So you have your product designed, prototyped, developed, patented, and manufactured— now what? In our article ‘Steps on How to Bring a New Idea to Market’, we talked about the process of bringing a product idea into reality. Developing a new product takes time, effort, and resources, and nobody wants to see their idea fail.
In many cases, what can spell the difference between success and failure for any new product launch is the marketing campaign. Many innovators make the mistake of assuming that the war is won once the product has started manufacturing. In fact, finalizing your product is just half the battle— the next challenge is marketing it well.
There’s no one-size-fits-all strategy when it comes to marketing, and success is often dependent on a variety of factors. Sometimes, though, the greatest advantage goes to the business that makes the biggest splash. Here are a few out of the box marketing ideas that might just help you catapult your new product into the spotlight.
Video marketing is one of the best and most effective ways to capture your market’s attention. It’s engaging, shareable, and memorable, making it a great go-to option when you want a strategy that actually works. Still, there are ways to make sure that your video marketing push is much stronger, and one of those ways is through interactive video.
According to video content creator Breadnbeyond, going interactive with your videos can double conversion compared with passive content. Interactive videos are a conversation with your audience, allowing them to participate and actively engage with the content. This increases brand and product recall, making a bigger impact than a simple video clip.
You know what they say— go big or go home. Sometimes the best way to catch your audience’s attention is to simply be as big and as loud as possible. Direct mail marketing has always been a popular strategy precisely because it brings your campaign straight into your customer’s homes. You can push that even further by, well, sending bigger stuff.
Bigger mail materials are essential if you absolutely want to capture your customers’ attention. You can increase your impact even more by choosing non-typical materials like plastic postcards. Triadex Service claims that plastic postcards can have redemption rates as high as 71%, which is huge news for any technique. By choosing to send your market larger-sized postcards, you can be sure that your campaign is one that they’re not likely to forget.
If you want your customers to get a sample of your product that’s as close to real as it can get, you might want to think about augmented reality (AR) marketing. MarTech Series has called AR the real game-changer in marketing, and it’s not hard to see why.
AR marketing enables product visualization, allowing customers to use their smartphone cameras to “project” how the product will look in real life— whether in their homes or on their bodies. It’s new and interactive, meaning that customers are more likely to spend more time fiddling around with your AR app than they would other techniques. And finally, it’s something that customers can immerse themselves in with ease in the safety of their own homes— promoting active participation in pretty much any physical location.
Finally, another technique you may want to look at is phygital marketing. Phygital marketing is a portmanteau of the words “physical” and “digital”— the real link between traditional physical marketing techniques and brand new digital technology.
Phygital marketing can be expensive, but it’s definitely effective. You can use it to bring customers up and close with a product, while enhancing the experience through digital means like projected videos or synchronized screens. Business software provider SAP says that phygital is effective because it’s immersive. It’s a marketing technique that captures all your customers’ senses, leaving them thinking about your product long after the experience is over.