The challenge of positioning products or services in need of explanation in a striking way against the global competition is constantly growing. This is particularly true for B2B companies with technically innovative products, for example from the mechanical engineering, automotive or information technology sectors. Many describe themselves as world market leaders in their markets and yet find it difficult to make themselves heard by customers or interested parties in new target markets in the long term.
Marketing products that require explanation is therefore particularly dependent on clever communication.
How clear and meaningful product communication becomes a company's trademark, convincingly positions high-tech products in competitive markets and strengthens customer trust is explained below:
1. Use the press and media as multipliers of your information.
The basic approach to marketing a product that requires explanation is to position it in selected media. This is because continuous press and public relations (Public Relations, PR for short) shapes your company image and "spins" the hot line to the customer. Therefore, use trade and business press as a door opener to their readers - your desired customers - and as a multiplier for your product information. Make product PR an essential part of your press and public relations work.
The aim must be to create trust and understanding among interested parties and recipients of your information. With professionally thought-out product communication, you can increase the reputation and level of awareness of your company among potential customers and positively influence the purchasing decisions of your target group.
Disseminate your information via suitable channels, such as the trade and business press. These publications are regarded as reputable and competent media for reporting. By using third parties in this way, you can positively influence the decision-making process on the recipient side.
Press and media are therefore a key factor in the success of the market launch of your products and services.
2. Consistently focus on the benefits of your products.
Plan your product PR carefully. The approach here should always be to focus on the benefits of your products. This is not just about the purely promotional naming of product benefit A or B. If you emphasize the economic benefits of your products in need of explanation as well as their advantages, you can offer your target group a concrete problem solution with this type of content.
If carried out consistently, your product PR tailored to the benefits will become a unique selling point of your company and your problem-solving expertise. With this strategy, your product promise will appear more convincing to your target customers and your company will establish itself as a brand in the minds of your customers in the long term, making it more visible than your competitors.
If you clearly formulate the benefits of your products and emphasize their advantages, you will generally have less trouble fulfilling a third success factor:
3. Trigger concern among the recipients of your target group.
With target group-specific information, you trigger concern. Consciously aim for emotional, personal or professional involvement and thus significantly increase the perception in your target group.
This will ensure that interested parties feel that their concerns and needs are personally addressed, that they are affected and are more likely to open up to your solution offer. The message of every piece of information you provide must be:
We know your problem and have the solution for it.
Make sure that your information content is credible. This is the only way to create initial trust with your potential customers. Press work, studies with detailed analyses, guides and events are suitable marketing tools for this.
4. Rely on comprehensible and meaningful content.
Express complex facts or topics simply, clearly and comprehensibly. Use the shortest possible sentences. Especially when it comes to expert knowledge or technical details, people tend to process these in as few sentences as possible. Crammed full of foreign words and technical jargon, these types of boxed sentences do not contribute to understanding the content, which counteracts your marketing.
Remember: Your product information and press releases are not only perceived by experts who are deeply rooted in detailed knowledge. Even commercially savvy experts want to understand your products, as they usually make the decision for or against an investment.
Make your expertise comprehensible to laypeople. This will earn you additional trust points with your prospects and customers.
5. Open up sales potential with comprehensible product PR.
Comprehensible and meaningful product communication is more targeted, more credible and therefore has the potential to open up new and competitive markets more quickly. By tailoring your messages correctly and specifically triggering interest in your target group, you can design your product communication in such a way that, ideally, "steep slopes" are fed to sales.
With press work, for example, which highlights your company's problem-solving expertise, you can arouse the interest and attention of potential customers. This is a prerequisite for your sales experts, who can generate high-quality customer contacts (leads) all the more easily and find their way more quickly into the process of qualified customer meetings.
Other marketing measures to make direct contact with potential customers include information events and on-site or digital events that your sales employees can use specifically to reach new or existing customers without laborious acquisition.
Conclusion
Positioning with comprehensible and meaningful product PR that emphasizes the benefits for the recipient and addresses the needs of potential customers is credible and pays off in many ways:
- It makes you more visible than the competition and facilitates access to new markets
- It shortens the purchase decision process on the recipient side
- It increases the incentive to buy
- It reduces the consulting effort for sales
- This reduces sales costs
When used consistently, you not only advance brand development. You also achieve something else with comprehensible product PR: you create trust. After all, people are more likely to buy a product they don't know from a company they trust.
Investing in comprehensible product PR for goods or services that require explanation will pay off for you just as quickly as not doing so will pay off in the long term.
