Wed 4 Apr 2012
I need a campaign strategy to release a new, improved product based on a well established core story. Where do we start? I have about a six month window to create the image. Educate and inform the public and establish the buying criteria for this release of an established product. This is a release of a product that already has acceptance by an audience. The re-formulated version is entirely “GREEN.” The change in the formulation was brought about by market demand. The first launch was a successful one and the original product still has a strong following. The new release needs a specific marketing plan in order to take advantage of the current popularity of the products efficacy along with the new “GREEN” formulation for previous interested users that pushed back because it was not. I’m wondering how to start marketing the new version.
Jay’s Answer: Is it true that your prospective clients went elsewhere solely because your product wasn’t “green”? The liked what the product could do for them, the offer was strong, and yet the value of “green” was strong enough that they went to your competitor to purchase their product?
Is it also true that your new formulation is basically identical to the old one, except that it’s now “green”? It’s as long-lasting, effective, similarly priced, and sensory equivalent – just now magically “better for the environment”? Do you have 3rd party independent testing that validates your new claims?
If so, your message is basically, “You asked. We did it. Now Green. Same great product. Just better for the planet.”
In fact, as a company statement, are you discontinuing the old product, because your company values are striving to make better products for the earth? If so, your statement about your product is a great PR opportunity as well.