Creating Product Awareness - Introducing the "Product Birthing Strategy"

There are a countless number of companies out there which are working on innovative and disruptive products however, how many of these companies are making efforts to ensure that their target market is aware of these products?

In my opinion, this is one of the biggest gaps which exist for many companies  - Product Awareness

This can create a huge problem for budding companies who require traction and viral growth to survive as well as for well established companies creating new products on an ongoing basis.

Below is a "cookie cutter" approach I have invented which almost any company can follow in order to increase product awareness which will ultimately translate to more revenue. And which company out there doesn't want more revenue?

I call this the "Product Birthing Strategy"

High level explanation of strategy:

Before a child is born/introduced to the world, the child spends 9 months developing certain traits, gaining nutrition etc. Similarly, a product needs time "inside" to become strong and build certain product characteristics which will help the product survive in the outside world

Step 1

Motivate and excite employees who are actually creating and developing the product. If these employees are excited they will be pumped to do their best and will create awesome products!

Step 2

Get employees to promote the product within the company and get other employees outside of the product and marketing team to be excited about the product launch. Basically, create HYPE inside the company so every employee is interested in the product and has the knowledge base to give a 30 second elevator pitch of the product outlining product benefits

Step 3

Each employee should tell at least 3 people about the product outside of the company (close to launch of course) to create even more HYPE and to get feedback from potential users. Have a simple methodology to collect feedback on the product and make necessary tweaks if required (this is assuming that the company has done its due diligence and has already done market research and understood the need for the product and also the target market). Telling the outside world is more to create HYPE and also just a sanity check to make sure the product has not deviated from what it was originally set out to achieve based on the market research

Step 4

LAUNCH THE PRODUCT! 

Motivate the outside world to spread the word about this product so it can go viral.

This is in addition to the marketing campaign, social media initiatives etc...depending on your company and the budget set aside for marketing the product. 

Often times companies only care about step 4 (actual marketing), and steps 1-3 are barely considered, and in many cases completely looked over.