You’ve got a great new product, but you just don’t know who will adopt it first. “Where is the low hanging fruit?” as we say in PR/marketing.
For example, you’ve developed a solar powered radio and customers will never have to buy another battery or hunt for a power outlet. Plus, your customers will be seen as “green”, forward-thinking, perhaps even thrifty.
But where do you start with marketing?
This may appeal to environmentalists, electronic enthusiasts, campers, the pool and patio crowd and outdoor workers such as landscapers, roofers, etc.
The solar powered radio might be a huge winner in high end catalogs like SkyMall, Brookstone’s, Frontgate, and Hammacher Schlemmer. (Yes, we have contacts who can arrange for this.)
It could be a big hit on QVC and other shopping channels. (We have some success stories for this as well.)
Or we might eventually go the Ginsu Knife screaming TV offer (Yes, we have a relationship with the original Ginsu Knife ad agency).
But first, we need a name that is either self-descriptive or, at the very least, positive and memorable.So we brainstorm for a great product name. Solar Sounds? Sunny Sounds? How about SunTunes? Or Dawn of a New Decibel. You get the idea.
Then, we build a WordPress based website that is well seen by search engines.
Then, we suggest a modest rollout.
Utilizing PR as a trial balloon in each potential market, we are able to TEST before investing heavily in that market. A well crafted news release touting the wonders of the environmental impact (or lack of it) could be rolled out to green niche publications. Similarly, the fun and trendiness of it would be emphasized for the pool and patio media. And so on.
As coverage is garnered for each target audience, we will quickly know where early traction is so you can expand marketing efforts.
Have a new product or service? Let us shed light on how you can quickly capitalize upon it.