9 Product Marketing Examples to Elevate Positioning & Ignite Fandom
Product marketing blends a deep understanding of a product with the aspects of human behavior to create compelling narratives that inspire customers. It's about more than just selling a product, but positioning it in a unique light, establishing its place in the market, and creating a dedicated following.
Successful product examples in marketing can captivate audiences, build brand loyalty, and drive bottom-line growth. To illustrate the power of practical product marketing examples, we've curated a list of nine inspiring examples that showcase innovative tactics and strategies. These brands have not only excelled in elevating their product positioning but also ignited a sense of fandom among their customers and used powerful visual marketing. So, buckle up and get ready to dive into a world of fantastic product examples in marketing!
Table of Contents
Product marketing is a branch of marketing that focuses on finding the right customers for a particular product and then ensuring those customers understand why the product is superior and should be chosen over competitors' offerings.
Product marketing involves the act of introducing a product to the market and managing its overall achievement. This involves several stages, from ideation and development to launch and post-launch management.
Product Marketing Critical Roles
Product marketing plays a critical role in the following:
1. Market Research
It involves understanding the market landscape, including identifying target customers, analyzing competition, and understanding customer needs and behaviors.
2. Product Development
Product marketers work closely with product development teams to ensure the product is designed and built to meet customer needs and stand out from the competition.
3. Positioning and Messaging
This involves creating a narrative that communicates the unique value proposition of the product. Product marketers define and articulate what the product does, who it's for, and why it's better than alternatives. According to research, only one in five product marketers communicate with their target market. 21% of product marketers have never interacted with their target market or prospects. Instead, they obtain and compile all the essential reviews and comments from other employees or divisions inside their company.
4. Launch and Promotion
Product marketers oversee the product launch process and coordinate with other marketing teams to promote the product via various channels, including social media, email marketing, content marketing, and PR.
5. Sales Enablement
Product marketers also equip sales teams with the necessary tools, training, and materials to sell the product effectively. This can include sales scripts, FAQs, presentations, and competitor comparisons.
6. Customer Retention and Growth
After the product launch, product marketers focus on strategies to retain existing customers, encourage repeat purchases, and identify opportunities for product improvement or new product development.
To summarize, product marketing bridges the gap between product development and sales, ensuring the product aligns with customer needs and market trends. It is effectively presented and understood by both the sales team and the potential customers. It's a crucial function that can greatly influence a product's success in the market.
Example of product in marketing №1. Apple's iPhone Launch
Apple's marketing campaigns for its iPhone launches are always noteworthy. They focus on the innovative features of the product, create a sense of excitement, and position the iPhone as a must-have device. The simplicity in their messaging and their emphasis on the user experience always stand out.
Example of product in marketing №2. Tesla's Electric Cars
Tesla took a unique approach to product marketing by focusing on the environmental benefits of electric cars and the advanced technology used in their vehicles. Instead of traditional advertising, they relied heavily on PR, word-of-mouth, and Elon Musk's personal brand.
Example of product in marketing №3. Dollar Shave Club's Launch Video
Dollar Shave Club used humor and relatability in a viral video to introduce its affordable razor subscription service. The video quickly captured the attention of the target audience, setting the tone for the brand's subsequent marketing efforts.
Michael Dubin, the CEO of Dollar Shave Club, was aware of the issue with buying men's razors. You could get razors delivered to your house at a fraction of the retail cost with a monthly membership. This idea, combined with a viral video, turned the razor market upside down and ultimately resulted in DSC being acquired by Unilever for $1 billion.
Example of product in marketing №4. Airbnb's 'Live There' Campaign
Airbnb's “Live There” campaign was a fantastic example of understanding customer needs. By promoting the idea of experiencing destinations like a local, Airbnb was able to differentiate itself from traditional hotels and appeal to a new kind of traveler.
Along with a new worldwide marketing campaign, Airbnb has unveiled a redesigned mobile app that provides tourists with the means to locate ideal neighborhoods anywhere in the world through bespoke matching.
By presenting the experiences that are only possible thanks to Airbnb and its community, the new campaign, "Live There" hopes to inspire tourists to reconsider what it means to travel. In reality, the advertising extensively uses the Airbnb community to highlight the differences between traditional tourism and the Airbnb vacation experience.
Example of product in marketing №5. Slack's Product Education
Slack's focus on educating customers about their product is an excellent example of effective product marketing. They use tutorials, blog posts, and interactive tours to ensure users understand and get the most out of their communication platform.
Example of product in marketing №6. Nike's Personalized Marketing
Nike has excelled in product marketing by personalizing customer experiences. With their Nike+ app, they've managed to promote products while offering unique services like personalized training programs.
Example of product in marketing №7. Coca-Cola's 'Share a Coke' Campaign
Coca-Cola's “Share a Coke” campaign was a successful product marketing strategy that created a personal connection with customers by featuring common names on Coke bottles.
Example of product in marketing №8. Spotify's 'Wrapped' Campaign
Spotify’s “Wrapped” campaign, where they summarize each user's listening history at the end of the year, is an innovative product marketing move. It encourages users to share their unique music summaries on social media, thus promoting Spotify’s product in a personalized, engaging way.
Example of product in marketing №9. Everlane's Transparent Pricing
Everlane, a clothing brand, is one of the best product examples in marketing because it differentiates itself by providing transparency about its product pricing and manufacturing process. This unique approach to product marketing appeals to customers who value ethics and sustainability.
Successful product marketing requires a keen understanding of both your product and the customers you aim to serve. As evidenced by these nine examples, innovative tactics that challenge conventional norms can elevate product positioning and create a passionate fandom around your brand.
From Apple's hype-building product launches to Everlane's transparency strategy, these product examples in marketing have managed to create compelling narratives that resonate deeply with their customers. They've redefined their markets, established strong brand loyalty, and in many cases, created entirely new categories of products.
The key takeaway from these examples is that successful product marketing is not just about highlighting product features. It’s about connecting with your audience on a deeper level, understanding their needs and desires, and presenting your product as a unique solution that enriches their lives.
As you forge your own product marketing strategy, consider how you can take a page from these brands' books. Whether through storytelling, transparency, customer education, or leveraging technology for personalized experiences, strive to create a marketing narrative that resonates with your customers and sets your product apart.
Remember, the ultimate goal of product marketing isn't just to drive sales but to create a tribe of loyal customers who not only love your product but also become ambassadors for your brand. Armed with these examples, you're well on your way to creating a product marketing strategy that can elevate your brand, engage your customers, and ignite a fervor that stands the test of time.
1. What is product marketing?
Product marketing is a process of promoting and selling a product to customers. It involves understanding customer needs, creating a marketing strategy, and executing it to achieve business goals.
2. How does product marketing differ from other types of marketing?
Product marketing focuses specifically on the journey of the product. While other marketing fields might concentrate on broader company branding or various market segments, product marketing is about understanding the product, its features, benefits, and the needs it meets for the target customer.
3. What is a go-to-market (GTM) strategy?
A go-to-market strategy outlines how a company will sell its products to customers. It typically includes details about the target market, marketing and distribution plans, sales strategies, and customer service.
4. How important is understanding the customer in product marketing?
Understanding the customer is crucial in product marketing. It helps the marketer tailor the product, positioning, and messaging to fit the needs, preferences, and pain points of the target audience.
5. What is product positioning?
Product positioning refers to the process of determining how to present a product in a way that resonates with the target market. It typically involves identifying a product's unique selling propositions and highlighting these in the marketing materials.
7. How does product marketing contribute to a company's bottom line?
Product marketing drives sales by ensuring that the product, its positioning, and its marketing message appeal to the target customers. It also helps in retaining existing customers and attracting new ones, ultimately leading to increased revenue.
9. How does product marketing fit into the product lifecycle?
Product marketing plays a role in every stage of the product life cycle, from development to decline. It's involved in the launch (promotion and positioning), growth (increasing market share), maturity (maintaining market share), and decline stages (deciding whether to discontinue the product or reinvent it).
10. Can you give an example of a successful product marketing campaign?
Apple's iPhone campaigns are great product examples in marketing. They expertly highlight the unique features and benefits of the iPhone, position it as a premium and innovative product, and effectively target their customer base with compelling narratives.