Product Launch Readiness: Get Your Brand Ahead Of The Competition

chinese-brands2 Wendy Marx of Marx Communications as a quality presentation titled "How to Improve the ROI of your New Product Launch". In this presentation, Wendy outlines the five important product launch steps product teams should execute ensure a successful product launch meets its objectives.

Product Launch Readiness: Get your brand ahead of the competition

She includes the following product launch action plan to increase a successful product launch ROI:

  1. Acquiring a correct positioning and message
  2. Defining the target audience
  3. Developing Collateral in sync with your audience
  4. Lining up and preparing spokespeople
  5. Developing an announcement strategy

These steps are all good product launch essentials.  I would also recommend that any new product launch team consider these as a foundation to a sensible PR strategy.  However, if all your competitors are able to use the same strategies, where is the PR edge for a new product launch? Is there any way to increase the ROI on a new product launch?

chinese-brands

If a brand team can articulate the main issue their new product addresses, then that team should seek an edge by initiating industry conversations, around their new market issues, much earlier than the product launch activities and PR events.

To accomplish this, a product team should collect all the relevant industry conversations around the issue their product addresses. They should curate these conversations around the discussions most important to their customers.  They should then publish these conversations and insights in an easy to access, branded presence that the industry may access.

Sampling, reviewing, and publishing insights from the industry delivers three advantages to the product launch team:

  1. It introduces the team to the industry as leaders involved with critical issues in the market before any promotion or product-focused marketing efforts
  2. It provides market intelligence on how the product team can improve its positioning and messaging for maximum relevance
  3. It seeds the company brand as an industry leader and insider, giving it an edge during the eventual PR efforts for the product launch events.

Product teams that can curate and share the critical issues of the market in which they plan to engage a product launch conversations, will have an edge over other teams that only launch their industry conversations during their market introduction efforts.

9 thoughts on “Product Launch Readiness: Get Your Brand Ahead Of The Competition”

  1. Most mistakes in product development are beucase the marketing team don’t know what the audience really want. If they spent more time getting the specs right there wouldn’t be some many dead brands.

      1. I'll have to second that. I often refer back to the 22 immutable laws of marketing to refresh my marketing plan. Anyway, here's my first comment, hoping to hang out more often here!

        1. Thanks Ken,
          It’s the best marketing book I've found and also one of the shortest. They also have one about Positioning that’s a great read. Simple, practical advice.
          Liked what you're doing on your site. The ebook is terrific!
          Ivan

  2. Al Ries is the person behind the Positioning book you mentioned. There is a free sumamry here

    Book Summary: The 22 Immutable Laws of Marketing
    Printed with permission from TCI Management Consultants. A group of senior-level management consultants, offering strategic planning and marketing services to a wide range of public and private sector clients.

    The 22 Immutable Laws of Marketing
    by Al Ries and Jack Trout
    http://www.bizsum.com/articles/art_the-22-immut

  3. Ivan, thank you for the citation to HiveFire.

    When most people think of a product launch, they think of it as their brand's announcement to the world. But that's only a piece of it.

    The other half is getting other parties to announce you as well. This can happen by directly having influencers review your product. This can also happen indirectly by collecting and curating relevant content to your prospects that talks about the issue your product is addressing.

    If the New York Times talks about the issue my product addresses, whether or not they mention my company or product, this is still a very strong validation of my product. Many companies focus solely on their content, or focus solely on their mentions in the press, but by curating content companies can leverage this often forgotten content to strengthen their brand presence. Our eBook covers how companies can effectively do this: http://www.hivefire.com/ebook

    Pawan Deshpande
    CEO HiveFire

    1. Having influencers review your product is a smart way to get product in front of people and avoid the direct marketing route.
      Like what you folks are doing on hivefire. Looks good!

  4. Ivan, glad you found my product launch presentation useful. Some great comments here. Pawan, especially liked your idea about getting other people to announce you also. That's of course where social media can play a big role. I will take a look at your ebook.

    1. Thanks Wendy,
      C Brogan seems to be doing this quite a bit recently and his readers seem to be like his reviews/reports, especially if he is bringing something new to their attention.

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