Launching a New Product
Author: Andy Keeler

Every year thousands of new and improved products are launched
across the United States. The vast majority of those products go
unnoticed by the broader marketplace, which results in reduced
sales volume for manufacturers and unnecessarily limited options
for consumers. So what can be done to ensure that your new
product gets noticed by the right people?

A successful product launch typically requires a detailed
marketing plan that includes the creation of marketing material
for retailers, timely press releases both in print and on the
web, email marketing, and strategic trade show marketing. When
these elements combine, your product launch can quickly gain
traction and generate revenue for your company.

Before initiating a marketing campaign to launch your product,
you need to make sure that your product is completely finished
(please note that "finished" does not mean "perfected", as no
product will ever be perfect). Your prototype should be fully
functional, and the design and development process should be
completely finished. Creating a marketing campaign for a
completed product is much easier than creating a marketing
campaign for a half-completed product.

The first step toward launching your new product is to create
marketing material for retailers. Take numerous photos of your
product from every imaginable angle. Make sure you have a number
of photos of your product in use, as this instills confidence in
your potential clients. Choose a name for your product that is
unique and memorable, and write a number of short descriptions
that could be used in brochures or pamphlets to market the
product. Design your packaging, making sure to keep it
consistent with the other products your company offers. The more
work you do for your retailers, the more likely they will be to
sell your product.

Once your marketing material has been created, it's time to
announce the arrival of your product. Writing a press release is
a great way to get your product in front of thousands of
readers. Your press release should be worded as a sales pitch,
and you should be careful to be concise yet thorough when
writing about your product. Be sure to mention the name of your
product in the title of the press release, and link the press
release to a website for your product or your company website
(provided it prominently features the new product).

Email marketing is another great way to get your product in
front of your target audience. If you already have an email list
of the important figures in your industry, you have an
advantage. If not, you can often find email addresses by looking
through the website of a recent industry trade show. Your email
should quickly and concisely educate your readers on the new
product you offer, specifically focusing on what makes it
different or better than other products on the market.

The final step in your product launch is to exhibit at an
industry event. Getting your product in front of your target
audience in person is a great way to convince them that you
offer a quality product at a good price. You will need to
reserve a trade show booth and purchase an exhibit. You may also
need accessories such as trade show lights or booth flooring to
help highlight your product and set yourself apart from other
companies. Careful placement of your exhibit lighting can
highlight your product without overshadowing your company's
brand.

Once your product has been successfully launched, your work
doesn't stop there. Continue to hone and refine your marketing
material, and your investment will pay off.


About The Author: Andy Keeler is the President of MODdisplays,
a leading provider of portable http://www.moddisplays.com trade
show displays and trade show booths. If you're shopping online
for Exhibit One displays or
http://www.moddisplays.com/XRline-Displays-s/92.htm XRline
displays, look no further than MODdisplays for your exhibiting
needs. MODDisplays can be found online at:
http://www.moddisplays.com .