How do you effectively communicate a brand image/product viability in a market that is undefined or whose closest competitors are only marginally related to the product?
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Specifically, I market a client side secure email service that promotes privacy and security, but these issues are not generally discussed by the wider email audience. How do I educate about the dangers of email? This is a follow-up question to .
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Answer:
Assuming you can't blow the budget and go all out on a big multi channel campaign... Look wider than your key market for examples of how the key benefits you offer have been applied. E.g. Privacy and Security on home Wifi networks. I'd use a scenario based campaign focusing on a widely experienced security problem with email and translate it across to a more tangible example in another area. E.g. Would you leave your Garage Door open if your Car was left Running? Then underline that statement with your systems key benefits, these will need researching. As a basis for research I'd visit help forums for all the major Email suppliers you compete with, and see what security issues are the most widely reported. Then start from the lowest common denominator and devise several simple messages that communicates the core benefits of the increased security in terms and language that address your key markets. From there, use a low cost marketing tool (Facebook Adwords maybe) to review how successful each of these messages are across your key demographics. Then build the campaign on the most successful message.
Warren Fauvel at Quora Visit the source
Other answers
Besides showing security problems people already face, I would also illustrate the awareness campaign showing other examples of things people were not used to pay attention to but that now we can't just live without them. It may help. Good luck!
Tatiana Maia Lins
Create an inbound direct response marketing campaign. Start with keyword research. Next would be collecting emails. From there you just qualify further and further. Especially in your case, any other strategy would cost too much and is far too risky.
Daniel Behnk
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