Part II | Promotion

Step 1

Decide where you will sell your product. Based on your target customer and brand position, your best options might include retail stores, online, in catalogs, through TV offers or with direct mail. Consider your price point and branding when you choose distribution channels. Selling a high-end product at Wal-Mart, for example, sends a mixed message.

Step 2
Develop a public relations campaign to generate free media attention about your product. Send press releases to newspapers, industry trade associations, magazines, websites and radio stations. Write your press releases to focus on the newsworthiness to the public rather than making your communication read like a free ad. If you are a new business, stress that angle in local publications. If you have won awards, play that up. If you are creating jobs in a community, lead with that fact.

Step 3
Create an advertising campaign to send a controlled message to the marketplace. Research different media using each one's media kit. A media kit contains the demographics of the readers, viewers or listeners of a newspaper, magazine, website, TV station or radio station. Using the reader profiles in the media kits, choose media outlets with audience demographics similar to your target customers. In the ads, sell the benefits of your product or service rather than the features. Have a grand opening.

Step 4
Use promotions to generate more brand or product awareness. Create in-store promotions, such as coupons, aisle displays or product sampling. Sponsor events, such as charity balls, auctions or sporting events. Donate products to charities to raffle or auction.

Source: smallbusiness

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