Every product launch requires strategic planning to make sure messages about a new product reach the right types of consumers, are communicated through the most effective combination of channels, and have the most relevant content and style. Once marketers have researched the market and defined their target audience, they face several key decisions on how to make their approach.

Types of approaches

Whom to target and how to go about it are crucial to success. Marketers may use several complementary approaches to different groups of potential consumers.Rather than sending the same message via different media, they usually adjust the tone and style of the marketing pitch to suit the channel as well as the target consumer.

The big choice

The first decision is whether to go for a narrow, specialized market or to appeal to as large an audience as possible.

How to tell the customer

Marketers often get the best of both worlds by using traditional and online channels in varying styles.

Traditional channel allied with a dominating style. “Let me tell you,” it blares.

Digital channel allied with a soft approach. “Let me woo you,” it whispers.

Sensory marketing “Wake up and smell the roses.” It seduces the customer with sights, sounds, and smells.

Engagement marketing “Come dance with me.” It entices the customer to collude in product sales.

Relationship marketing “Let’s be friends.” It builds a rapport with its audience of consumers

Making a move Turning the buying transaction into an experience the consumer enjoys can help sell a product.

85%
of all purchasing decisons in the US are made or influenced by women