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 –
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 (link) to assisting a long-standing luxury bathroom fixings client (link) 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 product, 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:
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.
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.
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 key and a fundamental part of the creative brief.
How are you going to launch the campaign and what materials do you need. What suppliers are you going to use to create the materials required and what are their lead-times to create them. It is vital to plan ahead 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 some time to adjust in case things don’t go to plan.
Is there something you can be doing 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 far better equipped to help make the product launch a success. If this information isn’t available in a well thought-out creative brief it may be worth considering a brainstorming session to identify these elements and get them agreed. If you would like to hear more about how we could assist in your product launch.