Here are several steps to launch your next product:
Define the Unique Selling Proposition (USP) for your product. Your team needs to form the communications as to why this product is the best in the world.
Outline all of the goals for launch. What metrics are to be tracked, what revenue numbers are desired.
Define the customer profile. Who is the target audience?
Write up a media plan. Who needs to know about the launch, where are they hanging out online, and who should you be collaborating with to get the word out?
Assign team roles prior to launch. Each marketing teammate and outside contractor must understand their launch roles. Provide training and learning to fill knowledge gaps.
Write a press release kit. Connect with journalists from shared professional connections. Build rapport with new journalists outside of networks who are relevant to the product.
Invest in media monitoring teammates and software. Task someone to watch who is mentioning similar products. Use AI and sentiment analysis software to automate research functions.
Analyze optimal dates and times for launch. Prep all media releases for optimal slots.
Confirm execution with journalists. Ensure content is ready to be launched at specific times. Check with journalists to see if additional resources are needed for smooth delivery.
Share launch calendar with all people involved.
Offer and communicate bonuses to early adopters. Reward those who love your product to spread word-of-mouth.
Develop online promotional content. QA check with team. Also covers social media, online ads and email.
QA check with manufacturing. Ensure the product is ready, with no foreseen hiccups. Test launch with team.
Communicate with Support team. Confirm that the team is ready to handle customer service issues as they arise, with baseline script templates ready for predicted scenarios.
Connect with friends and family across the team about launch to spread the word and create pre-buzz discussion.
Launch press release and media. Monitor initial discussions and comments.
Deliver VIP support to early adopters. See where improvements can be made, gather feedback. Track NPS scores.
Track revenues, see where marketing initiatives are optimal, reinvest in those channels.
Prepare long-term communication plan for post-launch recurring sales.