How to Market Your Breakthrough Products

So you have invented a breakthrough new mousetrap.  After years of toil your efforts finally have paid off with that great invention.  Obviously, it is a proverbial mousetrap.  It can be a new software application, gadget or any other new innovation.  Now that you have your patent it seems like the hard work is over, right?  Wrong.

Most inventors and engineers are great in the lab but fall short when transitioning to the marketing department.  The skill sets needed for a great innovator versus a smart salesman are often incongruous.  Engineers are well served to explore, understand and craft a marketing plan prior to when the time comes that it is needed.

The first step is to determine who your target market most likely will be.  No marketing plan can be crafted without this information.  Many attempt to pursue too broad a market.  If you attempt to sell to everyone the result often ends up that you sell to no one.  Let’s say your product actually is a mousetrap.  One smaller, niche market would be restaurants.  Those you would market to with a specifically crafted message.  Another might be homeowners who would receive a different type message.  Today’s color printing rates allow for effective direct mailings to targeted niche audiences.

It will most probably become apparent that you need outside marketing expertise and assistance.  One avenue is to hire a sales manager.  This obviously entails significant fixed costs.  Employee benefits present an exceptionally expensive cost for a new business to absorb.  For some businesses this could be the right route.  For others, there may be more economical alternatives.

It may be possible to negotiate a marketing arrangement with an outside firm.  This eliminates the necessity of internal staff along with their associated expenses.  Ideally, you would negotiate a strictly commission arrangement so your marketing costs would not kick in until actual revenues began to appear.

Both of these routes have pros and cons.  With an internal staff you retain complete control and aren’t at the mercy of a marketing partner’s efforts.  Additionally, should your product really take off the costs for internal marketing most probably would end up being less than the commissions paid to an outside firm?  However, as stated, going the internal route can zap substantial resources up front prior to revenue accruing.

Once you have initiated sales you must be highly cognizant of who deals with your customers.  No offense, but it is well known that engineers can be less than polite and have the proclivity to become exasperated with non-technically oriented customers.  The fact an employee is a great widget designer does not mean they are the right party to be selling clients on the wonders of their widgets.

Be ready with your marketing plan day one upon product completion.  You do not want wasted time crafting your plan when you could already be selling.  A great new product is only the first step.  Follow through on your marketing with as much intensity as you displayed coming up with your amazing invention.

Kaye Z. Marks is an avid writer and follower of developments in color printing industry and how these improvements can benefit small to medium-scale business.

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