How to
Get New Products to Market and Create Effective Marketing Programs
that Generate Growing Product Sales
Great
marketing creates awareness, stimulates interest, and entices the
customer to buy.
Unfortunately,
products don't sell themselves. Without marketing, there's no sales. This
is true whether you sell online, in a retail store, or in a catalog.
The
only thing worse than no marketing is bad marketing. Bad marketing wastes
money, tarnishes your product, and misses money-making opportunities.
And
getting a product into a retail store is not enough. Retailers expect
you to get consumers interested and steer traffic to their stores. Products
that don't sell consistently are removed from the shelves, and you've
lost your opportunity.
Got New Product Roadmap?
Think of
the benefits of following a successful new product roadmap? Having a guide
will save you from the pitfalls, frustration, and from making costly mistakes.
Market-Step™ Process
The step-by-step method to quickly go from idea to market
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Imagine driving across the country without a map. You would likely zigzag,
backtrack, waste gas, and lose time. The same with bringing a product
to market. This is something you can do, but when you learn from someone
who has been there before, the ride will be much smoother, quicker, and
more profitable.
The House of Marketing
There
are several kinds of marketing. I specialize in product marketing.
From over 20 years of developing products as an engineer and marketing
products as a product manager, my methods are refined and successful.
To create your go-to-market strategy, I've created the House of Marketing™ to help you through the process.
If you jump from product development then
right into making ads, brochures and websites, stop now before you waste
your money.
Think of product marketing in terms of constructing
a house. First, the foundation is poured then the base structure, the
floors, and finally the roof.
House of Marketing™
The process to create your profitable go-to-market strategy
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The foundation of product marketing is
understanding the needs, wants, desires, and motivations of your customer.
What benefits do they strive for? What information are they looking for?
Why can't they solve their problems with what's currently available in
the market? What keeps them up at night?
Then you uncover the Market Environment
including competition, market trends, market size, opportunities, threats,
and success factors. Once you have the market data, then conceive the
Strategies. And then top the house with a roof which in this case is the
tactical marketing communications.
From
Bad to Worse, Turns into a Success Story
Here's
an example of how small changes in product marketing makes a big difference.
Ruben, a 38 year old business owner, had a new product in the market that wasn't
selling.
First he tried direct mail, then web marketing,
then trade shows, and small ads. Some customers would buy, but overall
he was wasting more and more money. He knew he was doing something wrong,
but not sure where to start.
His
new photography product was great. Taking quality pictures of a product
is important, especially when selling over the web. Instead of using a
camera flash, Ruben's photo lighting system creates an even amount of
lighting that eliminates shadows and hot spots. This is especially important
when shooting jewelry with its mirror-like reflective surfaces.
Looking
at his brochure, direct mail, trade show materials, and website, the problem
was obvious. First, there was no trigger to customers' needs and hot buttons.
Second, there was no consistency from brochure to website to advertising
and other materials. Third, there were no competitive advantages highlighted.
Fourth, direct mail wasn't using a two-step process, and had no compelling
offer. Fifth, the website had confusing content and poor navigation. Sixth,
well you get the picture.
Good
products with bad marketing wastes time and money. It wasn't his fault.
He was an inventor, not a marketer. Ruben needed realistic product marketing
guidance and a realistic step-by-step process.
Sales
are Up and Continue to Grow
My
techniques produce demonstrated results. When I helped Ruben with marketing,
sales went up dramatically. And instead of cold calling people, his customers
started calling in, or ordering directly from his website.
In just three months after we met, sales
were up 28% from the previous year and continued to climb. After six months,
sales averaged a 44% increase from the previous year. Now he has distributors
wanting to sell his product around the world. With continued innovation
and marketing, he has a line of successful products and keeps growing.
Marketing
Lessons You Can Apply
First
you have to understand your customer's true problems, needs and motivations.
Otherwise, your ads and promotions do not motivate a purchase. And once
you fully understand your customer, there must be consistency in your
message from website, to brochure, to ads, etc.
Basic
marketing principals, when followed correctly, works well and generates
sales. Importantly, you don't have to have a marketing degree to learn
my techniques.
"Every
achievement in the world was first initiated as a creative idea. First
the idea, then faith in it, then the means of implementing the idea.
That is the way success procedes."
— Dr. Norman Vincent Peale
I
started out as a frustrated inventor. I dropped out of college to work
on my inventions to try to change the world. But these good ideas failed
to make it into the market. It was disappointing to see my ideas show
up in the store made by someone else. The only good news was that if my
ideas were showing up in the market, I must be on the right track.
By
going back to school for an engineering degree, later getting an MBA,
and launching products for small to Fortune 500 companies, I've learned
how to turn ideas into million dollar products. The good news is that
you don't need to go through the hardship and frustration I went through.
You can learn how to market your product from my failures and successes.
Best
Marketing vs. Best Product
Is
your product the best out there? Success of your product is dependent
on marketing. I wish it wasn't so. I wish that the best product always
wins. But in reality, better marketing wins over better products.
Does McDonalds make the best hamburgers?
I don't think so. Does Dominoes make the best pizza? I've had better frozen
pizza. Does Microsoft create the best bug-free software? The point is
that if you've made the effort to make a good product, you need to at
least equal that effort with great marketing.
Your
Path to Product Success
You
have the product idea, you have the passion, you just need the additional
product marketing knowledge to make it happen.
To help you succeed I've created the Product Launch Kit. This step-by-step
system combines market planning, development, product launch and sales,
in one complete package. This system provides you with a clear roadmap
to get your product idea to market quickly and easily and then generate
income.
Product Launch Kit™
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With
the Product Launch Kit, you'll learn the steps to get to market,
methods for pricing, branding, packaging, advertising, publicity, and
much, much more, including:
•
How
to get retailers excited about your product
•
Know
what retailers expect from you, and then exceed their expectations
•
Market
research to understand your customer's buying process
•
How
to create packaging that retailers expect, and motivates customer
purchases
•
How to create
profitable marketing programs that work again and again
•
How
to make sure marketing doesn't waste money
•
Inexpensive
marketing tools to generate awareness, interest, and sales
•
How
to appeal to all people involved in the buying process
•
How
to price your product based on customer shopping styles, your costs,
and market demand
•
Advertising
methods to turn features into winning product benefits
•
How to overcome
any competition
•
Knowing
what pitfalls to avoid, and successes to follow
"Authentic
marketing is not the art of selling what you make but knowing what
to make. It is the art of identifying and understanding customer needs
and creating solutions that deliver satisfaction to the customers,
profits to the producers and benefits for the stakeholders."
— Dr. Philip Kotler, Professor of International Marketing
Products
are Abundant, But Time and Attention are in Short Supply
Today,
there's an abundance of products in the market. Due to the Internet and
retail giants like Wal-Mart, Target, and Home Depot, many products are
easily within reach of the average consumer.
With over 10,000 products and accessories
available in every shape, size, and color in a large retail store, people
are overwhelmed and distracted with choices. Your product has to not only
overcome direct competition, your product has to gain awareness within
the market clutter.
What's
in short supply today is our time and attention span. Since most people
are busy and rush from one thing to another, getting one's attention is
difficult. In marketing we refer to this as mindshare. And consider all
the advertisements for fast food, cars, and pharmaceuticals. People are
bombarded with marketing messages. If you're not using exceptional marketing
techniques, getting the right people interested in your product will be
close to impossible.
Before a Product Sale
There Must be Awareness
Do you have a good product? I'm sure
you do have a good product. I know you want to see your product in the
market. But if only a few people learn of your product, it will die on
the vine.
We've
all seen inferior products in the market and wonder how did that product
make it to the shelves? Most likely the product's owner understood the
power of marketing, but ultimately failed to deliver a worthwhile product.
Examples and Real Step-by-Step Procedures
As
your companion, the Product Launch Kit
will take you through important topics with precision and depth including:
•
Process
- The product marketing process from concept to producing sales
•
Market
Research - How to perform market research and locate free resources
•
Product
Marketing Plan - How to write a simple product marketing plan
to organize your strategies and tactics
•
Pricing
- How to calculate and set price points for the best profit return
•
Positioning
- How to position your product in the mind of your customer to stand
out above any competition or similar products
•
Branding
- How to come up with a great product name, develop a market theme,
and consistent messaging
•
Packaging
- The steps to get packaging designed and produced that's eye catching
to customers
•
Retailers
- How to get into retailers and other distribution channels
•
Launch
Checklist - How to form a launch checklist to organize your product
marketing activities
•
Press
Release - How to write press releases to get nationwide or worldwide
recognition
•
Advertising
- How to create powerful ads and how to buy advertising
•
AdWords
- How to use Google AdWords to drive traffic to your website and get
high click through rates
•
Direct
Mail - How to use direct mail to generate sales: make the right
offer, create the mail piece, get a mailing list, know the right timing,
and how to calculate the return on investment
•
Analysis
- How to log and analyze the effectiveness of your marketing efforts,
then revamp and bring in even more sales
Improves
Your Online Presence
Would you like to see your product appear
at the top of Google search results? Of course. Google has indexed over
29.7 billion web pages. And when people search for products, many keyword
searches return millions of hits.
So if you're planning to sell your product
online, my techniques will not only get your product noticed at the top
of search results, visitors will be eager to purchase your product.
"Too many inventors
with great ideas stumble when it comes to marketing. The Invention
Marketing DVD by Product Coach Matt Yubas simplifies the product
marketing process.
Not only does the DVD provide a roadmap to get to market, Mr. Yubas
goes into the details of marketability, getting into retail, the
buying process, and other important topics.
He also provides practical tips and advice on what to do and what
to avoid. If you are looking to learn how to market your product
or new invention, I recommend this DVD."
— Deb Hess, Executive Director, Minnesota Inventors Congress
Clear
and Concise
The
Product Launch Kit
material is clear and concise. Just straight to the point procedures,
steps, and examples. You'll quickly absorb the material and feel empowered
to market your product. Not only will you your questions be answered,
but I've been told they've learned new concepts they haven't heard from
any other source.
Take
Ownership
With
the Product Launch Kit
I lead you step-by-step through the entire process. Because the information
you're about to receive is the best resource on product marketing for
inventors and entrepreneurs, I offer a complete guarantee.
Don't try to reinvent the wheel yourself.
Take ownership of the Product Launch Kit
and for the first time you'll be on your way to turning your ideas into
reality.
Product Launch Kit 2008 Edition
All the information needed to —
Get your new product idea into the
market
Create winning marketing programs
Generate product sales
DVD:
Invention Marketing; How to Successfully Market Your Product Idea
Guidebook:
The Complete Guide to Marketing and Launching a New Product
Templates:
Invention Marketing Made Easy Templates
Product Launch Kit -- Download Now
Invention
Marketing DVD -- mailed to you
$44.95
Marketing Guidebook -- Adobe PDF Download
$24.95
Marketing Templates -- Adobe PDF Download
$19.95
Bonus
Booklets -- Adobe PDF Download
$14.95
Total:
$104.80
SPECIAL
PACKAGE:$79.00 Save
$25.80 (25%)
Special ends
• Click to order now with your Credit Card ... (PayPal, Visa, MasterCard, American Express, Discover, or eCheck) - FREE Shipping of DVD within USA
Outside
United States
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(PayPal, Visa, MasterCard, American Express, Discover, or eCheck)
•
You live in: Canada, Mexico, Americas, Europe, Asia, Pacific, Africa
...
•DVD sent via
Priority
Mail International 6-10 days $12.00 USD
Secure Online $79.00
+ $12.00
Product Launch Kit -- Printed and Mailed
Invention
Marketing DVD -- mailed to you
$44.95
Marketing
Guidebook -- printed 3 ring binder
$37.50
Marketing
Templates -- CD
$29.95
Bonus
Booklets -- printed
$19.95
Total:
$132.35
SPECIAL
PACKAGE:$95.00 Save
$37.35 (28%)
Special ends
• Click to order now with your Credit Card ... (PayPal, Visa, MasterCard, American Express, Discover, or eCheck)
• Click to order now with your Credit Card using Google Checkout
...
(Visa, MasterCard, American Express, or Discover)
If
you are not satisfied for any reason, you'll receive a 100% refund
of your money (less shipping) if returned within 60 days of purchase.
Product
Coach is PayPal Verified. Verified members have successfully completed
PayPal's Verification system to establish their identity with PayPal.
PayPal
is a secure online payment system owned by eBay. PayPal can be reached
at 1-888-221-1161.
If
you have any questions or issues ordering please contact me.
Tax Tip: The Product Launch Kit is likely to be deductible as a business expense. Consult with
an accountant or financial advisor for details.
Included in the Product Launch Kit ...
Invention
Marketing DVD
The
new DVD Invention Marketing; How to Successfully Market Your Product
Idea simplifies and demystifies product marketing. Just one of the
many tips and techniques can make a big difference in how well your product
will sell in the market.
By
watching this video, you'll learn how to turn your product into a success
including:
• The steps to approach
and get into retailers
• What retailers expect from you
• Support that retailers want
• Tips to create attractive packaging
• Why having competitors is ok
• Methods to turn product benefits into competitive advantages
• Typical causes of product failure
• How products succeed
• The roadmap to get from product idea to market
• Inexpensive marketing tools to generate awareness, interest, and
sales
• Market research to understand your customer's buying process
• The need to appeal to all people involved in the buying process
• How to price your product based on customer shopping styles
• How to calculate profit potential
"They'll sure
get their money's worth when they get the Invention Marketing
DVD. I've even absorbed some very good new inventive ideas and suggestions
;-)
I can only concentrate
so long in viewing before the proliferation of information overwhelms.
It should be tasted slowly, as one would be eating delicious ice-cream...
So-o-o good.
I'll be referring
to it again and again."
— Robert Scheinkman,
President and Mentor, Inventors Association of St. Louis
If
you're like me, watching an educational program stimulates new ideas and
jumpstarts thinking of details you haven't thought of before. While watching
my DVD I recommend having paper and pen handy as you'll be taking numerous
notes, and coming up with new marketing ideas.
DVD details
include:
• Title: Invention Marketing; How to Successfully Market Your
Product Idea
• Format: DVD (Home Player or Computer)
• Language: English
• Aspect Ratio: 1.33:1
• Number of Discs: 1
• Run Time: 1 hour 20 minutes
• Features: Interactive Menus
• Copyright: 2007
• ISBN: 0-9725521-7-0
• UPC: 805238820921
• Studio: Broadword Publishing
• Production: Sunray Video Production
Customizable
Marketing Templates
Sometimes
making sense of all the marketing can make your head spin. Turning information
into practical usable steps is always a challenge. In the Product Launch Kit
there are several forms, checklists, and worksheets.
The templates are customizable forms, exercises,
financial spreadsheets and checklists in Microsoft Work and Excel. You
can use them as is or copy and paste into your own documents.
Included
are real-world examples that you can apply to your product. There is the
Product Marketing Plan that I created to launch a wireless product. This
marketing plan shows you how I organized the market data, created strategies,
and developed tactics to generate sales.
In addition, there is filled-in Marketing
Calendar example which shows how the marketing communications were budgeted
and planned on a monthly basis.
Overall,
there are 30 templates that save time, improve your planning, and organization:
Market Development
· Advertisement Development
· Brochure Development
· Direct Mail Development
· Direct Mail Math
· Google AdWords Ads
· Marketing Calendar
· Marketing Calendar Example
· Marketing Theme
· Packaging Elements
· Packaging Design
· Website Development
You'll also
receive three bonus booklets with the Product Launch Kit.
• Brand or Be Branded by Andrew Chapman. Branding is a fundamental
aspect of marketing and yet very few understand this important concept.
Mr. Chapman is an expert in branding and expert in simplifying complex
topics. You'll learn the basics of branding and how it applies to your
product. And Brand or Be Branded includes exercises to help you
bring your brand to life.
• Marketing Playbook Sampler by John M. Fox. Get some free
marketing plays on putting together a brochure, product photography,
and assembling a presentation binder.
• How to Get Money for Your Product Idea by Matthew Yubas takes
you through the steps of raising money, writing a business plan, what
investors want, loans, and more.
Summary
Instead of trying to piece together a
game plan for your product, have the information you need in one convenient
and time saving kit. When you get the Product Launch Kit
I look forward to a letter from you, telling me how you've made a great
success!
Enjoy,
Matthew
Yubas
P.S. Remember, you get the Product Launch Kit with a 100% money-back
risk-free guarantee for 60 days, less shipping. No hassles. No questions.
Outside
United States
