We were in deep financial trouble, our accountants had lost control of our books and our government contracts were not paying on time.
Before the big launch date, you would hit the road and meet with reporters from all the important press outlets. Then on launch day, you could sit back and watch the articles roll in. In those days, reporters might even spend a few days fact-checking and talking to customers before filing their stories.
Today, the pace of news is limited only by the speed of light. The new media landscape incorporates far fewer major outlets; rather, it is made up of a smaller number of slimmed-down publications and an inordinate number of specialist bloggers.
So here are some steps for a successful launch in these fickle times: Get a head start and begin preparing long before you plan to launch.
A rolling launch is a great way to keep the conversation going. Start your outreach activities weeks before the official launch date and then keep the news going up to, and beyond the official launch date. The steps below describe how to do this.
Make the product or service available to important influencers as a first step. Influencers can be friendly customers, prospects, or even bloggers who have an sizable online presence. Encourage these people to use your product or service and then write review articles or posts.
These folks are also great resources to talk to analysts about your offering pre-launch. Brief industry analysts during this early phase as well. Scheduling calls with these folks takes time so do this early. Invest the time to write compelling briefing requests. These guys are busy, so you will want to make sure your meeting request clearly states why it is worth their time to hear about your offering.
Apple is a master of this technique. Unless you have a massive launch event planned, the official launch date should only signify the day your product is actually available. Keep the release rolling. Continue to produce fresh news like announcements concerning novel uses of the product, customer stories, details about how the offering provides return on investment ROI to customers, etc.
Do something unusual during the release cycle.The important point to remember is that the marketing plan is a document designed to present concise, cohesive information about a company’s marketing objectives to managers, lending institutions, and others who are involved in creating and carrying out the firm’s overall business strategy.
The Nightclub nightclub saloon business plan executive summary. The Nightclub sample plan contains details that are largely a combination of several successfully funded plans for new .
that sense, a product’s launch is perhaps most sensitive – step in achieving growth through innovation and new product development. Customer behavior must be altered; sales reps must be trained; the new product must make a good first impression.
The important point to remember is that the marketing plan is a document designed to present concise, cohesive information about a company’s marketing objectives to managers, lending institutions, and others who are involved in creating and carrying out the firm’s overall business strategy.
This article is a comprehensive list of over free sample business plan templates that give an easy start to aspiring African entrepreneurs and small businesses. When preparing for a product launch, design a marketing plan to achieve the intended sales goals.
This marketing plan will likely involve building product awareness and demand in the marketplace, taking your product’s buyer personas into consideration.