First impressions speak for themselves. And if it is in the world of marketing , even more so. A consumer takes a few seconds to decide if the product interests him or if he prefers to move on to another option . For this reason, our offer must attract attention from the beginning and to achieve this we can rescue marketing and advertising tools. In this way we create a consumer perception so that they receive it in a positive way and choose us among the enormous variety on the market.

But first we must analyze several elements. It is important to know when is the ideal time to launch a product on the market and, of course, who is the public that is worth targeting. All this without deviating from the attention generated by marketing, with intentional and measurable strategies so that our product is always the order of the day .

1. Plan ahead

The first step in launching a product in the business world is planning. We must be patient and analyze the market situation well before launching ourselves with our idea. Pre-planning is one of the most important steps, because it requires an in-depth analysis of the current situation, as well as knowing the market you are about to enter. As we have mentioned before, first impressions are the ones that count, so be careful with the image you are going to give to your audience.

2. Identify your buyer person

Another of the most important steps is to know who we are targeting. The buyer person is defined as the fictitious representation of your ideal client. It is about thinking about the segment of the population we want to target and defining their behavior, habits and hobbies to try to connect with them. Knowing the preferences and interests of your audience can help your product launch be well received.

3. Launch plan: different proposal and capture attention

In this step it is essential to be guided by the unique qualities of our product. We must develop a plan in which we specify both the price, the target audience, the place where it will be sold, what type of advertising will be used for its dissemination and the sales that we estimate in a given period of time. In addition, we will have to evaluate if our product really occupies a market niche large enough to generate income, as well as make sure that it attracts attention from the beginning.

4. Objectives and strategy

First of all we must distinguish between both terms. While the objectives are specific results that we set ourselves as a company to achieve in a relatively fixed period, the strategy is defined as the plan to achieve the objectives set, that is, the set of actions designed to achieve the objectives defined in the plan of action. marketing. Once we have a clear strategy and the objectives set, we will define the positioning of our product and consider how we want our product to be known, what type of communication we will carry out or the type of promotion that we will launch.

5. Create an appropriate message

The next step for the product launch is the communication stage, in which we will define the tone of the brand that we are developing. The product must advertise itself when the consumer decides what to buy. We have to attract them and make them choose us, either through the packaging or the label, but we have to make it clear what the product is for. The ideal is a short, friendly and direct message, since the consumer in general does not spend much time reading the label.

6. Set a budget

The purpose of a business is to make money, so it is important to determine a consistent budget and base our actions on it. We must bear in mind that for each action we carry out, we will be spending money, which means that we must know how much we want to earn for each euro invested. In this aspect, we cannot forget some of the most common fixed expenses, such as payroll, fees or taxes. Our budget has to reflect all these expenses to try to recover the money invested with some benefit.

7. Product sales cycle

Once our strategy, objectives, positioning and budget have been defined, we proceed to closely monitor the evolution of our product since its launch. Not all products are the same, nor are they aimed at the same public. For this reason, it is important to measure the development and analyze the possible behaviors of our clients. Every detail counts and this analysis can make us correct possible errors before it is too late.

8. Attraction phase

The next step is to attract the potential client. For this we have to demonstrate that our product, in addition to being good and fulfilling a need, must be desired by the consumer. It is important that it adequately responds to the quality-price variable and that the attributes for which it stands out successfully fulfill their function. In addition, we cannot leave behind the differential part that characterizes us, since it is the most important context for them to choose us over the competition.

9. Effective communication

When the product is known by our consumer, we must be with him so that he always has it in mind, although without addressing him too much to avoid the rebound effect. For this there are several communication strategies with which we manage to generate interest without going overboard. In our post-launch communication we must describe the characteristics of the product so that it is fully known, as well as the advantages it offers. It is important to make clear what it is for and how to use it so that there are no doubts. In addition, satisfactory customer service always helps make our consumer's shopping experience fruitful, so we can communicate the payment possibilities and active offers with the sole purpose of building loyalty.

10. Credibility

All our efforts in marketing, packaging or discounts must be supported by the credibility of our product. We must not forget that the consumer is investing part of his money in our business, so if his expectations are not what he expected or he feels cheated, it is very likely that he will not buy again. If we get our brand to generate reliability, the consumer will trust and invest more time and money in us.

11. Easy access

Although our product is the best on the market, if access to it is complex, we can forget about being the chosen ones. We must invest time so that the visibility of our product is adequate. This is where the buyer persona that we talked about before comes into play, since, if we have defined the potential target audience, it will be easier to analyze where it is and how to reach it.

12. Guarantee the consumption of your product

The launch of our product, even with all the well-structured steps, does not guarantee its consolidation in the market over time. It is necessary to convince people to continue consuming our product or service, perhaps one of the most complex tasks within a business. It is a challenge for every entrepreneur that ends up being the gap between success and failure.

Getting ready to start your product concept development? Our product development company of experts is here to assist your process.