Our Top 5 Tips for a Successful Product Launch

Product launches are a successful marketing strategy that focuses your messaging towards a point of time where there is a new (or improved) release of a new product or service. Successful launches are meticulously planned down to every email and social media post. They take months to plan, even though at times the look effortless.

Here are our Top 5 Tips for a Successful Product Launch

  1. Time & Planning – This is essential. We recommend working backward from your launch date, create milestones for all aspects of your launch (graphics/social media/ landing pages/ emails). Once you have your first timeline, look at the actual calendar – what holidays land during your launch period? Do you have other commitments that could change how much time you can dedicate to each element? Build yourself some buffer time to allow for the unexpected, without losing momentum. When I’m working on launches I physically go for a walk, and mentally take myself through the plan and how an prospect could be experiencing it. Am I explaining the next steps for them well enough? Do they know what to expect? Do they know what the client wants them to do (up-sell)? What do they need to be successful and get the most out of this opportunity? If the launch includes classes, what do attendees need before each class? How much of this sequence is automated, and can I automate more? Do prospects know who to contact if they need help? The answer to each of these questions needs to go into the plan. So, in your plan think about – preparation – communication – promotion – delivery – support.
  2. Know what you don’t know – Let’s go back to your plan – what do you know how to do well, and what is foreign to you. Do you have time to learn it well? If you love to write, but can’t find your way around an email sequence, then get some help with the sequence while you handle the writing. Remember how much your time is worth!
  3. Support is everything – and comes in many forms! – You can bring on tech support for live calls to handle the random questions that may come in during your presentation or to make a back up recording of the call. Have someone to manage customer service support to keep your prospects happy. A proof-reader should be on standby – we all need an extra set of eyes! But also think about support in terms of affiliates – who will help promote you? Reach out and see who is willing, and then send them some suggested content to share with their audience. Find ways to thank them for their support.
  4. Do your homework – Have you recently participated in or attended a product launch for a colleague? What did they do well? What do you wish had been done differently? Give them a call and ask for their thoughts. Do some reading! There is a wealth of fantastic information out there, some great articles worth checking out include: Ready, Set, Sell: How to Successfully Launch Your First Product
    18 Tips for Planning a Flawless New Product Launch
  5. Budget – let’s go back to your launch plan and be realistic about budget. Factors to consider include:

  • Your time – very valuable and in finite supply
  • Tools (teleconference/webinar programs, email management/autoresponders)
  • Marketing (Facebook ads for example)
  • Graphic design (unique logos/banners)
  • Support staff (technical support/customer service)

And one bonus tip – do a test run! Ask a friend to sign up and send them the sequence of emails. Don’t explain anything to them, and see what their questions are – how can you build the answers to these questions into your launch?

Planning a launch this year? We’d love to chat about what you have planned, maybe even troubleshoot with you a bit.

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