15 Steps to Product Marketing Success

Do you know the NUMBER ONE reason that new or existing product initiatives fail?

Management falls in love with their product. They believe they have an excellent product and often act in reliance on the assumed fact the product is great. Don’t make this mistake!!! Follow the steps below to ensure your success.

Product Development/Research

Step 1: Conduct research to see if the product is a good one (not excellent).

Step 2: Make any required changes to improve the product.

[If the product fails, then stop here.]

Product Marketing

Step 3: Assume that the product is “terrible” and the management has “inventoritis”.

Inventoritis n. Any of a group of disorders usually characterized by withdrawal from reality, illogical patterns of thinking, paranoia, delusions and hallucinations accompanied in many cases by a portfolio containing granted patent applications and other forms of intellectual property including trade secrets. Inventoritis is associated with depressed or non-existent product sales and defects in marketing programs and is caused by excessive reliance on the assumed idea that one’s product or idea is an excellent one.

Step 4: Assess financial capability to support product-marketing initiatives.

Step 5: Create an inventory of all the tangible and intangible assets available to the company.

Step 6: Understand the value proposition, target market, goals and environment.

Step 7: Clarify timeline, plan, target market needs, priorities and objectives.

Step 8: Examine all processes within the company (operations, financial and internal / external marketing).

Step 9: Make all required improvements to the internal processes.

Step 10: Improve the marketing materials.

Step 11: Design an external marketing strategy and process. (considerations below)

Positioning – competitive strategy, differentiation, brand and pricing strategy
Selecting – distribution channels, marketing vehicles and service providers

Step 12: Finding the Leverage Point (Strategic Leveraging) by analyzing networks, trends, technology and alliances.

Strategic Leveraging is a proprietary process developed by Atomica Creative and involves the following 5 steps:

1. determining the opportunities for improvement from the status quo.
2. evaluating strategic improvement opportunities.
3. creating a strategy centered around a Leverage Point (LP).
4. establishing a position.
5. executing the strategy using sufficient leverage and force to drive the process to completion.

Team

Step 13: Get the right people into the right places at the right time.

Execution and Review

Step 14: Leverage all the appropriate tangible and intangible assets and execute on the strategy and process.

Step 15: Review the process and make any necessary changes.

Why Should You Use Business Advertising to Promote an Online Business

What is the key difference between a traditional and online business? The most key difference between the two modes is that online businesses are cost effective. You don’t have to spend money on setting up an office. You can work from the comfort of your home. Even online business has to be promoted. You need to design a proper business advertising campaign so that people can know that you are trading online. What of techniques can be used to promote an online business? It is obvious that as you are using the internet to earn money, you cannot use billboards and pamphlets to promote it. Hence, effective internet marketing techniques prove to be helpful.

Link exchange or banner exchange is one of the options which are included in the business advertising process. What is a link exchange? Through a link exchange, you have to advertise the banner or link or another product on your website. In return, that company would advertise your link on its website.

At times, business advertising for an online trade can be a big problem. This is because the tips and techniques which were used a month ago would not prove to be equally successful today. Hence, the marketing procedures keep on changing. Apart from that, this kind of advertising is done by people who have sufficient technical knowledge.

How important is business advertising to promote an online business? In my opinion, it acts as a mandatory factor. Even the strongest online business cannot survive without marketing and promotion.

There are a number of websites which promote online businesses. However, all of them are not dependable. Thus, do not post an advertisement on each one of them. You should choose a few websites which carry a reputation and post your advertisements on them.

When it comes to promoting a business on the internet, you need to be very innovative. You cannot repeat your promotional procedures. People who use the internet are always looking for something new. Thus, you need to change your promoting techniques. Online sellers do not target a very large percentage of audience because everyone does not use the internet. In this case, you can us television commercials to promote your online trade. In addition to that, you can advertise your link on the television. This will even attract the users who do not use the internet. Some businesses offer both online and offline buying modes. Thus, business advertising campaigns need to be designed accordingly.

Why an Integrated Workplace Safety and Wellness Program Is Best

Employees are a business’s most valuable asset and keeping them safe and healthy should be a priority for any company. Many businesses have a workplace safety program and a wellness program, but the two programs operate independently of one another – but should they? There are some compelling reasons to integrate the two so that employees can benefit from a more global, holistic approach to staying safe and healthy on the job.

To adequately address health and safety issues, companies need to look not only at whether an employee is performing their job safely but whether they’re healthy and fit enough to do their job without a high risk of injury. Issues like obesity, poor physical fitness and inadequate nutrition make it harder for employees to carry out certain tasks in the workplace.

The link between health and safety

According to research published in the American Journal of Public Health, people who are obese are at higher risk for occupational health issues and injuries. When obese staff are exposed to chemicals on the job, they’re at higher risk for occupational asthma and heart and lung issues compared to a non-obese person. They’re also at greater risk for ergonomic issues and bio-mechanical problems including carpal tunnel syndrome. If companies focus on workplace safety without addressing the obesity issue, the bigger problem remains. A unified approach that integrates occupational safety measures with wellness initiatives that emphasize good nutrition and weight control provides a more effective solution to the problem.

There’s also the issue of back injuries. Back injuries are one of the most common workplace safety issues, and people who are overweight and physically unfit are at higher risk for injuring their back on the job. Most back injuries occur as a result of lifting objects at work and ergonomic issues. Although it’s not possible to prevent all work-related back problems, integrating wellness with safety by emphasizing regular exercise to strengthen muscles in the lower back can reduce back injuries. Integrating workplace safety and wellness offers a more well-rounded approach to preventing back injuries.

What part does wellness play in safety? Wellness programs that focus on stress reduction, smoking cessation and alcohol and drug-related issues are also important for workplace safety. According to a study published in a Canadian publication called The Daily, smokers are at greater risk for being injured at work compared to non-smokers. Among women, the risk was nearly double. Stress does more than just affect employees psychologically – it increases their risk of being injured on the job. Employees who are under stress at home or at work are distracted and less able to focus on doing their job safely. Integrating stress management into a workplace safety program can help reduce the number of injuries and motivate employees to be more productive. Nutrition is another factor that a workplace safety and wellness program should address. Employees who start their day with only a cup of coffee are more prone to blood sugar drops that can lead to workplace injuries. Good nutrition is an integral part of any safety program.

There’s another benefit of merging wellness and workplace safety. Employees are less likely to participate in programs that address workplace hazards than they are wellness programs that focus on personal benefits. Integrating the two makes it more likely that employees will take part.

The bottom line

Combining workplace safety with wellness has a number of benefits for both employees and employers. Most importantly, it helps to create a safer, healthier and more productive workplace – and that’s something every company should strive for.