Product marketing explained in 2 minutes
You’re the product marketer in an e-commerce company selling stuffed toys. They have planned to launch a new toy for kids, and it’s your responsibility to make it a success.
There are lots of toy dogs in the market, and the key is to make customers choose your toy over others.
First, you take a look at the sample toy and analyze its various aspects compared to the competition.
With the list of strengths and weaknesses ready, you also go through various platforms where parents and children leave feedback for toy dogs.
After getting an overall idea, you come up with a suitable name for the toy, along with a catchy tagline.
Bozo, the indestructible
You get the web page ready for Bozo, which tells about his story and allows pre-booking. Since you plan to create a buzz about Bozo even before the official launch, you do a video that portrays Bozo’s story. You promote the video as a Youtube ad in between kids’ songs to grab their attention.
With the stats from the ad and web page, you understand the interest among your target audience and determine if you need to increase your promotion or not.
As the launch date is nearing, you promote Bozo through kids who are famous Youtube toy reviewers. You also announce a drawing competition asking kids to draw Bozo and post it on social media tagging your brand (with their parents’ help). The top ten pictures with the most likes would receive a free Bozo.
Similarly, your job is to come up with other strategies to build awareness around Bozo and launch it successfully.
This is what product marketing is: You learn about a product and find effective ways to get it across to your target audience.
The example I mentioned above is not the only way a product marketer works. It differs based on the industry, size, and complexity of the product. Depending on the effort required, the number of product marketers working on a feature or product will be decided. If you’re a product marketer in a SaaS company, you will be owning or co-owning one of the product features rather than the entire product. That’s because every feature is a module by itself and requires a separate product marketer.
Another thing to note about product marketing is it requires collaboration with multiple teams. You need the video team’s help to make a video of Bozo, social media team’s help for promotion, and so on. In short, a product marketer never works alone.
More on this in my next article!
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