Marketers love technology, be it Fitbit, noise cancelling headphones, Slack or the latest Apple watch. But when it comes to enterprise software, the excitement seems to somehow disappear. So how can you create and build awareness and excitement about your new insights platform?
Client best practices at Market Logic consistently involve bringing all your marketing expertise together to design and tailor a campaign that encompasses pre-launch, launch, and post-launch phases.
Design your communication strategy:
First, you should work on the identity of your insights platform. Find a system name that resonates well with your audience. Some of our clients run staff competitions to come up with sticky names, others opt for descriptive names, a few prefer to name their platforms “My Company’s Market Logic” … because, well, it’s logical to use insights for marketing decisions, isn’t it?
Invest time in creating appealing design guidelines that speak to the name and stand out within the company – you have great designers at hand, so why not use them? This is a great opportunity to brand consumer insights across the corporation, to promote your marketing and insights teams.
Next, it’s time to identify the right messaging to address business needs. Announcing Market Logic and framing your launch campaign around hot topics will help promote awareness and enthusiasm throughout the company. Also, make sure to point out the use cases your platform will support. For example, when you’re communicating with category managers, focus on answering business questions about the latest consumer trends, and when you’re talking to brand managers, show how they can trawl past copy tests as inspiration for new creative.
Pre-launch Phase – Create curiosity
A month before you launch, start to build curiosity across your user community with teaser communications – Intrigue creates excitement. Several of our clients built momentum with countdown campaigns: weekly email promotions counting the days until all the company’s insights about top of mind topics like millennials or wellness are finally available to all.
Launch Phase – Make some noise
Simply passing along user credentials won’t do the trick. Be sure to create a launch event program with town hall meetings at major corporate locations, lunch & learns and same day web share seminars to launch your new platform across multiple time zones.
If you’ve budget to spare or a great in house production unit, produce a leadership video, with key executives emphasizing the importance of consumer centric decision making to motivate platform use. Don’t underestimate the impact of promotional materials, either. We’ve seen clients spread the word with pop up banners and beer coasters, posters in all workplace kitchens, giveaway pens and mouse mats, the possibilities are endless.
Post-launch Phase – Helpful reminders
Once your system is launched, it’s important to remind your users that their insight platform can help them at critical points in the marketing calendar. Several clients run annual campaigns to promote their insights platform at commencement of brand planning season, for example. Speak directly to your community and re-iterate insights value alongside key functionality.
Even better, use the latest technology inside your insights platform to notify users when new content is available. For example, our users save their favorite searches to get weekly updates when relevant results are published, while inside our business reporting module, users subscribe for alerts when fresh reporting waves are uploaded.
If you apply these guidelines, your marketing users may well be as excited about your new platform as they were about their Fitbit. And that means more insights driving marketing decisions for winning campaigns and big new ideas.
Do you have other tips for successful change management? We’re all ears.