How
to Successfully Get Your Product Idea into the Market
By
Matthew Yubas
Great
marketing creates awareness, stimulates interest, and entices the customer
to buy.
There
are several kinds of marketing. I specialize in product marketing. For
over 24 years I've developed products as an Engineer and later successfully marketed
products as a Product Manager for corporations as well as an entrepreneur and
business owner.
The major problem I see,
is when you jump from product development right into creating advertisements,
brochures and websites. If this is you, stop now before you waste your
money.
Think of product marketing in terms
of constructing a house. First, the foundation is poured then the base structure,
the floors, and finally the roof.
House
of Marketing™
The process to create your profitable go-to-market strategy
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The foundation of product marketing is understanding the needs, wants, desires,
and motivations of your customer. What benefits do they strive for? What information
are they looking for? Why can't they solve their problems with what's currently
available in the market? What keeps them up at night?
Then
you uncover the Market Environment including competition, market trends, market
size, opportunities, threats, and success factors. Once you have the market data,
then conceive the Strategies. And then top the house with a roof which in this
case is the tactical marketing communications.
From
Bad to Worse, Turns into a Success Story
Here's
an example of how small changes in product marketing makes a big difference. Ruben,
a 38 year old business owner, had a new product in the market that wasn't selling.
First he tried direct mail, then web
marketing, then trade shows, and small ads. Some customers would buy, but overall
he was wasting more and more money. He knew he was doing something wrong, but
not sure where to start.
His
new photography product was great. Taking quality pictures of a product is important,
especially when selling over the web. Instead of using a camera flash, Ruben's
photo lighting system creates an even amount of lighting that eliminates shadows
and hot spots. This is especially important when shooting jewelry with its mirror-like
reflective surfaces.
Looking
at his brochure, direct mail, trade show materials, and website, the problem was
obvious. First, there was no trigger to customers' needs and hot buttons. Second,
there was no consistency from brochure to website to advertising and other materials.
Third, there were no competitive advantages highlighted. Fourth, direct mail wasn't
using a two-step process, and had no compelling offer. Fifth, the website had
confusing content and poor navigation. Sixth, well you get the picture.
Good
products with bad marketing wastes time and money. It wasn't his fault. He was
an inventor, not a marketer. Ruben needed realistic product marketing guidance
and a realistic step-by-step process.
Sales
are Up and Continue to Grow
My
techniques produce demonstrated results. When I helped Ruben with marketing, sales
went up dramatically. And instead of cold calling people, his customers started
calling in, or ordering directly from his website.
In
just three months after we met, sales were up 28% from the previous year and continued
to climb. After six months, sales averaged a 44% increase from the previous year.
Now he has distributors wanting to sell his product around the world. With continued
innovation and marketing, he has a line of successful products and keeps growing.
Marketing
Lessons You Can Apply Now
First
you have to understand your customer's true problems, needs and motivations. Otherwise,
your ads and promotions do not motivate a purchase. And once you fully understand
your customer, there must be consistency in your message from website, to brochure,
to ads, etc.
Basic
marketing principals, when followed correctly, works well and generates sales.
Importantly, you don't have to have a marketing degree to learn my techniques.
"Every
achievement in the world was first initiated as a creative idea. First the idea,
then faith in it, then the means of implementing the idea. That is the way success
procedes."
— Dr. Norman Vincent Peale
I
started out as a frustrated inventor. I dropped out of college to work on my inventions
to try to change the world. But these good ideas failed to make it into the market.
It was disappointing to see my ideas show up in the store made by someone else.
The only good news was that if my ideas were showing up in the market, I must
be on the right track.
By
going back to school for an engineering degree, later getting an MBA, and launching
products for small to Fortune 500 companies, I've learned how to turn ideas into
well marketed products that generate sales. The good news is that you don't need
to go through the hardship and frustration I went through. You can learn how to
market your product from my failures and successes.
Best
Marketing vs. Best Product
Is
your product the best out there? Success of your product is dependent on marketing.
I wish it wasn't so. I wish that the best product always wins. But in reality,
better marketing wins over better products.
Does
McDonalds make the best hamburgers? I don't think so. Does Dominoes make the best
pizza? I've had better frozen pizza. Does Microsoft create the best bug-free software?
Your
Path to Product Success
You
have the product idea, you have the passion, you just need the additional product
marketing knowledge to make it happen.
To help you succeed I've created the Product Launch Kit. This step-by-step
system combines market planning, launch, marketing, and sales, in one complete
package. This system
provides you with a clear roadmap to market your product step-by-step that generates
income.
Product
Launch Kit™ The
Complete Guide to Marketing and Launching a New Product
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With
the Product Launch Kit, you'll learn the steps to get to market, methods
for pricing, branding, packaging, advertising, publicity, and much, much more,
including:
•
How
to get your product into retailers
•
Know
what retailers expect from you, and then exceed their expectations
•
How
to understand your customer's buying process
•
How
to create packaging that retailers expect, and motivates customer purchases
•
How
to create profitable direct response marketing programs
•
How
to calculate a financial return so that marketing doesn't waste money
•
How
to use inexpensive marketing tools to generate awareness, interest, and sales
•
How
to appeal to all people involved in the buying process
•
How
to price your product based on customer shopping styles, your costs, and market
demand
•
How
to emphasize product benefits from your product's features
•
How
to overcome competition
•
Knowing
what pitfalls to avoid, and successes to follow
"Authentic
marketing is not the art of selling what you make but knowing what to make. It
is the art of identifying and understanding customer needs and creating solutions
that deliver satisfaction to the customers, profits to the producers and benefits
for the stakeholders."
— Dr. Philip Kotler, Professor of International
Marketing
Products
are Abundant, But Time and Attention are in Short Supply
Today,
there's an abundance of products in the market. Due to the Internet and retail
giants like Wal-Mart, Target, and Home Depot, many products are easily within
reach of the average consumer.
With over
10,000 products and accessories available in every shape, size, and color in a
large retail store, people are overwhelmed and distracted with choices. Your product
has to not only overcome direct competition, your product has to gain awareness
within the market clutter.
What's
in short supply today is our time and attention span. Since most people are busy
and rush from one thing to another, getting one's attention is difficult. In marketing
we refer to this as mindshare. And consider all the advertisements for fast food,
cars, and pharmaceuticals. People are bombarded with marketing messages. If you're
not using exceptional marketing techniques, getting the right people interested
in your product will be close to impossible.
Before a Product
Sale There Must be Awareness
Do you have a good product? I'm sure
you do have a good product. I know you want to see your product in the market.
But if only a few people learn of your product, it will die on the vine.
We've
all seen inferior products in the market and wonder how did that product make
it to the shelves? Most likely the product's owner understood the power of marketing,
but ultimately failed to deliver a worthwhile product.
Examples and Real Step-by-Step Procedures
As
your companion, the Product
Launch Kit takes
you through important topics with precision and depth including:
•
Process
- The product marketing process from concept to producing sales
•
Market
Research - How to perform market research and locate free resources
•
Product
Marketing Plan - How to write a simple product marketing plan to organize
your strategies and tactics
•
Pricing
- How to calculate and set price points for the best profit return
•
Positioning
- How to position your product in the mind of your customer to stand out above
any competition or similar products
•
Branding
- How to come up with a great product name, develop a market theme, and consistent
messaging
•
Packaging
- The steps to get packaging designed and produced that's eye catching to customers
•
Retailers
- How to get into retailers and other distribution channels
•
Launch
Checklist - How to form a launch checklist to organize your product marketing
activities
•
Press
Release - How to write press releases to get nationwide or worldwide recognition
•
Advertising
- How to create powerful ads and how to buy advertising
•
AdWords
- How to use Google AdWords to drive traffic to your website and get high click
through rates
•
Direct
Mail - How to use direct mail to generate sales: make the right offer, create
the mail piece, get a mailing list, know the right timing, and how to calculate
the return on investment
•
Analysis
- How to log and analyze the effectiveness of your marketing efforts, then revamp
and bring in even more sales
Improves
Your Online Presence
Would you like to see your product appear at
the top of Google search results? Of course. Google has indexed over 29.7 billion
web pages. And when people search for products, many keyword searches return millions
of hits.
So if you're planning to sell
your product online, my techniques will not only get your product noticed at the
top of search results, visitors will be eager to purchase your product.
"Too many inventors
with great ideas stumble when it comes to marketing. The Invention Marketing
DVD by Product Coach Matthew Yubas simplifies the product marketing process.
Not only does the DVD provide a roadmap to get to market, Mr. Yubas goes
into the details of marketability, getting into retail, the buying process, and
other important topics.
He also provides practical tips and advice on
what to do and what to avoid. If you are looking to learn how to market your product
or new invention, I recommend this DVD."
— Deb Hess, Executive
Director, Minnesota Inventors Congress
Clear
and Concise
The
Product Launch Kit
material is clear and concise. Just straight to the point procedures, steps, and
examples. You'll quickly absorb the material and feel empowered to market your
product. Not only will you your questions be answered, but I've been told they've
learned new concepts they haven't heard from any other source.
Take
Ownership
With
the Product Launch
Kit
I lead you step-by-step through the entire process. Because the information you're
about to receive is the best resource on product marketing for inventors and entrepreneurs,
I offer a complete guarantee.
Don't try
to reinvent the wheel yourself. Take ownership of the Product
Launch Kit
and for the first time you'll be on your way to turning your ideas into reality.
Product
Launch Kit
Get
all the information needed to launch and market your product
Guidebook:
The Complete Guide to Marketing and Launching a New Product
DVD:
Invention Marketing; How to Successfully Market Your Product Idea
Templates:
Marketing Templates
Product
Launch Kit includes:
• Guidebook in 3-Ring Binder: The
Complete Guide to Marketing and Launching a New Product takes you step-by-step
from planning, to development, to launch, and growing sales.
• Seminar
DVD: Invention Marketing; How to Successfully Market Your Product Idea
showing you many marketing steps including getting into retail.
•
Templates CD: Invention Marketing Templates includes marketing plan
examples, customizable forms, spreadsheets, and more.
• Bonus
eBook 1 with Kit:Brand or Be Branded. Andrew Chapman shows how branding
is a fundamental aspect of marketing and yet very few understand this important
concept. Mr. Chapman is an expert in branding and expert in simplifying complex
topics. You'll learn the basics of branding and how it applies to your product.
• Bonus eBook 2 with Kit:Marketing Playbook Sampler.
John M. Fox provides some free marketing plays on putting together a brochure,
product photography, and assembling a presentation binder.
• Bonus
eBook 3 with Kit:How to Get Money for Your Product Idea. Matthew Yubas
takes you through the steps of raising money, writing a business plan, what investors
want, loans, and more.
•
Bonus eBook 4 with Kit:Insider Secrets to Selling on QVC. Matthew
Yubas interviews Kim Babjak who reveals what QVC is looking for, pricing, manufacturing
and more.
• Bonus
eBook 5 with Kit:Wal-Mart Secrets Transcript. Joe McVoy has sold millions
of dollars of products to Wal-Mart, Target, and retailers across the country.
You'll receive a written transcript (29 pages) of an interview discussing how
Joe got started, how he tests ideas, and how he built a track record of successful
products.
Product
Launch Kit
Marketing
Guidebook - Printed in 3 ring binder
$47.95
Invention
Marketing - DVD
$44.95
Marketing
Templates - CD
$29.95
Bonus eBooks - download
$19.95
Total:
$142.80
Special
Package Savings
Order
now with your PayPal, Visa, MasterCard, American Express, Discover, or eCheck —
Specials end
—
Shipping:
USPS Priority Mail. 3 Days to USA locations. 2.0 lbs.
Download:
Guidebook
and Bonus eBooks come as Adobe PDF files. Templates come as Microsoft Word and
Excel files. Invention Marketing video comes with links to view online.
If
you are not satisfied for any reason, you'll receive a 100% refund of your money
(less shipping) if returned within 60 days of purchase.
Product
Coach is PayPal Verified. Verified members have successfully completed PayPal's
Verification system to establish their identity with PayPal.
PayPal
is a secure online payment system owned by eBay. PayPal can be reached at 1-888-221-1161.
If
you have any questions or issues ordering please contact
me.
Tax Tip:
The Product Launch Kit is likely to be deductible as a business expense. Consult
with an accountant or financial advisor for details.
Included
in the Product Launch Kit ...
Invention
Marketing DVD
The
new DVD Invention Marketing; How to Successfully Market Your Product Idea
simplifies and demystifies product marketing. Just one of the many tips and techniques
can make a big difference in how well your product will sell in the market.
By
watching this video, you'll learn how to turn your product into a success including:
•
The steps to approach and get into retailers • What retailers expect
from you • Support that retailers want • Tips to create attractive
packaging • Why having competitors is ok • Methods to turn product
benefits into competitive advantages • Typical causes of product failure
• How products succeed • The roadmap to get from product idea to
market • Inexpensive marketing tools to generate awareness, interest,
and sales • Market research to understand your customer's buying process
• The need to appeal to all people involved in the buying process •
How to price your product based on customer shopping styles • How to
calculate profit potential
"They'll sure
get their money's worth when they get the Invention Marketing DVD. I've
even absorbed some very good new inventive ideas and suggestions ;-)
I
can only concentrate so long in viewing before the proliferation of information
overwhelms. It should be tasted slowly, as one would be eating delicious ice-cream...
So-o-o good.
I'll be
referring to it again and again."
—
Robert Scheinkman, President and Mentor, Inventors Association of St. Louis
If
you're like me, watching an educational program stimulates new ideas and jumpstarts
thinking of details you haven't thought of before. While watching my DVD I recommend
having paper and pen handy as you'll be taking numerous notes, and coming up with
new marketing ideas.
DVD details include:
• Title: Invention Marketing; How to Successfully Market Your
Product Idea • Format: DVD (Home Player or Computer) • Language:
English • Aspect Ratio: 1.33:1 • Number of Discs: 1 •
Run Time: 1 hour 20 minutes • Features: Interactive Menus •
Copyright: 2007 • ISBN: 0-9725521-7-0 • UPC: 805238820921
• Studio: Broadword Publishing • Production: Sunray Video Production
Customizable
Marketing Templates
Sometimes
making sense of all the marketing can make your head spin. Turning information
into practical usable steps is always a challenge. In the Product
Launch Kit
there are several forms, checklists, and worksheets.
The
templates are customizable forms, exercises, financial spreadsheets and checklists
in Microsoft Work and Excel. You can use them as is or copy and paste into your
own documents.
Included
are real-world examples that you can apply to your product. There is the Product
Marketing Plan that I created to launch a wireless product. This marketing plan
shows you how I organized the market data, created strategies, and developed tactics
to generate sales.
In addition, there
is filled-in Marketing Calendar example which shows how the marketing communications
were budgeted and planned on a monthly basis.
Overall,
there are 30 templates that save time, improve your planning, and organization:
Market
Development ·
Advertisement Development · Brochure Development · Direct
Mail Development · Direct Mail Math · Google AdWords Ads
· Marketing Calendar · Marketing Calendar Example ·
Marketing Theme · Packaging Elements · Packaging Design
· Website Development
Instead of trying to
piece together a game plan for your product, have the information you need in
one convenient and time saving kit. When you get the Product
Launch Kit
I look forward to a letter from you, telling me how you've made a great success!
Best Success,
Matthew
Yubas
P.S. Remember, you get the Product Launch Kit with a 100% money-back
risk-free guarantee for 60 days, less shipping. No hassles. No questions.
