In 2004, Coca-Cola company, the avant-garde of marketing in the 20th century, invested $50 million to introduce its new C2. Rather stereotypically, the brand targeted a new market of 20 to 40-year-old men who liked the taste of Coke but not the calories and carbs or took the diet product as more feminine. However, the launch campaign was a massive failure as men rejected the hybrid drink due to its half calories and carbs instead of no calories and carbs. The company created brand positioning without looking at the new product launch objectively.
In the same way, many small to big businesses neglect the need to find the right target audience or understand their customer altogether before preparing for a launch campaign. Even if a brand is great in terms of concept and development, not every demographic is going to appreciate it equally. So, when companies overlook the necessity to plan brand positioning objectively, they fail to attract customers as much as they spend on a launch.
A new product launch can only be successful when it is backed by a powerful brand launch strategy. It helps in finding the right target audience and stays in line with your goals. Yet, companies neglect the importance of the same from day one. For launching a new product or service, effective brand messaging is required to connect with your potential customers. You need to understand how to deliver the message to your audience in the most cost-effective and convenient manner. Here emerges the need to find out the places where your target audience buys the most - be it website, app, or offline. An ideal brand launch strategy considers the above factors beforehand.
How to launch a new brand that reaches the audience successfully? Companies make grave mistakes by not seeking an in-depth answer to this question. They push advertising campaigns by random assumptions and stereotypical approaches towards a particular demographic. Even if your brand presents the most revolutionary product or service to the market, lack of proper research about your potential audience leads to a failed brand launch campaign.
Along with the target audience, your business needs to find out the right platform to accelerate the launch campaign. If your audience consists of professionals, LinkedIn is the right place. If your audience is purely millennials, then Instagram, YouTube and Snapchat are the names. And when it comes to marketing campaigns for a general audience, print advertising is one of the critical areas to consider.
How would you like your brand to be perceived by your potential customers? Often companies misinterpret their own existence or are unaware of what their brand stands for. Moreover, some of them also fail to identify their competitors. Such brand launch challenges affect brand positioning. The audience either has a vague idea of the brand or have confused opinions about the company. Eventually, wrong brand positioning results in a failure to sell the products or services.
To set a strong foot in the market, a clear brand messaging is a must. Instead of talking about the audience, their needs and their desires, businesses end up boasting about their products and services. Today, the Gen Z and millennials have high expectations from brands to be meaningful, authentic and socially responsible. Your brand messaging must include these qualities. Otherwise, your launch campaigns are destined to disappoint.
History is evident that horses are one of the most versatile animals when it comes to carrying forward or accomplishing any task. From supporting their masters in winning battles and pulling royal chariots to taking riders on their back to faraway places. Trade, travel, and civilizations have literally been built on the back of horses. And hence it is not surprising that horse is a symbol of momentum, endurance, victory, admiration, and competition. All of these traits should be at the heart of your business when preparing for a launch. This critical phase must be strong enough to endure the competition and unforeseen hurdles in the market. When your brand gains a horse-like momentum in the market, it ensures attracting your customers effectively.
To know more about how the qualities of a horse can make for a successful launch, read on.
Developing a comprehensive strategy makes way for a fail proof launch.
It’s just like the ability of horse to learn about its surroundings and set its foot cautiously and work things out in its favor. In-depth research about the market trends and target audience enables you to drive the launch in the right direction. Just like horse that picks up speed almost instantly, the launch strategy must be compelling enough so that your brand picks up a great speed in the market.
Horse is a social animal. It loves being in the company of other horses.
So you see being social is the critical part of the launch. In today’s times, most social activities are found on social media. Hence, your launch can make big leaps through social media campaigning on different platforms including Facebook, Instagram, and LinkedIn. It can also leverage the power of Google ads and email marketing just like the horse that is comfortable befriending animals of different species like dogs and cows.
Horse has a long-range of 360° vision that allows it to evade any approaching challenge.
Similarly, your launch should go ahead with a 360° campaigning that also leverages the power of print advertising. Because you also have your target audience outside the digital world. Flyers, brochures, hoardings, and other advertising media can have a lasting impact on a customer’s mind.
Last but not the least, horse is an emotional being. It has the ability to form affectionate connections with other animals as well as human beings. In the same manner - be it your digital campaigning or print advertising - both should have the capability to establish an emotional bond with the audience.
That’s how you can always keep your brand momentum and launch in a competitive world just like horse.
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