Your marketing strategy guide to launch and develop a new product

In today's competitive market, we’re all looking for ways to stand out, to connect with a customer and boost our sales. Sometimes it can feel impossible and we can feel lost and not know where to start.

In my role as an Enterprise Nation adviser, I speak to businesses a lot to understand their marketing and communication challenges. How can they take an idea for a business and make it flourish? I have a 20-plus-year track record of working with businesses, brands and organisations to help them communicate with clarity, using marketing and PR tools, so I understand the challenges and frustrations that businesses face. It’s far from easy!

Here is a scenario with tailored strategies based on a real-life situation and coaching session that I hosted with Clive, who is launching https://www.triboxking.com/.

Read through this example scenario to help you understand the actions that will sharpen your unique selling propositions (USPs) and also drive measurable actions.

Client background and challenge

Client

Clive Payne is launching a new fitness product for the teen and twenties market who love going to the gym to workout.

Product

A piece of kit to help people train and get fit, focusing on their stamina and technique in the gym using martial arts techniques. Clive wants to sell the kit to gyms nationwide.

Here are some of the challenges:

• Ambitious product launch: Clive is a personal trainer with over 10 years of experience in the fitness and product innovation industry. £10,000 for funding, he is eager to perfect the launch strategy, but is concerned about market reception and potential low sales

• Communication clarity: Clive is unsure how to promote the Tribox King product. There is a need to articulate the product’s benefits in a manner that resonates with both gym and general fitness enthusiasts. This dual approach is required for a clear and unified message

• Digital experience: The existing website did not clearly convey the unique benefits and customer outcomes associated with the product. How can the website generate leads and sales?

Strategic objectives

Clarify the USP and enhance business communication

• Develop messaging that clearly communicates modern fitness benefits

• Leverage customer testimonials to build trust and credibility. Remember, if people can see it in action, they will be curious to try it!

Create an engaging product launch strategy

• Utilise high-impact events (eg trade shows, exhibitions, fitness events to generate excitement)

• Incorporate face-to-face demonstrations and video content creation to create interaction and a buzz of activity

Stimulate customer action

• Redesign digital touchpoints (website, promotional videos) to highlight real benefits for the customer and drive bookings/demos

• Integrate calls-to-action (CTAs) that prompt audiences to experience the product firsthand. You can also ask for feedback about the equipment – what works, what doesn’t, is it heavy, does it feel comfortable to use?

Next steps and key activities

Revamp the marketing strategy and product development

• Expanded market reach: Recognise the product’s potential beyond gyms. I suggested broadening the target market to include fitness clubs and practitioners. This led to discussions about strategic partnerships

• Innovative video and content creation: With a dedicated marketing company and video production support, we planned educational and testimonial videos. These pieces of content were designed to showcase the product’s ease of use, range of movement and dual benefits for general fitness training

Business communication and defining the USP

• Enhance messaging: I advised Clive to focus on communicating the benefits and features of the product. Using real testimonials and creating an ambassador’s page, we emphasised the credibility of both the product and its founder

• Customer-centric website redesign: To ensure that potential clients immediately grasp “what’s in it for them,” we overhauled the website. By emphasising benefits like improved strength, core work and flexibility and integrating short, punchy testimonials, the site can become a dynamic tool for conversion.

Stimulating action through focused campaigns

• Driving engagement: Every element of the strategy, from the launch event to the digital storytelling, should include a clear call-to-action. Whether it is booking a demonstration, signing up for early access, or simply engaging with the testimonial videos, we designed a funnel to move potential buyers from awareness to action

Results and key learnings

• Unified brand messaging: Clive’s product narrative was refined to effectively communicate a dual benefit, appealing equally to gyms and fitness enthusiasts

• Enhanced digital presence: The revamped website and rollout of video content significantly improved customer engagement by answering the key “what’s in it for me?” question

• Action-oriented campaigns: With clear CTAs and time-sensitive promotional strategies (eg, live events, exclusive demos), the campaign succeeded in moving the audience to take direct action

• Transferable strategies: The methodologies applied here, clarified — USP, multi-channel storytelling and direct-to-action tactics — have been successfully adapted for two other businesses in my portfolio, confirming the versatility and power of these approaches

This scenario illustrates how a thoughtful blend of strategic communication and targeted marketing actions can transform a product launch. By addressing inherent challenges, from messaging ambiguity to digital engagement, we not only elevated the brand’s market position but also sparked immediate customer action.

Relevant resources

• AI for small businesses: Practical ways to supercharge your marketing

• Cracking the AI code: Growth hacking marketing strategies to follow