In an age of digital advancements, be they hardware or software, the world of technology is ever-changing with new products and solutions being launched on what seems a daily basis. Just switch on the TV or watch a video on YouTube and you’ll be bombarded with information about the latest innovations.
It goes without saying there is a huge demand for new technologies in the consumer market and at the time of writing this blog the CES2017 show has just finished, showcasing the weird and wonderful technology due to be launched in the coming 12 months.
However, when you take a closer look, technology is not just phones, tablets, VR, electric vehicles, AI and augmented reality. Companies operating in the business to business (B2B) sector are often ahead of the curve, designing and manufacturing world-leading solutions that are changing the world we live in.
At Shrewdd we have over 14 years’ experience marketing new products and solutions that are at the leading edge. The most recent examples are solutions for the Internet of Things (IoT) and Smart City infrastructures.
So, let us touch on how to market something the world doesn’t know it needs yet.
When it comes to the world of marketing and more specifically, promoting the latest technology, everyone needs to be educated.
If your product is the first of its kind or sitting alongside others in an emerging market, your target audience may know nothing about it, or may not even be aware of the problem your solution will solve.
By circulating press releases, writing white papers and thought leadership articles, using social media and arranging interviews with the key media in target sectors, you can educate your audience at all levels about not only the USPs your solution has, but also about how it will benefit businesses as well as how it will change the paradigm.
Educating is vital when launching new and innovative solutions.
Even though your solution may be unique there will still be a host of companies either challenging for the same market or hang on your coat-tails waiting to replicate your technology with an even larger marketing budget.
You need to ensure you stand out from the crowd by making your brand visible across all platforms.
If you haven’t already done so, you will need to dedicate time to build a brand, using both design and content, that resonates around the industry and guarantees your place as the market or world leader within the field.
As with all new solutions, whether it is technology-led or not, the launch needs to make an impact.
In today’s digital age no longer will a simple press release listing features and benefits make an impact. You will need to run a strategic campaign across several platforms including your website, social media, video content, press releases, features and industry interviews.
A great way to drum up interest and entice potential customers is to create preview content across the channels listed above in the days, weeks and months leading up to your launch.
For example, you can slowly release information about the product or create messages that countdown the days until the launch.
Furthermore, if your company is keen to capture data you could even provide downloadable information hosted on your website to build a database of potential leads.
Having an intrinsic understanding of your new technology may seem obvious.
However, does everyone in your launch team understand the solution and the benefits it brings to the market?
In particular, the agency needs to know their stuff as they are the ones that are creating the content in order to promote the solution in key sectors. Make sure you use a digital marketing agency that understands how your product has the potential to change the world.
By educating, planning ahead, understanding your approach and employing a dedicated and experienced marketing company you can give your new solution the head start it deserves.