What is Product Marketing

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What is marketing?  Is it more than advertising?  You betcha.  According to American Marketing Association

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013)

In my words Marketing is the act of educating a customer with respect to the benefits of your product, and why it should be selected over alternatives.

In essence marketing makes the sale possible or at the very least it definitely makes it easier.

Marketing creates your brand, the identity of the business, and the method that you communicate with your customers.

I offer two examples. 

Suppose that you own a garbage collection company, what marketing would you need to reach your customer base?  For starters the Trucks!  In this case clearly branding your trucks so that they are distinctly different from your competition is important as they serve the purpose of being mobile billboards.   Potentially to use print ads that would be seen at local businesses that your key customers frequent.  In the past a key place to advertise would have been the Yellow Pages.

In the second example suppose you have just created the best app for keeping high school students organized. Due to the potential larger reach electronic ads may make sense.  Having an ad that is available when someone searches for back to school information is a solid choice.  A more concrete or physical approach would be to partner with a supplier of school supplies to offer a free trial, when someone purchased a notebook for example.


You know you need marketing, but what do you need to do?

              Set a goal first – never spend time or money without a goal defined.  You will never end up obtaining the results you hoped for.


Now you are ready to think about your own marketing

Laying the foundation for your marketing.  Without some form of marketing your potential customers would never know that your business exists.  Depending on your business different types and amounts of marketing may be required.

Always include a call to action

Make your message available where people would typically go to find what your company provides


Identify who your ideal customer is.  Create an Avatar of them.  Do their interests and values align with what you are selling?

              Make sure that your messaging will resonate with them.

Decide the goal of the particular marketing effort

              For Example:

              Are you hoping to connect with potential customers to let them know you are out there?

              Are you trying to close a deal?

Are you working to build your funnel of potential customers that your can send additional information to.

The ultimate goal is to reach your customer and get them” in the mood” to buy

As a closing thought

              Unless you are setting up a brick and mortar store it is likely that you may never meet your customers face to face.  If that is the case how can you create a connection with your customers? 

Tell your story every opportunity that you have and on multiple platforms.  Let your potential customers know who your company is, what you value, and why you are in business.

I hope that you have found this post to be beneficial and offers you something to think about as you are marketing your products.  If you have any questions, please go to our website  www.twosparrowsls.com or contact me through any of our social media channels.

Again this is Jason From Two Sparrows Design and Development.  Have a great week.  Have a great year!

Never Stop!