Marketing Product Design: A Guide for Marketers

When you’re a marketer, it can be difficult to figure out what is being marketed. Marketing takes many forms and often times is in the weeds of how your company operates.

The right marketing strategy can help expose new customers or get your current ones to take another look at your brand.
Using the right tools and processes can help streamline the marketing of your product design process and create clarity for both internal stakeholders as well as external customers.

When you’re a marketer, it can be difficult to figure out what is being marketed. Marketing takes many forms and often times is in the weeds of how your company operates. The right marketing strategy can help expose new customers or get your current ones to take another look at your brand.

Using the right tools and processes can help streamline the marketing of your product design process and create clarity for both internal stakeholders as well as external customers. Read on to learn more about how you can leverage these practices while marketing product design.

What is Product Design?

Product design is the process of creating a physical product. It involves the entire development process from strategy and planning to prototyping and production to the shelf. Product design can be used across industries and sectors to create “things” that people use and interact with on a regular basis.

Product design is very similar to marketing in that it involves research, strategy, and execution. However, there are important differences as well.

Marketing focuses on creating awareness around a particular product while product design focuses on the end product. While both can involve communication with customers to market a product, they focus on different aspects of the process.

How to Market Product Design

The product design marketing process begins with defining who your audience is and their goals. Then you’ll create a marketing brief that explains who your audience is and the benefits they receive from your product.

Once you have the brief written, you can then focus on defining the objectives for each objective and drafting your content for marketing. This can be done either by re-using content from a blog or creating content from scratch.

Next, you’ll want to create a strategy for how to market your product designs. With this in mind, you’ll want to create a plan for how you’ll leverage your marketing channels. From there, you can measure the success of your marketing strategy to see how successful you were in increasing your audience’s awareness of your product designs.

Step 1: Define Your Audience

As a marketer, you’ll want to get a better understanding of who you’re marketing to. This will help you better define your audience and the benefits they receive from using your product. Once you have a better understanding of who your audience is, you can create a marketing strategy that will be successful in reaching them.

Start by creating a persona of your ideal customer. What are the demographics? What are their interests? Next, take this information and see how it relates to your product. Now you can create a customer journey for your product to see how it affects your customers.

This will help you better define your audience. Next, you’ll want to look at how your product fits into the market. What are other products like yours in the same category as? What are other competitors like? What are the benefits that your customers receive? These are just a few ways you can get a better understanding of your audience.

Step 2: Define Your Audience Goals

Once you have a better understanding of your audience, you can then focus on defining their goals. Your goals will help you define your marketing strategy and create a plan that will be successful in reaching your target audience. Go ahead and create a goal for every audience goal and set of benefits you’ve identified.

You can also create sub-goals for your goals that can further define the benefits your customers receive from using your product. Define the business goals for your product.

What will it do that your current product does not? What is the impact on revenue or profit? Define the customer goals for your product. How will your customers benefit from using your product? What is the impact on the customer’s experience?

Step 3: Create a Brief

Next, you’ll want to create a marketing brief for your product. A marketing brief is a brief written explanation of your market and how your product fits into that market. Your marketing brief should include the following:

Your product’s positioning
Why would someone buy your product over another?
Your marketing message
What benefits will your customers receive from using your product?
Your target market
Who is your ideal customer?
Your target market’s demographics
Who are your customers?
Your target market’s interests
What are your customers’ interests?
Your target market’s problems
What problems does your target market face? What are the solutions your product offers?
Your target market’s expectations
What does your target market want or expect?
Your target market’s pain
What pain does your target market feel? What is your product designed to solve?
Your target market’s value
What is the value of your product?

Step 4: Define Objectives for Each Objective

Now that you have the brief written and the marketing strategy in place, you can move on to defining the objectives for each objective. Marketing often revolves around creating awareness around a particular product, which means you’ll want to create targeted objectives.

Your marketing strategy will dictate which objective you’ll want to focus on for each objective. For example, if your marketing strategy is based on providing an educational experience, you may want to choose the audience’s problems objective for the problem-solving objective.

When choosing the objective you’ll want to select one that will benefit the widest range of customers. This will help you create a marketing strategy that is successful in reaching a variety of audiences.

Step 5: Draft your content for marketing

Now that you have your marketing brief, marketing strategy, and objectives written, you can move on to drafting your content for marketing. Your marketing brief will help you with this.

The key to creating engaging content is to use the information you’ve gathered to create information that benefits your customers. You should be reading and researching relevant topics related to your product designs.

What is the quality of life problem that your product addresses? What are other products that have tried to solve it? How do these other products stack up against your product?

Conclusion

When you’re a marketer, it can be difficult to figure out what is being marketed. The right marketing strategy can help expose new customers or get your current ones to take another look at your brand.

Using the right tools and processes can help streamline the marketing of your product design process and create clarity for both internal stakeholders as well as external customers.

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