The Art and Skill of Product Marketing

In today’s world, it’s important to make sure that you’re doing everything you can to make sure people not only notice your business, but also feel the need to invest in your product(s).

Thankfully, there are a number of different methods available to market a product. They include online marketing, printed media and printed materials, seminars and workshops, radio, and the classic Q&A interview. In this installment, online marketing, print media, and printed materials will be discussed.

Online Marketing: Making the Most of the Internet

Perhaps one of the most effective ways of informing people about your business is through the Internet and social media. Places such as LinkedIn, Facebook and even Twitter can be great platforms for starting a meaningful discussion. One option is to encourage your networking connections to review your product and post their thoughts on their blogs. Another one is to use Twitter to tell your followers when and where your latest product will be sold. Forums or discussion groups are another great place to network. If your product is being sold through an online store such as Amazon, be sure to take full advantage of their marketing features. They’re designed to make your product(s) more appealing to the shoppers.

Print Media and Printed Materials: The Standards are Still Effective

While the Internet might be popular, the standbys of printed materials and media should never be discounted. Most magazines and local newspapers will have lifestyle feature sections, where seasoned reviewers read about new products. Many of their devoted followers will buy their next offer based on their selection. Also, if the magazine reviewer is interested, be sure to consider allowing for a feature article. Here both you and the magazine staff can go into more depth and detail about your business. Think of it as allowing your customer to take a bigger taste to whet their appetite.

Print media is a great place to get low cost or even free advertising for your business, but it isn’t the only method available. If you truly want to market your business effectively, you need a way to remind your potential customers of your product(s) on a regular basis. Items such as business cards, with information pertaining to a specific product, availability, and information about the business can be handed out at events.

Of course, one of the most effective marketing tools available within the genre of printed materials is the press kit. A press kit is a compact and efficient way to provide reviewers, store owners and mangers and other interested parties information about your product(s). Traditionally it includes a press release detailing the business, a short bio, product photos, a few positive testimonials, and the business owner’s photograph. A press kit is usually sent to store owners, magazine editors, and mainstream media as a tool for introduction purposes.

In addition to a printed press kit, today many entrepreneurs choose to make use of online press kits. The main reason for this is convenience, both for the busy entrepreneur themselves and the various media outlets interested in the business. Today, the majority of media outlets and journalists prefer to get their press kits through a web page or email. It can also be effective for entrepreneurs, since they can use blogs, quotes from discussion groups, web sites, graphic files, and flash media to make their product(s) come alive, at a fraction of the cost of printed materials.

As illustrated, there are a number of common methods used by entrepreneurs to promote their product(s). Each one has their place in the marketing plan, and should be given consideration.

Read on for Part II!

Photocredit: juliaf

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