It All Begins with Research
Strategic Market Planning
Strategic Public Relations
Promotion and Advertising
It All Begins with Research
The key to understanding your product as it relates to the market is accurate market research. If you want to know how the public is going to react to something, the best thing to do is ask them. Anything more or less is simply allowing opinion to enter in to the mix, which can be a costly mistake. We have found through long, hard experience that without researching the public and the markets thoroughly, a product release could miss the mark by foot, or an inch, but either way, missing the mark can be devastating. This happens every single day to countless products, software and otherwise. Why let it happen to yours?
The first steps require finding out which public(s) would consider purchasing your product, then surveying those segments to find out exactly what they would require in a product such as yours to become likely to buy. It also means finding out what they would be willing to pay for that product.
If you already have existing customers, they also must be surveyed to find out what they think of your product, even if it's just an idea, how they would improve it, and what features they would like to see added.
Then, what about the competition? How does your product stack up out there in the real world? Finding out not only means evaluating the main competing products for functionality, usability and efficiency, but also interviewing competitors' customers and finding out why they like the competitor's product. While we're at it, we also find out what might make them want to switch and purchase your product.
It also means evaluating the overall market as a whole and analyzing exactly where your product best fits in, and from which "position" in order to reach the most clients and reap the greatest profit.
FortisComm personnel have delivered over 3,000 market research studies, and know our proprietary methods cold. We will deliver a pinpoint and in-depth market research analysis for your product, and will arm you with all the data you need to precisely
market it.
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Strategic Market Planning
With exact, in-depth market research, strategic market planning can then be done with confidence. This planning is expressed in a fully laid-out campaign, which includes all possible marketing actions to be taken.
This campaign includes a full rundown of public relations (PR) activities, advertising and promotion, positioning of the product within the market, branding activities, and can even include further product development, if warranted. In essence, the campaign is a roadmap showing exactly how and where your product can be marketed to gain maximum exposure and profit.
While many PR and advertising agencies randomly begin gaining some publicity and getting ads placed, FortisComm bases your market planning with strategy indicated by the market research. This gives your product an incredible edge - as all activities are based on known data about the market and the public.
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Strategic Public Relations
"The truth is, advertising cannot start a fire. It can only fan a fire after it has been started. To get something going from nothing, you need the validity that third party endorsements bring. The first stage of any new campaign ought to be public relations."
-- From "Positioning in PR", by Al Ries and Howard Geltzer
We have seen costly errors made by many software publishers as they develop their product, then begin advertising it through mailers or magazine advertising. They then wonder why response is so low to their advertising. There can be many reasons for this, but the most common is, where is the PR? Where is the "news" that would convince readers of this advertising that your product is legitimate?
Public Relations is vital, especially when it comes to new releases. In releasing a product to a public which has never heard of it, especially after a considerable investment in market research to insure you have a product which will be welcomed and purchased, you have to make a powerful public impact. The product needs to be heard about far and wide.
This is done with expert PR. It is done with positive product reviews. It is done with broad trade news coverage. It also extends beyond press, to trade shows, strategic alliances, endorsements from industry leaders, and much more.
But at FortisComm, we're not going out and simply trying to get you exposure, and here is where we differ greatly from other agencies.
First, because we have eliminated the guesswork with market research, we can now go directly to publications or sources which are read or seen by the segments of the public who will most likely purchase your product.
Second, also due to that market research, we know exactly what messages to put into releases and PR materials which will cause your potential buyers to respond.
Third, due to many years of hands-on experience with high-tech PR, our account executives know how to work this field and get results.
FortisComm will deliver precisely-targeted strategic PR tailored for your product, so that it gets the maximum possible exposure it needs to succeed.
Find Out More
Back to Top
Promotion and Advertising
Once you have PR rolling, it is then time to start rolling out your promotional and advertising materials. And here is another important difference between FortisComm and other agencies.
Advertising costs dearly. Despite this, many agencies are willing to risk your advertising dollars simply on "creative bright ideas" based solely on what agency personnel think will work. In fact, most of the (highly expensive) advertising you see today is created solely with these methods.
Again, we've taken the guesswork out with precise market research. The promotional and advertising materials we create for you will be based on what your potential buyers like, don't like, desire or think is important.
FortisComm has some of the most sought after website developers, designers, writers and artists around. With expert creative, we will forge highly communicative and graphically striking advertising and promotions based on precise research that will perform well beyond advertising based on simple "creative bright ideas".
Even here, what we do will be based on what we already know will cause the public to respond.
Find Out More
Back to Top
Strategic Market Planning
Strategic Public Relations
Promotion and Advertising
It All Begins with ResearchThe key to understanding your product as it relates to the market is accurate market research. If you want to know how the public is going to react to something, the best thing to do is ask them. Anything more or less is simply allowing opinion to enter in to the mix, which can be a costly mistake. We have found through long, hard experience that without researching the public and the markets thoroughly, a product release could miss the mark by foot, or an inch, but either way, missing the mark can be devastating. This happens every single day to countless products, software and otherwise. Why let it happen to yours?
The first steps require finding out which public(s) would consider purchasing your product, then surveying those segments to find out exactly what they would require in a product such as yours to become likely to buy. It also means finding out what they would be willing to pay for that product.
If you already have existing customers, they also must be surveyed to find out what they think of your product, even if it's just an idea, how they would improve it, and what features they would like to see added.
Then, what about the competition? How does your product stack up out there in the real world? Finding out not only means evaluating the main competing products for functionality, usability and efficiency, but also interviewing competitors' customers and finding out why they like the competitor's product. While we're at it, we also find out what might make them want to switch and purchase your product.
It also means evaluating the overall market as a whole and analyzing exactly where your product best fits in, and from which "position" in order to reach the most clients and reap the greatest profit.
FortisComm personnel have delivered over 3,000 market research studies, and know our proprietary methods cold. We will deliver a pinpoint and in-depth market research analysis for your product, and will arm you with all the data you need to precisely
market it.
Find Out More
Back to Top
Strategic Market Planning
With exact, in-depth market research, strategic market planning can then be done with confidence. This planning is expressed in a fully laid-out campaign, which includes all possible marketing actions to be taken.
This campaign includes a full rundown of public relations (PR) activities, advertising and promotion, positioning of the product within the market, branding activities, and can even include further product development, if warranted. In essence, the campaign is a roadmap showing exactly how and where your product can be marketed to gain maximum exposure and profit.
While many PR and advertising agencies randomly begin gaining some publicity and getting ads placed, FortisComm bases your market planning with strategy indicated by the market research. This gives your product an incredible edge - as all activities are based on known data about the market and the public.
Find Out More
Back to Top
Strategic Public Relations
"The truth is, advertising cannot start a fire. It can only fan a fire after it has been started. To get something going from nothing, you need the validity that third party endorsements bring. The first stage of any new campaign ought to be public relations."
-- From "Positioning in PR", by Al Ries and Howard Geltzer
We have seen costly errors made by many software publishers as they develop their product, then begin advertising it through mailers or magazine advertising. They then wonder why response is so low to their advertising. There can be many reasons for this, but the most common is, where is the PR? Where is the "news" that would convince readers of this advertising that your product is legitimate?
Public Relations is vital, especially when it comes to new releases. In releasing a product to a public which has never heard of it, especially after a considerable investment in market research to insure you have a product which will be welcomed and purchased, you have to make a powerful public impact. The product needs to be heard about far and wide.
This is done with expert PR. It is done with positive product reviews. It is done with broad trade news coverage. It also extends beyond press, to trade shows, strategic alliances, endorsements from industry leaders, and much more.
But at FortisComm, we're not going out and simply trying to get you exposure, and here is where we differ greatly from other agencies.
First, because we have eliminated the guesswork with market research, we can now go directly to publications or sources which are read or seen by the segments of the public who will most likely purchase your product.
Second, also due to that market research, we know exactly what messages to put into releases and PR materials which will cause your potential buyers to respond.
Third, due to many years of hands-on experience with high-tech PR, our account executives know how to work this field and get results.
FortisComm will deliver precisely-targeted strategic PR tailored for your product, so that it gets the maximum possible exposure it needs to succeed.
Find Out More
Back to Top
Promotion and Advertising
Once you have PR rolling, it is then time to start rolling out your promotional and advertising materials. And here is another important difference between FortisComm and other agencies.
Advertising costs dearly. Despite this, many agencies are willing to risk your advertising dollars simply on "creative bright ideas" based solely on what agency personnel think will work. In fact, most of the (highly expensive) advertising you see today is created solely with these methods.
Again, we've taken the guesswork out with precise market research. The promotional and advertising materials we create for you will be based on what your potential buyers like, don't like, desire or think is important.
FortisComm has some of the most sought after website developers, designers, writers and artists around. With expert creative, we will forge highly communicative and graphically striking advertising and promotions based on precise research that will perform well beyond advertising based on simple "creative bright ideas".
Even here, what we do will be based on what we already know will cause the public to respond.
Find Out More
Back to Top