When they consider sales materials, most people think
only of a brochure. In my experience as a technology writer, I have confirmed that many distinct materials can
help with a variety of marketing situations. The guidelines presented
here will help you choose the right materials for typical technology
sales and marketing challenges.
Launching a New Product
The
launch of a new product typically requires numerous types of print and online content, everything
from a multi-page glossy brochure to a three-inch Web banner ad. A brochure
or data sheet is almost mandatory to introduce the product. 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.
A
press release to alert journalists and analysts is
another document commonly created for every new product. The release
may be packaged into a print or electronic 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 to explain an underlying technology or describe the product in the context of a customer's environment.
- Application notes to describe how the product operates for various uses or purposes.
- A
selection guide to give 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 technology 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, white papers, and customer success stories.
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.
Setting a Purchase Agenda
Complex
technology products typically involve a lengthy sales cycle and a
purchase decision made by a committee instead of an individual. In
these situations, the committee may evaluate two or more products
against a stated set of criteria, which may be somewhat biased toward
one product vendor.
Influencing a purchaser's evaluation criteria
in advance of the product comparison activity is known as "setting the
agenda." Marketers use materials such as white papers, articles
contributed to industry magazines or technical journals, and product
comparison worksheets to help shape the purchaser's criteria and
decision.
Counteracting the Competition
Publicly
at least, most tech companies simply ignore competitors, instead
marketing their own products as if they are the only choice a prospect
would ever consider. Yet some product categories are so highly
competitive that a company must directly address the promotional claims
and activities of competitors.
Materials that are useful for
counteracting the competition include reprints of product reviews and
test results, user case studies, and comments from industry analysts that directly
endorse the product's strengths and advantages.
Also useful may
be charts or reports that present a feature-by-feature comparison of a
product and its competitors. However, direct product comparisons must
be done carefully. A comparison based on inaccurate information can
backfire and perhaps create legal problems for the company.
Encouraging Customer Loyalty
Although
most marketing communication efforts are directed toward attracting new
customers, high-tech companies recognize that retaining current
customers is vital to market success. Materials to encourage customer
loyalty include regular newsletters, new product notices, and user
communications. These materials can be distributed as print documents,
email messages, or posts on a company blog.
The Right Material for the Challenge
The
complexity of most technical products presents numerous challenges for
sales and marketing. By thinking beyond the brochure, you can choose
the right mix of sales materials to address any of these challenges.
About the Author
Janice King is an award-winning, freelance marketing writer who helps technology
companies around the world produce clear, compelling sales and PR
materials. Learn more about Janice's technical copywriting services.
Janice's latest book, Copywriting That Sells High Tech, has
been called "a superb guide to great copy for any technology-based
product or service." Learn more at the book's companion site.