Guide: How To Build Product CommunicationWhen you are launching a new product on the market, the crucial part of its promotion is your (or your company’s) interaction with the potential TA. Will the new solution resolve user issues? How profitable is it to buy? Is it accessible in use? Does it have any competitors superior to it in the mentioned aspects? You can answer these and other similar questions by working on the communication strategy for a new product launch. Let’s discuss such strategies more and see how it’s developed in a nutshell.

What is product communication (PC) strategy?

So what is it – a product communication strategy? It’s, basically, part of a marketing plan that allows increasing sales volumes due to the very precise prediction of the target audience needs and demands. In other words, it helps to distinctly form a customer issue and explicitly demonstrate to real people how to solve it (in an effective, cheap, and individual manner). Thus, a product communication guide provides some kind of regulations for planning and implementing your future tasks concerning product promotion.

Reasons to build PC strategy

When you think in the same ‘direction’ with your TA and establish this cause-and-effect link, you automatically improve the level of trust and loyalty towards your product. By creating an efficient strategy, you also factually define the indicators of your success. This can help you understand, on each stage of promoting products in the masses, whether you’re going the right way and how exactly the completion of previous tasks is coming along. And, well, you’ll simply save your own resources (time, money, mental health) preventing yourself and your team from blindly following common marketing trends and strategies looking for ‘that one way’ that would really bring you profit and status.

Ways to communicate with your audience of customers

The simplest way to establish interaction with your customers is social media polling (the social media is where they spend most of their time). Other goods options are an email newsletter, interactive displays in sales outlets, feedback forms on the official website, etc. The crucial moments here are as much visualization as possible and a firm intention to reach as more people as possible.   If you want to get a more in-depth understanding of your target audience issues, we’d recommend testing your product in focus groups to get the most detailed data concerning its usefulness and accessibility for consumers.  

Building a product communication strategy

Now, we offer you to have a look at our take at the guide on how to build a product communication strategy.

Identify your goals

The first thing to start the creation of your product-communication strategy matrix is the definition of the primary goals of your company (and your product in particular). Organization goals should meet the high-efficiency criteria, i.e. they must be:
  • S (Specific) – sound and clear,
  • M (Measurable) – requiring particular analyzed resources,
  • A (Affordable) – available to achieve particularly for you,
  • R (Realistic) – consistent,
  • T (Time-bound) – with the clear time frame.

Understand the situation

As we have already mentioned above, you should ask yourself: which problems, of which customers this product can solve? Will it be readily available for your customers? Will it earn people’s trust (basically, a product can be awesome in nature, but its untimely introduction to the market – e.g., it can be much too innovational and have complex principles of work – may as well kill the sufficient level of demand)?

Get a clear image of your target audience

The define your product’s target audience, conduct an analysis that takes the next 4 general stages:
  • basic criteria (age, gender, geographical location);
  • interests (use social media to find potentially interested people – enter the keywords relevant to your product and go through the resulted communities; hashtags are also useful here));
  • ability to pay (you must clearly understand that your offered product will be accessible to your TA; no use offering jewelry to teenagers, for instance);
  • tasks (what tasks are most important to handle for your TA? To look awesome and provide some comfort when it comes to the realization of routine tasks? Perhaps, both?).

Develop a product communication strategy

The final stage of our brief product communication strategy guide – the development of a particular strategy. All the info gathered during the previous stages counts and must be used for its creation alongside your personal marketing knowledge.

Product communication strategy integration

To successfully integrate your created strategy with existing business processes, you will need to revise the plans of all your departments (not only the marketing department). This is exactly why it’s crucial to realize on the initial stages of development that the product development and effective product promotion campaign (which will be based on the task to define product communication strategy) are inseparable processes. So hiring a separate team of marketers when your product is already built and prepared isn’t the greatest idea (especially, if the product’s niche wasn’t previously explored and it isn’t fully clear whether it potentially be popular or not). All in all, if your product is currently on the planning stage – now’s the high time to start collecting all the necessary data for building the product communication guide.


The development of a communication strategy for the new product is a pre-condition for the successful presentation of a principally novel product. In turn, neglecting this part, you may risk knowingly launching a no-win (unprofitable) solution that would bring its founders nothing but the expenses and unfulfilled hopes. If you take the realization of your business idea with full responsibility – let’s work together and get you some real profit! Our team of variously-profiled experts will guide you through each stage of positioning your product in the market, offer several product communication strategies examples to consider and define the most winning market introduction scenario for your particular case.