The definition of ‘making a big splash’ is to become suddenly very successful or very well-known.
It takes a great deal of time to establish a brand and educate a market. You want prospects to understand how unique, innovative products solve problems and deliver better value than alternatives. You need to build your brand, so that when there is a need, you come to mind. This is almost impossible to achieve overnight with one big splash.
The challenge in marketing is to balance satisfying this immediate requirement for action, with a more long-term strategy, that will ultimately achieve the goal.
The audience
The first thing to think about is the market. Who is the target audience for this product? Is it an emerging or developed market? What alternatives are available? How do you compare?
The answers to these questions will help shape the marketing plan and key messaging. In an emerging market, you will be looking for first movers, who have established a need. The message to this audience will be very targeted, focussing on solutions and highlighting USPs.
With a well-researched method of marketing, the right messaging and a strong call-to-action, you may reach prospects. However, evidence suggests that a longer-term, multi-touch strategy is more successful.
Interested prospects may need further information about you as a supplier, your proposition and pricing. Multi-touch marketing, delivering key messages over time, via different channels and media, helps to reinforce the brand, build trust and generate regular leads.
Jola is a wholesale provider of hosted telephony, internet connectivity and mobile solutions to the IT and Telecoms channel. We help our partners to generate demand for products and services to increase customer satisfaction, decrease churn and increase ARPU. To find out more….
