Submitted by Anonymous on Thu, 09/02/2010 - 8:09am

By Scott Moody, Marketing Matters

This is always an exciting time of year at our agency as our team amps up for CEDIA EXPO 2010. Catalogs, booth design, email blasts, promo goods, ads, shipping and receiving, press releases, etc. --you name it, we're doing it.

One thing I'm pretty excited about for this year's show is new product launches from quite a few of our clients. As you may know, in the custom electronics industry there can be a lot of "me too" products out there, so I'm always jazzed whenever we get to help a client introduce something that's never been seen or done.

But as I mentioned, there are a lot of folks making the same widget out and with all things equal, what makes some more successful than others? I would argue that it's the way they launched their product. We see so many companies spend the time and resources to develop their new, revolutionary, innovative, state-of-the-art, ground-breaking, unique (did I get them all?) widget, and then just expect their customers to just run and snatch them up. After pouring their heart and soul into a project, these companies often feel their product is the best the industry has to offer--and it may be--but if not properly marketed, their customers will never see the benefit.

To help you successfully launch that widget, I've put together a few ideas as part of a coordinated marketing/communications strategy.

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