If you are looking for help launch a new product in the market or even just a simple new product launch checklist then read on.
The most successful product launch is the one that is prepared well and based around a solid strategy with comprehensive planning, as Benjamin Franklin advised –
Failing to plan is planning to fail.
A new product launch is stressful enough without having to reinvent the process of marketing it, so use tried and tested advice and get the basics right. Toast has helped clients launch new products into the market that have ranged from assisting a client launch a brand-new range of chocolate bars to assisting a long-standing luxury bathroom fixings client to launch and support new products throughout the year via a network of showrooms.
When starting work on any project that involves the launch of a branded product design, we always start with the schedule and work back from the launch date to ensure we can achieve the creation of all the marketing materials that are needed. We then go on to ask these fundamental questions:
What are you launching?
It seems obvious, but surprising how often there isn’t an easily understandable pitch – we often recommend that drafting a press release for the launch is a great way of making sure we get a focused explanation along with any relevant supporting information.
Where is it being launched?
Many venues will have restrictions on what can be built or set up – it is always best to get these details early as part of the creative brief. If it is at a show, then there will be support materials required. If it is being launched purely online, then you need to share the media plan on how it is being promoted.
Why is it being launched?
This simple question should be the foundation of the launch campaign – why should a user/customer care? Understanding exactly what you expect your customer to feel about the launch is a fundamental part of the creative brief.
How is it being launched?
How will you launch the campaign, and what materials do you need? What suppliers will you use to create the required materials, and what are their lead times? It is vital to plan so that everything is in place before the launch date. Always plan to have all materials in place at least a couple of days before the launch to allow you time to adjust if things don’t go as planned.
Think outside the box
Is there something you can do to make your launch different? Is there a unique feature or function your product has that you can highlight with the form or format of the marketing materials you create? Can you choose a location or event that ties in with your product, showcasing your product to an already warm audience?
Once we have this key information, we are better equipped to help make the product launch successful. Suppose this information isn’t available in a well-thought-out creative brief. In that case, it may be worth considering a brainstorming session to identify these elements and get them agreed upon if you want to hear more about how we could assist in your product launch.
My title at Toast is Brand Strategy, but what I do is a lot simpler – I help people solve problems. Sometimes I have to identify that problem, sometimes they know already and want me to just come up with the solution and help them apply it.