Blog-Off II Entry: Marketing Communications and Product Development

Tim and I have felt as though we received so much benefit from the community and collaborative nature of the contestants, judges, and blog responders from Blog Off 2, that we would share some excerpts from the multiple conversations that we have engaged in, about branding and going to market with a new product, for a combined final post. The following (edited for your reading enjoyment) rhetoric outlines some of the finer points of our conversations...

So You've Developed a Product, but 'Who is Your Brand'?

Hi Tim, thanks for the comments. I have enjoyed your posts, specifically when it comes to the spatula product, I think at this stage of product development you should be focusing on a personality for your brand. I have some homework for you, that should help you figure out how to answer the question, "who is my brand"?  Before you can take that step, analyze your competitor's offerings. If you have no direct competitors, review products that offer a similar emotional appeal or tangible benefit. This research is invaluable in developing your brand's personality, because it will give you the basis of points of parity and differentiation.

Next, write down all of the adjectives and descriptors you can think of, that describe the product's benefits and attributes. There are no poor choices; allow yourself to brainstorm so that you can come up with as many words as possible.  From that, decide which ones can be put into a 3-5 word phrase that best describes the product and differentiates it from competitors. This will be the working slogan of the brand. The slogan can be used to develop the logo. Logo's are a visual depiction of what you feel will be able to represent your brand, sans verbiage.  Color, tone, and aesthetic are of the utmost importance when developing a logo, because this is the "face" of your brand.

Once you have done this, perform a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of your brand. Remember, strengths and weaknesses represent internal factors, and opportunities and threats are external factors to consider before deciding on the final brand personality. If you find that the chosen logo and slogan do not highlight strengths and opportunities while downplaying weaknesses and threats, then go back to your list and attempt to put together a phrase and subsequent logo that accomplish this end.

I am asking you to develop an initial logo first, so that you have an idea of how well you intrinsically know your brand and competitors. Completing these tasks in the opposite manner can yield results that still don't offer the punch of the eureka moment that ensues from seeing your foibles first-hand.  If everything "checks out", you know you're on the right track and can continue confidently to the final next development phase, which is product packaging.

Your product packaging should be commensurate to your new-found unique identity. Think of the packaging as the wardrobe for your new entity. Make sure your personality is highlighted so that your product stands out when on store shelves. Speaking of store shelves, you will need to decide how large your packaging will be, so that you can maximize shelf space to ensure your product is noticed, but can fit and offer you the opportunity to maximize volume in the store. Volume is important in the distribution strategy as it will effect the number sold per shipment, which has a direct correlation on your sales price. This is true, because fewer (or more) products on the shelves will change the number of goods that need to be sold to break-even.

Once we have taken care of these core initial elements, then we can start to discuss marketing communications strategy!  I would start by thinking about what you want the literature to say, and how that will support your main themes that you have developed.  As you go through all of these steps, imagine where your product will best be sold - internet, retail, wholesale, mall kiosks, stand-alone stores, or all-of-the-above?  

Do you have any initial ideas for your product?

Therran just went through all the steps of branding your product and now it is brought to market, you need to SELL SELL SELL. I am going to outline the steps on the techniques that have worked for me in the past in regards to selling a product after it has been branded. 

 

1. Develop a website - Whether you are selling retail or wholesale you will need to develop an eye catching easy to use website. This is not an area you will want to cheap at, hire a website developer and also work on search engine optimization (SEO). SEO is a crucial part to your website ranking on search engines, this will be an ongoing process and must not be over-looked.  A SEO blog from Blog off 2 that might be helpful. http://www.communitymarketing.typepad.com/my_weblog/2009/12/6-things-seo-experts-wont-tell-you-but-i-will.html. 

2. Social media campaign - You now have your website and part of the SEO process and selling process will be getting visitors to your website, one idea is utilizing social media. Sign up for all the large social media sites including myspace, facebook, linkedin and twitter. Produce a blog that will collaborate with your product and post a new topic at least once a week. For instance, if you are producing a pancake flipper you will possibly write a weekly post on pancakes and different types and other uses for your flipper besides just flipping pancakes (like delicious omelets). I like this blog on Social Media that highlights this idea. http://www.communitymarketing.typepad.com/my_weblog/2009/12/social-media-framework.html

3. Print media - Research the magazines and newspapers that are geared toward home cooking or cooking in general. Advertise your website, logo and social links using catch phrases and phenomenal pictures. Trade publications are also a great place to advertise your product, for instance, putting an ad in the "Bon Appetite" magazine with the same advertisement you have put in other print media will also increase brand awareness.

4. Direct channel marketing - Direct channel means you have full control over your avenues of advertising. Customer service is a form of advertising;  you will want to have great customer service so your product receives great word of mouth. Sales force; hire a sales force that you believe in and has the dedication you do for your product. Your customers can sense confidence and its crucial that your sales force is a firm believer and will stand by your product as you do. Part of the sales process will be cold calling and also staying in contact with current customers. One of the blogs from Blog Off 2 that featured selling can be found here. http://www.communitymarketing.typepad.com/my_weblog/2009/12/winning-strategic-accounts-permission-selfselection-referrals.html. 

5. Trade shows - Now that you have your website, social media and print campaign, customer service and sales force in place it is now the time to start attending trade shows to exhibit your product. Purchase a booth that either you can easily move from location to location as trade shows tend to be all over the nation. You will use your branding strategy from above to pass out product literature including product specifications.

 

 

There are many more strategies to use while marketing and advertising your new product, however, these steps outlined above will get you started in making the revenue you need in order to move forward unto more expensive advertising like billboards, commercials, infomercials and direct mail campaigns. Everything is going to be dependent on how dedicated you are to succeeding. Nothing will just come to you, in today's economy you MUST be pro-active and fish for sales.

Comments

[jack]

That's great things you shared about marketing, THanks that is really very informative post.

[Boracay Hotel Package]

Good job guys! If its a success then celebrate because you deserve it.

[Job]

I really can't believe that online business industry has gone a very long way.

[Dan Creinin]

Great post.

One aspect that your readers should consider before any of the items that you have mentioned is "how is this product sold?". This notion will drive many of your marketing communication decisions.

[Sean farnan]

an excellent insight of marketing and product development concepts. Thanks for sharing this with the community.

[Rick Bonney]

Tim, I just went through each blog you have added and I can see how every stage can be incorporated so easy. Not to say that implementing is easy, just you outline each step in east blog, that it literally makes it seem like anyone can implement your stages. You have inspired me, and ultimately thats what makes me enjoy your blog. In this economy, you really inspire many people to produce a product that can help us all.

[Danielle]

Great work!

[Val]

Hi Tim and to all,
This is really a great job Tim; I have nothing to suggest, just to say cheer!!!...
Have a Great and Wonderful WeekEnd everyone...

[Tom]

Tim Great info thanks for sharing.

[TJ]

Tim,
I am very impressed with the writing skills that you exercised here. This information is very informative and presented very well. Great tips for anyone whom would want to get started with their own inventions. Also gives tremendous insight to "thinking outside the box" and analyzing an invention before you bring it to life and what it takes to do so. Great job Tim!

[Dave]

Good Job TIm. Make sure you reviewd all the strategies, processes, marketing techniques. be sure you didnt miss anything.

[Bill]

As always you have completed the full circle. As in other ventures I have worked with you on design and process, you have always focused on details and the ease of the explaintion of use. keep up the excellent work!

[Jim]

Tim,
As always great reading. The part about the logo reminded me about an episode on American Chopper. When Paul Jr. broke away and started Paul Jr. Designs, one of the first things he did was design a logo for the new business.

[Darlene Sabella]

Hi Tim, Amazing, you are simply great. I love your style of writing and your wise advise. I guess I experianced with the firm that published my book. Most people have told me that it was awesome that I completed a project, so I assume many folks kind of give up, too frustrated to go to the end. You take that fear away and direct a path for completion, thank you for all your help, all your articles are fantastic.

[WashHeighTs]

Tim,

Very Great Job On The Blog And Presentation I Cant Wait Till You Site And Product Hits The Market. Keep Up The Great Job :o)

[Jason Pittman]

Therran,
This is awesome. You have a great marketing mind. We need to do a seminar. I hope your company see the value of your work.

[Conrad Hall]

Hi Tim and Therran,

Thank you for asking me to review your post. To put it simply:

Well done, gentlemen.

Aside from being an excellent post - useful, unique, and decidedly up-to-date - it's an excellent example of the spirit of #blogoff2. Congratulations.

I will be sure to reply to your e-mail during the weekend. You've done a good thing here, and I want to encourage you to continue.

Sincerely,
Conrad Hall

[Perry Jones]

Therran - This is why I send my small biz clients to you! Your marketing insight is second to none. And I like this format, too. Networking makes the world go-round.

[76]

Article well done. Therran, you and Tim should consider doing marketing and sales seminars.

[Capt Redeye]

I appreciate the information and presentation within this blog. Having not had any experience within the realm of Marketing or Product Development I have book marked this blog as my ultimate resource for when my self wiping toilet comes to fruition. Thank you gentlemen for providing such a valuable resource!

[kay]

Fabulous and informative information, Therran. You rock!

[Therran Oliphant]

Anelyn -

Thanks for continuing to read and I'm glad that you're getting value from my writing, as I have gained value from other people and your comments as well. Thanks for giving as much as you give!

To Everyone -

Thanks for the great comments toward Tim and myself. As Tim stated before, this blog was born out of a lot of phone calls, emails and text messages that took place between he and I, over the course of the contest. We felt like we just had to share it with the SM community, in the form of a memo between he and I. Taking all of that information and condesing it into one cohesive blog post was difficult, but we were proud of it, and he as well as I are elated that so many of you have gotten value from, and enjoyed our work.

Thanks to you all!

[Tim]

@Holly - You are right, I didn't want to over-whelm everyone with specific techniques. A great idea Holly. Having promotional products at a trade show will significantly increase exposure from a brand marketing stand point. I worked in the promotional product industry for many years, there have been many studies in relation to any benefits to that type of marketing and of course always hard to measure results with promotional materials. I do feel it should be given out especially in the beginning process of branding your logo and product!

[Demega]

This is an outstanding blog. It lays it all out in a very simple and understandable explanation. Brand development is essential but often overlooked by new entreprenuers. Most of us concentrate on getting the sale. Well done Therran.

[Sam Diener]

GREAT POST..... Excellent to see...

Tim, you and I have talked about the product I want to build. This will be a great guide for me to follow!

Sam

[Scott]

Tim, Thanks!!!!
I will be sending you a CAD file next week, please quote ASAP and please feel free to make suggestions on best materials or design improvements
Scott

[Holly Rotman-Zaid]

Great information!The steps are outlined so simply and clearly that almost any one of us could bring a product to market with this sort of help.
But, there is another step or tool in the marketing arsenal that you completely left out-promotional merchandise. Unless you intend to give out samples of your actual spatula to folks you may want to consider including the use of promotional merchandise in your mix. Promotional items are a very concrete tool that if chosen with thought to your product, brand and message (all those things you outline)can be very powerful. The use of them in conjunction with all these other tools makes their communication that much more reinforced.

[Doug Hoff]

Great mix of strategic marketing and implementation put into a whole picture for a person wanting a clear concise picture. Thanks!

[Azra]

This is a great blog. The information is very useful, not only for companies just starting out, but even for well-established companies. Being in the Marketing realm myself, I agree wholeheartedly with all the topics discussed in this blog, especially social media. Great job, Tim!

[Craig Hutchings]

Tim

Once again all i can say is GREAT JOB! Keep up the good work!

Hutch

[Janna]

This is my first time visiting this blogspot. I am very impressed with the information I received here today. This information is very usable and should be helpful to any start-up business that is attempting to sell a product or service. Therran and Tim should continue to work together as often as possible.

[Anelyn]

Therran,

Fantastic job! I agree with Chris. You and Tim are genuises! Your collaborative efforts in marketing, branding and getting a new product to market have yielded an outstanding and understandable marketing/selling outline. Your blogs have been awesome. Keep up the fantastic work.

[Tim]

I just want to clarify that this was a memo style writing that Therran and I worked on together. It may be confusing if you don't realize this. Therran has amazing marketing skills, whereas I have expertise in product development. Therran and I have been communicating to figure out a way to actually market the product after it has gone to production. While Therran has amazing marketing skills, I do know how to sell the product. You will see that the first few paragraphs are Therran outlining branding where I go into the steps of selling the product on the market.

I am going to provide you with the links of first intro to New Product Development that will outline each step once again.

http://www.communitymarketing.typepad.com/my_weblog/2009/12/bring-your-invention-or-idea-to-life.html

Now that you have finished the last step which is "Marketing" you can go back to this first document and follow the links to each stage that will bring you to the ultimate goal of making millions!

It has been a pleasure working with everyone in this blog, reading, commenting and developing relationships have taken me to a whole new level. This is my first real blog experience and all the feedback has greatly helped me for future posts. I learned so much from everyone and all their personalities that I hate the fact that this competition is already over. I really look forward to staying in contact with all the contestants.

[Joe]

Your post is very helpful, fantastic advice for anyone forming or promoting their product/company.

Fantastic communication style...your ability to be succinct and entertaining is very much appreciated.

[Doug Robinson]

Excellent job once again Tim ! Keep up the great work i might get something on the market myself one day with this kind of thinking :D

[Kay Massey]

My friend just told me about this blog and I just had to come and read it. Good writing. You really do good professional work.

[Doug Jones]

You do good work. Missed all the others, but I am going back to read them now.

[Tommy Yescas]

GREAT JOB. YOU DO GOOD WORK.

[Sharon Morris]

Great job once again. Didn't expect nothing less from you though. Sorry to see this come to an end. Enjoy learning step by step, easy to follow instructions.

[Cheri]

A very well put together and informative site.

[jane]

Wonderful!!....i like the ideas and how you explain the business strategy -very details and specific were very helpful for those who wants to be entreprenuer. Feasibility study first before you star. thnks for the tips!!

[Chene Alford]

This is an accurate depiction of what is required to produce sales in marketing by way of proper advertising!!

[nick]

Nice job u have explained alot from start to finish and is very informative i thought the strategies u use to market something are very nice great job Tim.

[Brian]

I now understand what it takes to get an idea brought to life, in our everyday world. Starting as a simple thought that passes through the stages or processes of planning, design, building or construction, patening, branded, then marketed to consumers like me. Well done

[SILENTSHOCKER]

WELL DONE! EXCELLENT PRESENTATION..... :)

[ralph jones]

Great job with the outline and it's organized

[Felix]

Great job! It's a perfect outline of you got to do to get your product to sell. It's a great piece of work and very useful, thanks Tim!

[John]

Good to know! Thanks for sharing this w/ us!

[Aaron]

I agree completely. This is a awesome idea keep up the good work!

[Chris]

These guys are Geniuses! Collaborating and the expansion of combining knowledge and surefire ways of getting your product out to the masses is simplified. And totally agree with that if you go to search and your not in the top 20 it's hard to to get hits to your site and product! 2 thumbs up!

[Jason W.]

Very nice. I totally agree; especially the part about how you will do the marketing on the search engine. You do not want to google something and have your product no. 10,001 on the search results. Two thumbs up!!!

[Allie]

Great job of outlining all the marketing strategies and ways to develop your product to really get it out there! Very helpful

[Rob]

I love reading stuff like this. Well done!

[Steven Hewlett]

This was a very helpful thing to know. It gave me great tips to use while marketing and advertising any new products. I would use this information in the future. thx

[Mike]

It is great to see two like minded individuals work together who are competitors in a contest and post a collaborative blog. I applaud both of you and also congratulate you both on this post. It has great outlining strategies that should never be missed while branding and selling a product. Kudos Therran, Kudos Tim.

[ashleyanne]

Tim,

Good job! i like how yu have everything organized so it is understandable
this makes perfect sence to me and im sure anyone could understand it, keep up the good work.

[Manny]

Awesome, thank you for posting this blog... its helped alot. The way you have explained everything really gives the people of this day and age a chance to be something more.