Use your mailing list recipients as a ready-made test market for new products and services.
Ana Lucia Novak, Marketing Strategy Trainer and Coach for Social Ana Social Marketing, writes in Social Media Today that “you can use your mailing list as a test market for new products and services you may be thinking about offering.”
Go with lean product development and skip costly focus groups in favor of the truest test: the real world.
Tom Hulme, Design Director at IDEO, discusses lean product development in a HBR Blog Network video. “Today, we repeatedly hear that we must fail fast, fail cheap, and move on,” Hulme says, but that’s difficult to follow through on when most products are developed inside closed labs and with feedback limited to focus groups. Instead of developing and refining a product in an incubator, he urges you to “release your idea into the wild before it’s ready.”
When developing and marketing technology, it’s easy for many companies to become overly focused on their product rather than their potential users and their needs. According to Brian Solis, award-winning author of The End of Business As Usual, that’s a mistake that frustrated him throughout the beginning of his career in marketing and public relations. “It was always about features and speeds and fees, and not necessarily about how that technology would benefit an organization, a customer, or what have you.” Solis sat down with Bryan Elliott, host of the web series Behind the Brand to discuss how it’s much…