3 Critical Pieces Of Promotional Literature For Your New Product Launch
A business can flounder without the proper promotional literature in place to support a product launch. You would never want to go into a meeting without something that you could leave behind for people to remember you by. Something like a brochure or business card that they can touch. Your sales staff needs these products to inform prospects about why your new product is necessary. It aids them in making an informed decision and taking appropriate action based on that decision. It’s important that every piece of your product launch literature, supports each other – they all fill a specific role.
There’s nothing more embarrassing than saying you don’t have a business card. You aren’t a real company without one. Just like the government requires citizens to have social security cards, business cards are a sales necessity. They’re used more than any other marketing item. At their most basic level, they provide vital contact information to your clients when they need it most – when they’re trying to get a hold of you.
Include a copy of your card any time you provide promotional literature to a prospect. When meeting or discussing your new product with anyone you network with, make sure you have plenty of cards on hand. Don’t forget them when you’re at trade shows and conferences.
Try using business cards in different ways. Place an image or phrase specific to your new product on the back of your card. You don’t have to get a full run of cards made for this. Find a printer who’ll let you do a lower number, less than 200. This custom card might cost more, but it’ll give you something different to pass out. Use these cards with any product launch activities that you have planned. You end up with a card that’s more limited in the time frame you can use, but it gives you something unique to pass out.
By pulling double duty as an informational piece and a sales tool, brochures can really help your product launch. Anytime there’s potential interest in your product, like when meeting with a new client, you’ll want to provide them with a copy of your brochure. When someone has requested follow up information, they should be used also. You could mail them to existing clients as a way of announcing your new product. Keep your product information simple, though – make it clear that they should come to you for any answers to their questions.
Your brochure needs to sell the idea of your product to your prospects. It should tell them why they need your product and how it will make their lives better. Show them what your product does for them and how it benefits their lives.
Companies can place brochures in specific locations to attract shoppers to your new product. If your store is launching a new model of bike, place brochures in a bike shop near the older models to drum up interest. Even though someone might be in the shop looking for the old model, they still could become interested in the new one based on that brochure.
Also consider using a booklet. They allow you to go into more detail than a brochure, which means a greater opportunity to address the needs of your prospects. Rack cards are another alternative. They’re smaller (usually slightly larger than one panel of a brochure), but they are two sided. They can include a quick promotional message as well as coupons. The smaller size makes them perfect to place in hotels or other place of business.
By complimenting your other promotional literature, flyers enable you to go after a broader market. They offer a smaller, more specific amount of information than a brochure does. Think of the fact sheets that are typically handed out at a trade show or conference, or a sell sheet at a car dealership. The goal of the flyer is to draw the attention of your clients to your launch with a message that is quick and easy to understand. They can tell your clients and customers exactly how the new product will benefit them.
In using the flyer for a new product launch, you’ll want to show a few images of the item. If it’s for a service then make sure to use pictures that represent your brand or business. The style of your flyer should fit with the look and feel of your other printed materials. Make sure to include contact or other relevant follow up information you want your prospect to have.
These three avenues of promotion should inform, excite and direct your target in a clear and concise way. If you correctly incorporate them into your product launch literature, they can be an outstanding asset. Think of these materials as the baseline for your new product launch – a critical reference point for your clients and prospects. They make you look like a professional, established business, not like you’re launching a lemonade stand.
May 16, 2017
May 16, 2017