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- Clearly articulate the value proposition in language that resonates with the target audience;<\/li>\n\n\n\n
- Identify and leverage the right mix of formats and communication channels;<\/li>\n\n\n\n
- Align with the buying cycles of potential customers.<\/li>\n<\/ul>\n\n\n\n
If companies struggle so much to tell the story of their new products, it\u2019s because the task is particularly challenging, requiring a combination of multiple skills that must overlap and complement each other: <\/strong>copywriting, targeting, selecting the right formats, activating the appropriate communication channels, and the ability to measure performance in real-time to make adjustments.<\/p>\n\n\n\n
To support companies looking to maximize the chances of success for their new offerings, we have decided to dedicate a series of articles to the different facets of this process:<\/p>\n\n\n\n
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- Episode 1 <\/strong><\/strong>\u2013 Launching a new offering: how to maximize success and avoid going off-track?<\/li>\n\n\n\n
- Episode 2 <\/strong><\/strong>\u2013 What marketing format mix should be used to communicate about a new offering?<\/li>\n\n\n\n
- Episode 3 \u2013 Spotlight on an essential communication lever: Zeineb Makhlouf<\/a>,<\/strong>\u00a0Paid Media Manager, analyzes video in B2B<\/li>\n\n\n\n
- The infographic <\/strong>summarizes the key steps for a successful communication plan.<\/li>\n<\/ul>\n<\/blockquote>\n\n\n\n
The three pitfalls that threaten the launch of your new offer<\/strong><\/h2>\n\n\n\n
The common denominator among new products or services that fail to find their audience is often “navel-gazing.”<\/p>\n\n\n\n
These offerings are usually developed independently of the end user, <\/strong>guided by the biased compass of belief and intuition (at the expense of data), combined with a tendency to favour “easily available” resources over those truly needed to craft an offering that is genuinely useful and competitive.<\/p>\n\n\n\n
This pitfall of navel-gazing can result in technically sound and relatively effective solutions, but ones that are completely disconnected from the real needs of the target audience<\/strong>. They effectively solve a problem that the audience does not have or considers secondary.<\/p>\n\n\n\n
\ud83d\udd17 In the first episode of this series<\/mark><\/a>, we review:<\/p>\n\n\n\n
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- The three pitfalls <\/strong>that threaten the launch of your new offering: navel-gazing, neglecting the \u2018micro\u2019 dimension, and underestimating market inertia;<\/li>\n\n\n\n
- The importance of market research and surveys <\/strong>in the development and launch of a new offering;<\/li>\n\n\n\n
- The different types of studies <\/strong>to consider before designing and then launching a new offering.<\/li>\n<\/ul>\n\n\n\n
What marketing format mix should be used to communicate about a new offer?<\/h2>\n\n\n\n
Even if your offering is well-developed, competitive, and aligned with the real needs of your target audience, it risks failing before it even begins without a communication strategy designed and executed according to best practices.<\/p>\n\n\n\n
How many innovations have gone completely unnoticed, only to become financial sinkholes, due to weak, generic, or completely off-target communication campaigns? Failure can also occur if an innovative offering (or one targeting an uninformed audience) is not supported by an evangelization effort.<\/strong><\/p>\n\n\n\n
To sell, it’s not enough to be right (with a high-performing product). You must also ensure that people know about it<\/strong>. At this stage, everything depends on the relevance of the message and the marketing format mix:”<\/p>\n\n\n\n
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- Advertorials<\/strong>, <\/strong>a dense and ‘serious’ form of communication targeting an audience already engaged with a credible, legitimate, and somewhat specialized media outlet;<\/li>\n\n\n\n
- Display ads<\/strong>, <\/strong>used during the awareness and discovery phase, relying on strong visual impact, contextual targeting, and retargeting<\/em>;<\/li>\n\n\n\n
- Social media formats<\/strong>, <\/strong>the core of the strategy: sponsored posts and stories, short videos, carousels, lead ads<\/em>, etc.;<\/li>\n\n\n\n
- Email marketing<\/strong> <\/strong>on a proprietary and\/or third-party database to reach the core target audience directly.<\/li>\n<\/ul>\n\n\n\n
\ud83d\udd17 Find in the second episode of this series<\/mark><\/strong> the different formats to use to support the launch of your new offer.<\/p>\n\n\n\n
Capitalize on a winning combo to generate business on social media<\/h2>\n\n\n\n
Exceptional ROI, wide reach on LinkedIn, a tool highly favoured by both consumers and B2B decision-makers\u2026 Short video ticks all the boxes for engaging audiences on social media:<\/strong><\/p>\n\n\n\n
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- The video format entertains and presents information more attractively<\/strong>;<\/li>\n\n\n\n
- LinkedIn prioritizes <\/strong>video in its news feed;<\/li>\n\n\n\n
- Purchase decisions are increasingly being made by millennials<\/strong>;<\/li>\n\n\n\n
- Decision-makers use videos<\/strong> to speed up their decision-making process.<\/li>\n<\/ul>\n\n\n\n
Zeineb Makhlouf, Paid Media Manager at Infopro Digital Media, shares her expert advice in an exclusive interview<\/mark><\/a>, on how to effectively use video and integrate it into your communication strategy.<\/p>\n\n\n\n
8 key steps for a well-structured strategy<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.infopro-digital-media.fr\/app\/uploads\/2024\/09\/Infographie-Nouvelle-Offre-410x1024.png\")
<\/figure>\n\n\n\nIt’s up to you!<\/p>\n\n\n\n
- LinkedIn prioritizes <\/strong>video in its news feed;<\/li>\n\n\n\n
- Display ads<\/strong>, <\/strong>used during the awareness and discovery phase, relying on strong visual impact, contextual targeting, and retargeting<\/em>;<\/li>\n\n\n\n
- The importance of market research and surveys <\/strong>in the development and launch of a new offering;<\/li>\n\n\n\n
- Episode 2 <\/strong><\/strong>\u2013 What marketing format mix should be used to communicate about a new offering?<\/li>\n\n\n\n
- Episode 1 <\/strong><\/strong>\u2013 Launching a new offering: how to maximize success and avoid going off-track?<\/li>\n\n\n\n