The Key Communication Components for Product Marketing

Wow, that sounds like it’s going to be a marketing bible or something quite profound. But basically, this information is just…well…basic.

It doesn’t matter what product, service or business (for the sake of simplicity, we’ll use “product” in the rest of this article) you’re intending to market, you need to get clear on Four Key Components of your brand and its marketing.

But FIRST–before everything else–the long-term success of a product begins with its quality. Forget all the rest if you’re not starting with that. You need to be marketing something that someone out there needs, wants, aspires to or would like in their life; is better than other choices in some way; or is just plain new (that’s the most rare and precious).

This “good” product is then followed by determining HOW the product story is crafted, WHO is going to be most receptive to it, WHAT media you’ll use to get the story out and WHEN is the best time for that. WHERE refers to the geographic area you choose—which often drives what media you’ll use.

Let’s start with

  1. HOW to craft and tell the Product Story. What are the product attributes? Is the story compelling and memorable? Is it distinguishable from the competition?  Start to develop the product’s “Voice” (tone and language). Be discerning—no be ruthless here–as it’s the basis of everything to come. And last but not least, is it meaningful and relevant to potential customers? This takes you right into:


  1. WHO is the “Audience”. You need to determine the audience (ie potential customer) that is going to be most receptive to your product, and to the message you’re going to tell. What are the demographics: sex, age, religion, interests, etc? You start this by researching competitive products and their customers; by talking to potential customers to see how they react (Focus Groups are a good way to do that). All of this may (actually, will) lead to story and/or Voice adjustments.  Budget starts to come into play here, as the smaller your budget, the narrower your target audience base is going to have to be. Which flows directly into:


  1. WHAT Media you use. This refers to the choice of media you’ll use to tell the product story, to which audience and in which geographic area. What’s going to make more sense: social media, websites and online ads, print, billboards, mail, radio, tv, mass transit, etc etc. Budget comes heavily into play here.  What you’re looking for in media is the biggest bang for your buck, and managing Reach, Frequency and Impact within your target audience. And finally…


  1. WHEN to time the media placements: Is there a key time of year for the purchasing of your product? Is it connected to holiday or seasonal buying? Are there national or regional meetings/events/conventions where you will benefit from a presence? Which media perform better at different times of the year/month/week/day?