Roll out new products and technologies with total confidence.
- Internal stakeholder inputWhy this product? Why now?
- Independent product researchWould clients value it? Is there demand?
- Market studiesWhat’s driving purchases in the industry?
- Competitive landscapeIs your product as novel as you think?
- Target market segmentationWho is mostly likely to buy it?
- Product positioning statementsHow do you talk about it to appeal to potential buyers?
- Marketing tacticsWhere do you get the best bang for your buck?
Prepare for a thorough test of your thinking.
Pennebaker’s New Product Positioning Workshop involves a series of strategic marketing activities to help you launch your new product or technology with confidence. We need to understand what led your team to believe in your concept in the first place and how it stands up against anything else already in the marketplace.
Only then can we validate your go-to-market plan with intelligent, cost-effective recommendations.
The process is justifiably rigorous. The stakes are too high for anything less.
The art and science of new product positioning
Pennebaker’s New Product Positioning Workshop is an intensive three-day event designed to evaluate your new product or technology from every possible angle.
It begins with a session with your key team members as we work to discover the business reasons for launching your new product or technology. We challenge you to think from a different perspective – your potential customers’ – to make sure your new product warrants the investment required to succeed.
We also conduct our own research, again to verify assumptions and determine viability in the marketplace. Our goal is to help your company make intelligent decisions, based on concrete, real-world facts, and if that means steering you in a completely different direction, so be it.
At the conclusion of the process, we present you with a playbook that includes very specific product positioning, including segmented potential buyers, an elevator speech and marketing tactics based on your input and our extensive independent industry research.
As a separate, but critical, part of the process, we offer a proprietary iSight® pricing strategy workshop to help you set a realistic price—very often much higher than your team may have imagined.
ProjectBristowA large helicopter services provider needed to tell the world about its international coverage.
ProjectHydrokineticsHydrokinetics Generates a 420% ROI on its Digital Marketing Campaign
ProjectSchlumbergerA giant in the O&G industry needed an extraordinary marketing event to introduce game-changing technology.