Joan Schneider, CEO of Schneider Associates, discusses the impact that social media has had on the launch of new products, services, businesses, and communities in a Harvard Business Review article.
Based on research published by Schneider Associates, the 2014 Most Memorable New Product Launch Survey, the media plan for a new product launch must carefully consider the target market. Each generation has a unique media profile.
In general, consumers now seek information from six or more sources before purchasing a new product. According to the Schneider survey, TV commercials are the most used source for new product launches, followed by Facebook.
Schneider provides ten tips for brand and marketing managers:
-Use social media as a supporting character, not the star performer.
-Use social media to leverage and support an in-person launch event.
-Use social media to build or capitalize on a consumer’s emotional connection to a brand.
-Use social media to support a launch by knowing the target demographic and their social media
preferences.
-Use social media to host contests that foster loyalty and reward brand.
-Use a blogger outreach strategy to help launch the product.
-Use a hashtag to create, ignite, and track the conversation on social media.
-Use visual social media to give people an inside look at a B2B company.
-Use social media to let consumers create the new product.
-To maximize effectiveness of a social media campaign, always stay ahead of “the next big thing.”
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