The Product Go To Market Plan Genius （产品进入市场计划天才）.pdf

Marketing planning document for the launch of The Client’s new Template Management solution, covering the legal sector and taking a look beyond. The Product - Go To Market Plan Draft Copy Do Not Disseminate A Genius Consulting Plan Contents  Positioning The Product  Who Are The Client?  Defining The Value Of The Product  Differentiating The Product From The Competition  Reputation Building  Reputation Management  Target Market Segmentation Messaging  The IT Crowd vs. The Legal Eagles  In-House vs. Law Firms  Magic Circle vs. The Also Rans  Messaging All The Way Down the Funnel  Channel Strategy  Direct Marketing  Inbound Marketing  Interactive Marketing  Brand Reputation Building  Suggested Action Plan: Month 1  New Markets To Explore Positioning the Product Who Are The Client? When addressing this in our marketing we need to look at the 3 elements that people look at when they look at a new company, the people, the pedigree and the promise. People wise, all three of you are very marketable people (good personalities, professional appearance etc.) so we have some good raw materials to work with, however outside your personal circles you are virtually invisible. As you rightly observed when we met – people buy people – if you’re not in the shop window, you’re cheating yourselves out of leads. More on this later… Pedigree and credibility go hand in hand and having to show yours off and polish it can be galling, frustrating, difficult or a combination thereof. Sadly it is an essential part of marketing a small business so get ready to discover your inner show pony! Promise should be a succinct summary of all the important things people need to