Marketing strategies that align with your launch goals
At Motion, we understand the intricacies involved in launching a new product, service, or start-up business in the manufacturing, engineering and IT sectors. Whether you’re a well-established organisation seeking to introduce an innovative product or a budding start-up, we recognise the need to create compelling narratives, build brand awareness and generate excitement among your target audience. Motion’s team of technical and industry marketing professionals specialise in developing tailored strategies that align with your goals and consider a path to sustainable growth and success.
No matter how exceptional your product or service may be, its success relies on getting it known and trusted by the right audience. Without establishing a strong foundation and instilling confidence in your offering, it won’t be effectively used or sold. Therefore, before embarking on demand generation efforts, it is vital to lay the groundwork for launch campaigns. Even if you drive traffic to your website, it will be futile if your page content fails to engage visitors. Similarly, without essential sales tools in place, competitors will seize potential leads away from you. To identify and implement the necessary foundations, we utilise the sales funnel to assess your marketing focus – pinpointing weaknesses and leveraging strengths.
Typical marketing services for launching a service include:
Launching a Service
When working with an experienced marketing agency, service positioning is a core component that will be implemented when launching a service. A service positioning strategy is crucial for differentiation, aligning with the target audience, establishing a competitive advantage, communicating value, ensuring consistency, and driving long-term growth. It shapes how a business is perceived, sets it apart from competitors, and effectively communicates the unique benefits of its services, ultimately leading to customer engagement, loyalty, and business success.
Unlike product marketing, when launching a service, building trust and relationships is more important when there is no tangible asset. Incorporating testimonials and reviews from satisfied customers into marketing materials, such as on a website, LinkedIn posts or customer quotes within brochures helps to build credibility. Positive feedback and social proof can significantly influence the decision-making process.
Effective marketing includes building relationships with potential customers through lead nurturing campaigns, personalised email marketing and targeted networking events. Investing in this approach from the start helps cultivate trust and long-term partnerships with clients who can become loyal brand advocates. We have helped companies with service range and service market positioning.
Launching a New Product
Marketing is a vital component when it comes to product launches. One of the primary reasons marketing is essential in this context is the ability to engage in targeted communication. Companies can effectively communicate the unique features, benefits, and value propositions of a new product to their target audience through various marketing channels. By employing strategies such as advertising, content marketing, and social media, companies can create focused campaigns that generate anticipation and awareness among potential customers. This targeted approach ensures that the right message reaches the right people, increasing the chances of a successful product launch.
For many of our technology customers, a new product often means education and enablement for the target audience. As new products and solutions can often be technically complex, ensuring the right tools are in place will help speed up the buying process. We have created many educational and enablement tools both for the sales team and prospects, including product brochures, white papers and case studies, which have proven to be effective in helping customers visualise how solutions can integrate seamlessly into their unique business environments.
We have a track record of assisting companies with product range and product marketing positioning. By collaborating with sales and business development teams, we gain insights into how new products can integrate with existing offerings and identify potential product bundle opportunities. Our approach encompasses comprehensive competitive analysis, deep industry understanding, streamlining the user buyer journey, establishing clear naming conventions, and optimising product range presentation on websites.
We acknowledge that many product ranges may have been shaped around a company’s internal systems or history, often focusing on the company’s needs rather than the target audience. At Motion, we recognise the importance of shifting the focus towards the customers’ perspective.
In certain cases, each product range requires distinct core messaging, which extends beyond just describing functionalities and benefits but includes application examples. Motion ensures seamless alignment of all these factors, crafting compelling strategies that resonate with the intended audience and drive success.
As your target audience are rarely active on one platform alone, leveraging the various marketing channels such as social media, email marketing PR, organic lead generation and paid search can help generate anticipation around your product launch. A multi-channel approach maximises reach and ensures that the target audience receive consistent messaging for improved product and brand recognition.
Typical marketing services to aid product launches include:
- Market segmentation
- Product messaging and communication
- Multi-channel promotion
Typical marketing services to aid a company launch include:
Launching a Company
Marketing plays a pivotal role in the successful launch and potential growth of any company. By effectively utilising a portfolio of marketing strategies and tactics, you can establish a strong market presence, attract customers and differentiate from the competition.
First and foremost, when launching a company, marketing acts as a powerful communication tool that bridges the gap between you and the target audience. By creating compelling content and brand narratives, companies can easily convey the value, uniqueness and technical benefits of their products or services to prospects.
Marketing also plays a crucial role in building your company’s brand and reputation. By developing a strong brand identity and consistent messaging, you can create a favourable perception among your target audience. This brand equity not only helps in attracting new customers but also fosters customer loyalty and advocacy, leading to repeat business and positive word-of-mouth referrals.
Furthermore, marketing facilitates market research and analysis that will not only provide valuable insight into the competitive landscape and marketplace for informed business decisions and future opportunities but also to help understand the target audience, their needs, mindsets and typical daily challenges. This data can be used to create a detailed customer persona, which can be used throughout the marketing strategy and that we believe has become a company’s most important marketing asset.
Get in Touch
At Motion Marketing we specialise in the Technology, Manufacturing, Engineering and IT sectors. We speak your technical language and can work with you as a strategic partner or focus on specific projects.