Etisoft disposable masks - how to introduce a new product to the market?

In 2020, many companies were, in a way, forced to change and implement unusual projects. But who said that change can't be an opportunity? A chance to implement new ideas, enter new sectors, and even implement innovations on a European scale. One of them was created by the Etisoft brand, i.e. MASTICK self-adhesive disposable masks. Our task is to answer the question - how to introduce a new product to the market? And then put the recommendations into practice.

About the Etisoft brand

The main area of specialization of the ETISOFT brand in Gliwice is the production of modern industrial markings as well as Auto ID systems tailored to the individual requirements of users. However, the crisis related to the epidemic was an impulse to use existing technologies and machinery in the fight against the coronavirus. As a result, in March 2020 ETISOFT created innovative self-adhesive disposable masks MASTICK. Introducing a new product to the market was also an opportunity to develop a new product category - ETISOFT PERSONAL PROTECTION.

Challenges for Commplace

The implementation of innovations requires modern solutions as well as a well-thought-out communication strategy. How introduce a new product to the market during an epidemic? What tools to use to effectively cut through the information noise? How to structure the message so that it is substantive and reaches a potential group of recipients? We will answer these questions by creating an action plan.

The scope of cooperation

During the cooperation, we will use a variety of tools that require the joining of forces of individual Commplace experts.

Only in this way - using our potential and modern online marketing solutions - will we efficiently and effectively reach the target group of disposable masks.

How to introduce a new product to the market?

At Commplace, we know the answer to this question.

The tasks include:

PR
Preparation of a coherent and comprehensive marketing strategy covering a wide range of tools and channels.
Creation communication strategy – both internal and external.
Introducing a new product to the Polish market and presenting it to a wide audience (media, individual customers, wholesale customers).
Online store optimization.
Creating marketing materials for the media.
Transfer of know-how to employees (training and guidelines).
Audit of graphic materials and consultancy in the field of visual communication.

Do you reach a potential customer when introducing a product without disseminating information? Definitely not. And regardless of whether you are introducing a great innovation or updating an existing offer - you should start preparing well in advance. Where to start introducing a product to the market? Below are some of the most important aspects.

1. Get information about your client.

The key is to find out what's driving your customer and what they expect of your product. Defining its goals, motivations and problems can lead to the development and introduction to the market of a valuable solution.

2. Make a detailed description of the product.

Answer yourself 3 basic questions:

Who is this product for?

What benefits does it provide to the audience?

Why is it different from other products?

You can also deepen these questions:

What is your target audience?

Which segment of your target audience is most likely to buy the product?

What brand will you give your product or service?

What category of products or services is your product in?

Can you prove that your product is different?

3. Ask for the opinion of employees.

If your employees have difficulty understanding the idea behind your product, your customers may have them too. On the other hand, if the team fully understands the functionality of the offer and sees the attractiveness, it can be a great sign that launching the product on the market will also go well.

4. Plan your go-to-market strategy.

I am talking about a strategy that you will use to promote your product. While some companies prefer to implement a funnel strategy, others prefer a flywheel approach. When creating your strategy, also start considering what type of content you will be using to grab a potential customer's attention.

5. Set a goal to start.

Introducing a product to the market consists of several stages. Before you begin implementing your strategy, write down your goals for the start. For example, the purpose of marketing a product may be to successfully establish a new product name, build awareness or create sales opportunities. One of the best ways to set goals for an introductory team is to write them down as SMART goals. The SMART goal is specific, measurable, achievable, appropriate and also timed.

6. Create promotional content.

After planning your go-to-market strategy and writing your goals according to the SMART principle, start creating content that will support your promotional activities. They may include: blog posts related to your product or industry, presentations and tutorials.