-to-day life is essential: what is the product without the potential people who could buy it?
Critical Steps in Product Marketing
To better understand this concept, there are some critical steps that, once the target audience is known, can be applied:
1. Product Research
A product does not make from scratch, nor is it marketed from scratch.
Months or even a year before launch, marketers must attend the product development process or be aware of what this process is like; thus, it ensures that the messages transmitted will start from the truth.
2. Product History
Since when is it made?
What problems does it solve?
What needs does it satisfy, and who or who is satisfied?
Why is this product seeking to solve problems?
All of this should be very clear before the promotion.
3. Product Launch Plan
This process and those responsible must be in writing. As part of this plan is the content, a key point to communicate the product’s benefits and educate the market.
A good content plan should include, among others:
4. Launch Meeting
To celebrate when the product is launched, such as when a rocket launch into space, the whole team should be together and give impressions about it.
5. Community Involvement
After the product launch, it is vital to gather comments generate around it; for example, influential people talking about what is on offer.
6. Coordination with Sales
Before, during, and after the product launch, the sales and marketing teams must frequently communicate; a Smarketing technique would be great here.
Examples of Successful Product Marketing Campaigns
Some brands have managed to win their audiences’ hearts with marketing campaigns for products that make them desirable at the price that they ask.
They are between them:
Apple is undoubtedly a giant in many ways, but its product marketing is exceptional because it sells a more practical lifestyle.
In doing so, they have perfected the art of translating features into customer benefits.
For example, your operating system updates are hundreds of new features that you could try.
Instead of talking about it in your promotions, the message is clear: iOS 9 is about helping you do more every day and be more productive.
Apple keeps its message focused on benefits and the user at the center of everything it says.
In addition to using Newsjacking, that is, taking advantage of current news to market itself, this dark chocolate cookie evokes emotions every time it delivers a promotional message.
They wonder what their audiences would imagine eating an Oreo and what they would be capable of it.
So knowing your audience well is the foundation of your product marketing and producing emotions through your messages.
Eating a cookie can be anything, but eating an Oreo is quite an experience.
With Volkswagen, exclusivity sells through personalization, and that is what customers expect when purchasing a product that can consider valuable.
Volkswagen invites its audiences to dream of a car, allowing the personalization of vehicles on its website; that is, people can design the car of their dreams, the colors, seats, tires, etc.
Although the designed cars are not for sale, Volkswagen sends an email to the user who has created it from the nearest dealership with a vehicle similar to the one the client projected.
What Works in Product Marketing?
Product marketing works to create an action plan that focuses on the product and allows the products to market for what they are.
To do this, you can put some of these tips into practice:
1. Create People
When defining your target market, you must create a customer profile.
You can have the best product globally, but you won’t be successful if you don’t reach the end-user.
There is the importance of understanding exactly who you are addressing.
You do not only need to be in communication with your final consumer; you must also keep in touch with your team.