Why you should consider a messaging strategy for each product launch

If you work in B2B marketing, where innovation is constant and markets evolve rapidly, you know that a strategic approach to product launches is the key to achieving your marketing objectives and hitting those year-end targets. At the core of your marketing strategy, there should be a tailored messaging framework developed for each new product introduction (NPI), or at least the most important campaigns if you release a lot of products each year. 

There are plenty of reasons why businesses don’t do it, and the most common ones are that the marketing team doesn’t have the time, and that the leadership doesn’t see the advantage in implementing it. Here's why every major B2B product launch deserves its unique messaging strategy and how it can propel your marketing efforts to new heights.

Yes, you do need an NPI roadmap

Embarking on a new product introduction without a comprehensive roadmap for the year is akin to setting sail without a navigation system. A well-defined New Product Introduction (NPI) roadmap provides a structured overview of the products planned for launch, helping you plan your team’s resources effectively and ensuring a cohesive narrative throughout the year.

The benefits of individualised messaging

Developing a messaging framework specific to each product launch serves as the linchpin for successful marketing endeavours. It allows you as a marketer to tailor your communication strategy using the buyer journey and buyer personas for each product. This will help your messages resonate more effectively with your target audiences, and maximise the impact. This personalised approach enhances engagement, generates anticipation, and fosters a deeper connection with clients.

It takes time, effort and oversight

While individualised messaging frameworks enhance B2B product launches, there are drawbacks. This mainly revolves around a potential strain on resources. Crafting unique messaging for each launch demands time, effort and collaboration, which can challenge your team, especially if they are not used to this process. Moreover, it is important not to customise your messaging so much that it goes off on a tangent from your overall brand messaging, so it’s vital to make sure you stay true to your brand to avoid confusion. 

Additionally, managing numerous frameworks may lead to oversight or neglect of your overarching marketing goals. Striking the right balance between tailored messaging and brand coherence is crucial, requiring meticulous planning and coordination.

Ok, so how do you convince the boss?

Convincing leadership to adopt messaging frameworks for new product launches hinges on demonstrating tangible benefits. Positioning messaging frameworks as catalysts for customer connection, resource optimisation, and competitive edge provides a compelling case for their adoption. Here is how you can go about winning that argument:

• Highlight the potential for increased customer engagement and loyalty through personalised communication, leading to higher conversion rates. 
• There are also efficiency gains from having a structured approach, saving time and resources while ensuring consistency. 
• Lastly, there is a competitive advantage to be gained from tailoring messages to distinct market needs, helping you gain a stronger market position. 

What are the different types of messaging frameworks?

• The problem-solution framework. This approach addresses pain points directly, showcasing how your product is the definitive solution. It’s ideal for products that solve specific challenges in the market.
• The storytelling framework. With this framework you can craft a compelling narrative around your product, engaging your audience emotionally. It’s effective for building brand affinity and creating memorable connections.
• The comparison framework. Highlight selling points and differentiators by comparing your product to competitors. This is perfect for markets where the competition is tough, showcasing your unique value proposition.

Getting started: structuring your messaging framework

• Identify the core benefits. Focus on the benefits your product offers rather than mere features. Understand the value it adds to the customer's experience or addresses their needs.
• Define your target audience. Tailor your messaging to resonate with the specific concerns and interests of your audience. Speak directly to their pain points and aspirations.
• Craft a consistent story. Ensure a cohesive narrative across all communication channels. From social media to press releases, consistency builds brand credibility.

Who can you call when you need expert support?

Embarking on the journey of making individualised messaging frameworks a standardised internal process can be both invigorating and challenging. At Nectar Marketing Communications, we offer expertise and support through training workshops and strategy sessions. We will help align your leadership and product teams, ensuring a unified approach to your B2B product launches. If you’d like to find out more, visit our Messaging & Strategy page, or just contact us directly for more information.