Marketing your innovation doesn't have to be super fancy. Sometimes the idea speaks for itself. Focus on showing how the idea improves peoples lives. However, its ok to have a little fun along the way.
Marketing Strategy
Understanding what you want your branding to do is an important step in providing value to the customers and product end-users. Many marketing efforts are wasted because the brand managers do not have a clear understanding of what they want. We want to communicate that Rollie Pollie represents simple, patient-centered innovation.
Therefore our resulting marketing strategy is extremely simple, Rollie Pollie provides an innovative solution to people who need a little help. The rest of the branding extends from that core sentiment. To cut through unnessessary noise and wasted effort our approach is clear: presentation of problem, effective demonstration of solution, targeted message placements, and fostering effective relationships. The marketing strategy provides the answer of "how" to achieve the goals of those providing the product.
Selecting an Image
However, to implament this strategy it is nessessary to develop the essence of the brand that people can recongnize as a unique entity. Without this important element, strategy is lost in the noise. Selecting a brand image is more than the graphics and optics used to package and place a product. The brand image is a type of contract or personal statement that a company makes about who they are or who they want to be. Rollie Pollie is a simple, patient-centered, innovative brand.
These three qualities imply that the people behind such a brand are humble, thoughtful, and future-focused. Brand image should always inutitively provide an answer to "who" you are.
Selecting a Communication Channel
The methods used to carry your branding should always compliement the brand image. To assess this agreement it is nessessary to survey how others are using available options. This includes both the other brands and customers / end-users. The communication channel should provide a means to provide the intial value statement to the most relivent group within reach. Channel selection should answer "where" you deploy the marketing strategy.
Creating a Message
Establishing a brand is different than using that brand to convert awareness into sold units. A lot of marketing efforts fall into one two categories: Promoting brand awareness or montizing brand value. Each of these influance the other, and often elements from each are used in marketing messaging. Rollie Pollie is a solution, so messaging intoduces the brand, but emphasizes the value of the innovation. The content of the message answers the "what" of the value statement presented to the customer / end-user.
Delivering Value
Value can be real or perceived. Untangling which is which can be challenging. The trick to delivering value is to be very clear about what value being offered. For Rollie Pollie the value is discussed in terms of safety, ease of use, efficentcy, quality of care, and reduction of cost. This provides "significance" or "relivance" to the value statement.
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