You can’t be all things to all people, and you need to know the problems your product/service solves.  A marketing strategy for your go-to-market plan ensures your value is clear and it sets you apart from your competitors.

Snake Oil Liniment launched at the World fair in 1893 and claimed as “Good for Everything a Liniment Ought to Be Good For.”  Years later Snake Oil was charged with violations following a Pure Food and Drug Administration investigation. The lack of any snake oil ingredients was “misbranding” and the claimed uses on the bottle were “false labels”. Snake oil received a fine and a request for new product testing and labelling … the Snake Oil salesman disappeared and was never seen again.

Customers nowadays are far savvier and such a broad list of cures for Hiccups to Measles to curing Deafness would raise some eyebrows and seem too good (and fascicle) to be true.

As a part of your go to market strategy, you want to clarify your company’s and product’s overall value to the market that justifies why a customer should buy from you.

The go-to-market strategy incorporates the fourth marketing mix element – Promotion.  A marketing strategy identifies your company and product value proposition, develops buyer personas; tells your launch story in phases for excitement, builds external marketing programs; set up internal marketing systems that educates your front line; and details your go-to-market timeline and all the resource support required.

Let’s chat

If you’d like to discuss some ideas about your current marketing strategy and how marketing could support your diversification or a product launch plans, drop me a message or book a complimentary no-obligation meeting and find out how I can help your business.