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New product launch campaigns: a powerful design technique to help answer prospects’ questions

Author's avatar By Dave Chaffey 13 Mar, 2013
Essential Essential topic

Mapping customer needs to website content and features

I'm working on a couple of projects at the moment which involve planning for launch of a new product. These projects have reminded me about a powerful technique that can help keep communications focused on clearly explaining the features and benefits of the new service.

The technique involves mapping the questions that a site visitor finding out about the project will be asking (mental model) against different types of features and content on the site to help answer these questions (content model). It's one of several techniques marketers can used explained in our 7 Step Guide to Improving Website Results.

I like the technique because it's a simple, but powerful way of brainstorming or reviewing content effectiveness. Here is a generic service launch example I have created to show how the method can be used:

The technique was introduced to me by Jon Dodd, a consultant at usability agency Bunnyfoot, giving the example of how the new UK Wi-Fi Hotspot BTOpenzone service was launched several years ago when hotspots were a new concept.

You can see that the technique can also be applied to existing sites and are is necessarily limited to new product launches.

You can also use the technique as part of a content marketing initiative, to help select the best content to develop to support the buying process. You can compare the content types at the end of the model to the different content options shown in our content marketing matrix.


Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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