our executive team will build loyalty for our products with decision-level managers of the organizations in the target markets, and create awareness and support of the benefits of the innovative fading dye attributes of our soap. we will create a push factor by effectively convincing the decision-level managers within the organizations that our product provides an ideal solution to the hand washing compliance. the value of our product will not be attractive to extremely price sensitive customers.
parental support of the product will be garnered through free trials, demonstrations, and direct mailings to the day care parent roster lists, parent groups and pta’s. by the start of 2007, distribution will be entirely outsourced to distribution companies, and direct deliveries from the executive team will cease. a flexible distribution system will be critical to the success and growth of our product. government endorsement of our product, and the mention of its benefits in government brochures and written materials could be a major competitive advantage and sales opportunity for safeassure, llc.
there was no established, effective way to reach the housewives the company depended on for revenue during the depression-era decline of the united states economy. that company was procter & gamble , which went on to become one of the biggest brand advertisers on the planet. he urged them to understand emerging new media in preparation for consumer change and the brand marketing strategies of the future. this audience was the new breed of man who participated more heavily in housework and child-rearing across the board, often while his wife went to work.
“this is the 21st-century version of the soap opera,” said josh bernoff, senior vice-president at forrester research. what p&g productions did 80 years ago to reach an audience vital to its business is now known as content marketing, and when it comes to promoting products and services online, it’s the most effective alternative to advertising. the more interesting use of online content – and the focus of my efforts here at forbes – is the use of content marketing by startups. the trend accelerated last decade with the growth in blogging, which quickly grew into a field that not only challenged and complemented traditional media channels, but also questioned the convention of product-first startup mentality. brian clark is the ceo of copyblogger media, and the editor of entreproducer, a multimedia email newsletter that teaches you how to create a successful startup by thinking first as a digital media producer.
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