“Starbucks represents something beyond a cup of coffee.” — Howard Schultz
Product Marketing
How do I want them to feel? This is the question I am ultimately trying to answer when I begin working on a product marketing project. I want to know everything about the market, the competition, the product, but most importantly, my buyer. It is one thing to build a product, it is quite another to build a brand and tell a story that turns customers into evangelists. These are the steps I take to craft messages that resonate.
Market Sizing
The first step before developing a new product is to make sure you have enough prospective buyers to justify your investment. How large is the market you will be selling into? There is value in attacking a niche market just as much as there is in a huge market as long as you know which you’re entering.
Persona Building
Who is your buyer? Are you selling to a highly technical audience or do you need to educate your decision makers? What other products or services do they currently use? Creating a model or persona that represents your target buyer is an incredibly powerful way to ensure you always speak to them.
Competitive Analysis
Entrepreneurs sometimes think being the first to market is the best case scenario. However, having competition can actually validate that you are on the right track in solving a problem that matters to people. Know who else is trying to compete for your customers, then aim to be different.
Mood Boarding
Here is the fun part! How do you want them to feel? Should your branding look modern or whimsical? Professional or retro? Knowing who you are speaking to through the persona building process will help you put together collateral that mirrors their personality and creates an unspoken emotional connection.
Product Differentiation
What makes your product unique? Why should customers choose your solution? I think it is important to keep track of the competition to the point where you know how to differentiate your product from what others provide. Customers get confused when offerings appear too similar.
Content Development
While imagery is important, the voice and tone you choose will evoke a feeling almost as powerful. Do you want your brand to feel light-hearted or intense? Should you present your product in a friendly way or from an expert perspective? This stage will easily flow once you’ve finalized the persona and mood board.