What was the greatest launch of the year? If you played your cards correctly and invested wisely, yours may have been the product, service or company launch that was on everyone’s mind.
But odds are it wasn’t. That’s because it’s easy for companies to miss the mark during a launch, even after spending months or years on R&D. And when a big launch fizzles, it leaves all the heavy lifting to the sales team. Now, they have to work harder to generate business.
So let’s avoid all that. In this blog, we’ll explain key steps to an effective launch. Not every step may be applicable to your business, but I would make sure you’ve at least considered them.
Key Steps to a Successful Launch
1. Create a marketing plan that reflects today’s full arsenal of marketing tools—not outdated tactics from 5+ years ago. Make sure to consider digital marketing, public relations and social media. And consider hiring an agency or third party with deep industry experience to create or validate this plan.
2. Come up with a winning name for the new product, service or company. There are countless important considerations during the naming process, so we’ll only include a few. For instance, make sure the name aligns with your company’s brand image and that there’s a URL available for it. Plus you’ll want to make sure the name is easy to spell, so that anyone looking for it online is sure to find it.
3. Really nail the value proposition. How does it solve a pervasive problem? Why should people want it? Verbalize this in language that’s engaging and relatable to today’s audience. Speak to your prospects, not to yourself.
4. Create the necessary collateral to effectively communicate to prospects via marketing, publicity and social media—and in doing so, make the job of your sales team far easier. Here’s a list of some items you should consider creating, depending on your needs and budget:
- Website or web page
- Brochure or sell sheet
- Demo
- Sales presentation
- Sales script
- Press release
- Email marketing
- Direct mail
- Social media posts
- Exhibit booth
- Banner stands/signage
- White papers
- Case studies
- Blogs
- Infographics
- Advertising
- Videos
- Webinars
5. Execute with vision and diligence. Know that it usually takes many touch points via multiple channels to educate and sway prospects. Be sure to tap as many marketing mediums as possible, from digital marketing to publicity, to social media and advertising.
Some Words of Warning
Keep in mind that it’s not just what you do that matters—it’s how you do it and how you present it that will impact your results. Companies have spent small fortunes on marketing campaigns created and implemented by marketers, publicists, writers and artists who didn’t truly understand their product or service—and the sales reflected it.
Another common misstep is creating collateral that looks like it was created by a second-rate artist, writer or marketer. Even worse is creating collateral that might have looked and sounded modern 10 to 20 years ago—but not today. Marketers stuck in the early 2000s are everywhere, and they are holding companies back.
Take a good look at the most successful new companies, products and services out there, and take note of what they’ve done to obtain their lead position in the marketplace. Chances are, they didn’t skimp on marketing.
To get my advice on your latest marketing, publicity or social media need, just drop me a line at Rosalie.Berg@StrategicVantage.com. It would be my pleasure to be of assistance.