The success or failure of a product in today's crowded market is often determined by the success of the product launch. Whether it's in retail or television, if the new product doesn't take off with sale's figures, many companies consider it a failure. A successful project launch can be achieved by going beyond your original target market and planning a multiple market launch strategy.
Fulfilment Preparation
One of the most overlooked elements of a marketing campaign is being prepared to delivery the goods or the service. The first strategy in launching to multiple markets is putting a system in place beforehand that will allow you to handle receiving orders in multiple platforms and from every market that you are attempting to break into. For a younger internet savvy market, you would want to have online capabilities for them to place their order. For an older less internet experienced customers, you may want to have options for them to place their order in a retail store.
Outsource
If you are planning on breaking into markets in other countries, outsource the marketing duties to specialist in those countries. A South African marketing and advertising company may have a better grasp on reaching audiences in that country than you do if you are based in the United States. A German marketing group can help you eliminate the probability of your translated marketing slogan being an offensive statements to your target market in that country. Quintiles, a firm that consults pharmaceutical companies on marketing and operations, said in a multi-marketing study that "Finding the right people was only one half of the equation. The other was to ensure that these people were in the right geographies, and supported by the necessary web-based technology."
Blog Tour
Take your message directly to the markets that you want to break into by tracing their online footprints. People who read environment and global warming related blogs aren't going to be reached on the car enthusiast blog you may have used for your last product launch. Tailor your message and take it directly to the places your target market frequents. A Study performed by National Chung Hsing University led by Professor Yi-Chai Chiu says, "Technology development brings prosperity to nations, but the successful commercialization of this technology is the real meaning of innovation."
Enlist a Sales Force
People connect with other people much better than companies connect with people. You can try every advertising approach in the book and still not reach certain markets. Consider hiring a sales force on a commission basis that can go out and reach those hard to get to markets. Let them do the leg work for you and build word of mouth about your product before the actual launch.
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