During 18 years I’ve seen many vendors throw themselves into launching new products or services without a written launch plan, and it’s simply not the best way to map out and achieve results. Going without a launch plan -pinning results on hope instead of research and facts – is also a stressful way to launch anything. Plus a well-considered launch plan shifts the results — including sales.
Planning launches ahead of time with step-by-step messaging, objectives, audience analysis and targeting allows you to put specific objectives in place, to speak to relevant prospects and gives you essential momentum.
Launches also need to be shared with your team – whether you’re a startup, early stage or a more established business. You don’t want to dedicate all of your time, voice and effort outside your own company and team without considering how you should first launch their own products and services within their company – so your employees, partners and other stakeholders are part of the launch, and not just bystanders that are told about the launch after it has happened. An internal launch doesn’t just grow your fan base and build up enthusiasm internally (which may be more important than you think).
If you’re launching something that is very new, then consider a staged launch starting with a soft launch. This gives you the opportunity to build a base of customers, collect feedback, ask for references and testimonials, before you go onto a larger-scale launch.
Want to know more about how to stage a launch, or have any questions about setting objectives, defining audiences or getting your message right for an upcoming launch? Then why not join me for a free 30-minute product launch strategy session.