When they consider sales materials, most people think only of a brochure. For high-tech products, different materials can help with a variety of marketing situations. The guidelines presented here will help you choose the right materials for typical technology marketing challenges.

Launching a New Product

The launch of a new product can generate numerous materials, everything from a multi-page glossy brochure to a three-inch shelf tag. A brochure or data sheet is almost mandatory in this situation. Prospective customers, sales people, and dealers all expect a document that presents the essential information about the product’s features and benefits, specifications, system requirements, and potential uses https://www.techinsightscorner.com/.

A press release to alert journalists and analysts of the new product is another document commonly created for every new product. The release may be packaged into a press kit that contains other relevant materials for the product launch, such as a technical backgrounder, company fact sheet, and a sheet of endorsement quotes from analysts or early customers.

Depending on the nature of the product and the launch, other materials may be useful for attracting market interest:

· A white paper can explain an underlying technology or describe the product in the context of a customer’s environment.

· Application notes explain how the product operates for various uses or purposes.

· A selection guide provides insights for choosing among product options or models based on sizes, features, or other characteristics.

Many high-tech companies create a special area of their Web sites for each new product, making it easy for visitors to quickly find all related information.

Promoting a New Version

Marketing a new version or upgrade of an existing product can involve many of the same activities and materials as the launch of an entirely new product. For example, a new version typically requires updating a brochure or data sheet, issuing a press release, creating new application notes, and revising a selection guide.

An upgrade guide may also be required; it is a unique document targeted to current users, helping them decide whether to purchase the new version.


Addressing New Markets

After experiencing success in one market, a high-tech company may decide to promote the product in new markets. These markets may be defined by industry, operating system, consumer versus business, or other dimension.

Addressing a new market usually means adapting current materials, tailoring them to the concerns and messages important to those new prospects. In some markets, these differences are substantial enough to require a completely new set of materials–especially brochures and customer case studies.

Marketing materials also may be localized in multiple languages in order to reach a new geographic or cultural market. Localized materials must appropriately reflect differences in business practices, technology base, communication style, legal requirements, and product availability in each market.


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