Marketing a New Product? We have Married Marketing and Change Management to help you

I was providing consultancy support to a few companies in Trinidad and Tobago and the Caribbean. They were trying to get their new products and services to the market. In these instances, we, at Winnow focus on building a Go-To-Market (GTM) strategy.

The GTM strategy does not only focus on promotions but also on the ability of the firm to consistently supply the market with a product that is desired and available.

Essentially the GTM strategy covers:

• Understanding your market and your competition
• Defining your sales process (all that it takes to get the product to the customer)
• Defining your intent and strategies to achieve them
• Introducing your New Product
• Developing your operation plan

This list is usually the list used for discussions about bringing a product or service to market.

But I would also like to introduce to you another concept that has been swimming around in my mind while doing these consultancy interventions. I am glad I took the time to develop it too because it has proven to be useful in our company and I hope it will be useful in yours also.

In building the scheduling of my promotional activities I found it useful to fuse Change Management and the GTM Promotional Strategy. 

The fusion of both areas links the changes in thought processes that customers go through with appropriate promotional communications. The ultimate goal of these marketing responses is to make your new customer an ambassador of your product. This fusion maps the way.

This can be very helpful not only to gain market share but can also help the marketer to save money and resources due to its structured nature.

I used ADKAR which in change management is an acronym for

Awareness, Desire, Knowledge, Ability and Reinforcement

Please see the diagram below entitled Winnow’s Product Introduction Framework 

I would really appreciate your feedback on this and should you try to use it let me know.

Further, if you would like us to help you to plan your entry into your new market please contact us.

Winnow Consultants – talktous@winnow-group.com  or call +1 868-461-7201