By Andrés Uribe, Expedition PR
As our 2nd ebook, Preparing for your Product Launch is nearing the end of production, we thought we’d give you another sneak peek at what’s in store for you. Chapter 4 will cover how to choose your communications mix. Here is a quick preview:
Once you’ve chosen a target audience picking your communication channels becomes easy; simply make sure your product’s name is in places where your target audience will see it. Well at least that’s the simplified version. With so many choices, anywhere from social media to sandwich boards, it can become difficult to identify where your customers hang out.
Here are a few steps to help you identify which channels will give you the best chance of being noticed by the people most likely to purchase your product.
1. Consider ALL channels available to you. Surely going into this you will have some idea of what platforms to conduct marketing campaigns on in order to hit your target audience. Well this is the part of the process where you forget those preconceived notions of what your communications mix will look like and take a moment to consider all of your options. There are literally thousands of channels to communicate your message across. A great way to start the process of finding the right channels is by finding a list of marketing channels, like this one, and going one by one and highlighting the ones that might work for your product.
No list you find online will be in any way complete, but it is a good way to get your brain thinking about channels (and ways of using those channels) that you might not have thought about before. Another beneficial exercise is to look at companies who target the same audience as you, and research what channels they have chosen to communicate their message on. Not every channel your audience is looking at will be a good fit for you. Factors such as budget and personal skills might make certain channels inaccessible to you. But it is important to start by casting your net wide and considering all the possibilities out there, then narrowing down to the ones that will work best for you.
2. Narrowing down your selections…
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