New product introduction session is not just talking about its latest features. Whether you are running a product/service based company, it's crucial to be able mapping the clear differentiation between old product and new product in crafting the presentation content since all of these will contribute much to the successful of launching itself.
What is product differentiation mapping?
Product differentiation mapping is more into how we can explain the differences clearly between new and old products with the same benchmarks. These benchmarks will act as set of comparison indicators to help audience think where differences placed. By having clear mapping, you will help audience to think clearly what kind of differences of the product and how it will influence their purchasing decision.
Set the right comparison indicators
To run the product mapping, you will need to set the right comparison indicators. We suggest that you should have only take several indicators that can be found in both products (old and new). These will help you to show the concise changes.
- price indicator: the old product costs about Rp. 500,000 which is more expensive than the price of a new product
- size indicator: in terms of screen size, older version of product is 5-inch smaller than new product series
- after sales service indicator: a new service category will grant additional 1x revision privilege rather than old one
We are suggesting you to put all of these comparison indicator within one table that you can place in one slide. Remember, only use similar comparative indicators that can be found on both old and new products.
Put innovations/new features on separated slide
If there are some new features of new product that can't be found in old products, then you can categorize them as new innovation and put it on separated slide (different from comparison indicator slide). By putting on new slide section, you can illustrate its further detail about what "extra" that offered from the new product.
Show price information only after "feature" section of slide
If it's mandatory for you to display the pricing information about product during presentation, always make it into last slide section after you finish the explanation of comparison indicators and new features/innovation. Why it matters? Because if you show the pricing info in the first place, audiences tend to have their own judgement related with the price. And most of the time, they will conclude it as expensive without knowing earlier the benefits they can gain. It's bad for you of course since it's forming a negative mind frame about your product from the beginning.
On the other hand, if you are showing the benefits/features first and continue with the pricing at last section then you have described all additional values that will perceived as worth with its price.
Visualize It Clearly
Make sure you are always inserting visual section on your slide, especially about the product/service. Visual can be in form of photo documentation or testimonial videos of real usage of your services (if any). This will give clearer picture about what are you trying to explain. You can always use professional design service like DoctorSlide to help you visualize better in terms of overall presentation design and match it with your company's characters.
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Disclaimer: this article originated written in Bahasa and being translated using Google Translate hence please understand if there's any mistake of tenses and/or misunderstanding that occurred. Read the original version by switch this web to Bahasa version on upper right button. Thank you for reading!