If you’re unsure whether or not you’re ready to launch your product, check out our ultimate product launch checklist. Read on for everything you need to evaluate your readiness for the all-important product launch.
In this article:
- Invite the Right Kind of Audience
- Customer Development Research
- Messaging and Positioning of the Product Launch
- Ensure the Staff Will All be on the Same Page
- Identify Measurements of Performance and Key Metrics
- Craft Appropriate Publicity Materials
- Boost Promotion Efforts
- Interact with People on the Day of the Launch
- Evaluate the Results
The Ultimate Product Launch Checklist
1. Invite the Right Kind of Audience
When it comes to your product launch marketing, it’s all well and good when you have a lot of people attending the main event. However, who is at your event is just as important as how many attended — the right audience definitely matters.
Consider the people who would most likely use your product to be your primary target market. Your secondary target market should then be the people who influence your primary target market’s purchasing decisions.
Ideally, you should invite influencers in the industry to take part in the product launch, which is something that the Forbes Communications Council also recommends. However, it is important that you don’t make the same mistakes every other marketer does when engaging an influencer.
Don’t only ask them to promote your product on the fly. Keep them engaged and in-the-know.
You can do this by answering two simple questions for them:
- Why are these chosen influencers the ones you’ve picked?
- Why should this influencer’s followers care about your new product?
When you begin to think about your product launch through the lens of the people that are affected by it, you’ll be able to launch your product more successfully.
2. Customer Development Research
One of the first things any marketer should do, no matter what the campaign is for, is to get a feel for their customers’ mindset. How well you know your audience affects exactly how you can execute any marketing strategy, including a product launch.
When you know how your audience feels and thinks, you’ll be able to discern which problems and issues you could address and focus on more. Plus, you’ll be able to know more about what people are looking for in a product like yours and you can craft the message of your brand better.
Going into a product launch without prior research on your part is a poor tactic for any marketer. Information and research will always be at the heart of all successful launches.
You don’t need to spend a lot of time and resources to research either. All you need is at least ten people in your target and primary market as they will provide enough solid data for you to work your launch with.
3. Messaging and Positioning of the Product Launch
Once you have figured out who you’re planning to target your product launch campaign on, it is now important to get your message straight.
Sure, you might be thinking, the message could not be any simpler: you’re launching a new product and you want people to like it. However, this kind of messaging and positioning feels too impersonal.
A great marketing plan should have the right kind of message to be at the core of everything they do during the entire process of the product launch. This message and positioning should also reflect the product’s purpose.
Your messaging should be short and sweet. It should revolve around a certain problem your target market has, which currently has no or has limited and inferior solutions. This is where your product will come in.
Position your product as the best solution for that problem. Show your target audience why and how your product is a cut above the competition.
When you’ve got this nailed down, it will be easier to navigate through whatever conversation you want to have about your product launch with anyone. However, it shouldn’t only be you who knows your positioning.
4. Ensure the Staff Will All be on the Same Page
Once you know your positioning for the product launch, the next step on your product launch checklist is to notify and inform all staff members about it. The greatest way to make a message stick is through consistency.
Although this may seem like a no-brainer, you should really make sure that your entire organization is notified and informed as much as possible that you are about to launch a product. This is one of the essential elements of a successful product launch plan after all.
Not only should you inform the staff about your messaging and positioning, but it is also best that stakeholders are notified and well-informed as well.
5. Identify Measurements of Performance and Key Metrics
Before you start creating your promotional materials for your product launch, you should first identify your goals and the measurements of success for the goal or goals you are aiming for.
When setting up goals, it is important that you be “S.M.A.R.T.” about it. Any goal you aim for should be:
Once you’ve made your goals for the product launch, you can then identify the measurements of the success of your product launch’s performance. Remember to set up a system that can record these measurements of success so that you’d have a seamless way of keeping track of them.
6. Craft Appropriate Publicity Materials
Once you’ve finished all of the research and important tasks for the product launch, you can now officially begin thinking about the ads and publicity materials.
Craft the appropriate product marketing content in a product launch. There are several to choose from, but here are some recommended staples:
- In-Person and Live Demos
- Website Updates
- Social Media Publicity Materials
- Blog Content
- Cheap Promotional Items
These publicity materials, paired with knowledgeable staff and, of course, a solid product, will make your product launch a success.
7. Boost Promotion Efforts
Publicity materials are not where you stop promoting the product launching. What is a product launch without promotion efforts?
Since you have already gotten your internals in place, you’re now ready to package and deliver your product to your stakeholders. There are multiple ways you can promote your product launch.
Social media is a powerful tool for this. It has a wide audience and your followers tend to be the people already interested in your products.
Aside from making use of social media, don’t forget to contact media personnel for your launch. The power of the media still hasn’t wavered so it’s important to get them involved as well.
Your marketing efforts should not be overlooked to give the product the right fanfare it deserves. Remember, the main event is not only a product launch, it’s also an entire event to be enjoyed by all involved.
8. Interact with People on the Day of the Launch
Now that you’ve finished your research and publicity materials and aligned everything to your brand positioning, it’s time to work the room. As a marketer, it’s important that you don’t shy away from people during the launch.
Remember your messaging and positioning? This is when you should whip them out with subtle confidence and full competency.
All those days reading up on the product, identifying every customer touching point, and coordinating between different stakeholders should come to this.
Talk to the people in attendance. Ask them what they think so far.
This is also a simple way to gauge the results of your hard work. Do people like what you have so far or is there something they don’t like you can still improve on?
9. Evaluate the Results
Finally, the product launch is over and done with. However, it doesn’t mean your work is over.
Once the product launch is over, it’s time to check back to the key measurements that indicate whether you’ve reached your goals or not. Identify problem areas and celebrate the ones that were a success.
Use the data gathered to craft your next marketing plan for a product launch and you’ll find your next launch to be even bigger and better than the previous one.
With this Product Launch Checklist, any marketer should be covered in all the important areas of a product launch. Simply consult this list to find out if you are truly ready for your product launch.
If you’ve finished all the tasks above, then you’re ready to get going. If not, time to get started on the tasks you haven’t completed yet!
Check back on the checklist from time to time if you’re feeling lost to help you refocus on the tasks that need to get done first. Good luck!
What other items do you think should be added into the Ultimate Product Launch Checklist? Comment down below to let us know!
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