The following blueprint for launching your product successfully assumes you have your brand strategy rock solid. A brand strategy may differ from business to business but essentially should cover the following pillars

  • Brand Position
  • Brand Key Messages
  • Tone of Voice
  • Brand Promise
  • Brand values and personality

If you need help mapping out your brand strategy, reach out to our team who can support you in the process [link to book a call].

With your brand strategy in hand follow this blueprint to successfully launch your product into the market place.

1. Say goodbye to guesswork and hello to laser-focused precision. Get to know your customer like the back of your hand.

The secret behind any successful marketing campaign is a comprehensive understanding of what makes your ideal customer tick. Uncovering the driving forces behind how and why your customers make a purchase decision is the backbone of developing an effective communication strategy for your product launch. You need to identify their goals, motivations, and pain points so that you can position your product as the solution to their problem.  

Once you’ve uncovered what makes your consumers tick, you can develop a buyer persona that your team can use to develop a tailored communications strategy.

2. Developing the narrative

Once you’ve established your buyer persona, it’s time to develop your product positioning and key messages. The key to successfully launching a new product is the ability to clearly articulate to your audience how it fills a gap in the market. Consider what problem your product can solve better than any other product on the market for your ideal customers. The narrative for your product should consider your brand position and key messages to ensure it all hangs nicely from that.

Ensure that your key messages are clear and concise by addressing these four questions: 

  • Who is the product for?
  • What does the product do?
  • What does the product do better than any other on the market?
  • What problem is it solving for your ideal customer?

3.  Map Out Your Promotional Strategy

  • This serves as your framework for launching and promoting your product. The key here is to really understand the buying process of your ideal customers for a product like yours. Where do they hang out to effectively create brand awareness among those who may or may not be ready to purchase a product like yours? How do they go about researching for your product category when they have a need to ensure you can engage them and drive them to the website? Does your product involve low or high involvement before a purchase decision is made and do you need to consider how to nurture those with some level of intent to buy? These should inform the channels you need to consider as part of the promotions strategy.

4. Create engaging promotional content that captivates your audience
Once you understand the channels you need to market through, you can then consider the content strategy. It is important you leverage the narrative from stage 2 of this blueprint to form content angles and forms that are appropriate for the specific channel and that considers the objective of that channel. For example if you are crafting a Facebook Ad it needs to fit within the specifications of the platform and consider what stage of the purchase funnel the ads will be aimed at – awareness, engagement or conversion.

Don’t forget that content creation spans across a wide range of mediums and consistency is important for each touch point of the customer journey. The following is not an exhaustive list.

  • Blog posts 
  • Emails flows and campaigns
  • Demonstrations and tutorials
  • Digital ads
  • Social media posts
  • Landing pages and product descriptions
  • Downloadable
  • Video

5. Set Clear Goals and Budget for the Launch

Before you start implementing your strategy, it’s important to define a set of clear goals and outcomes you want to achieve and over what period of time. With the right tracking in place you will be able to specifically measure the effectiveness of your campaigns. However up front it is important to ensure your goals are realistic and that you have the right amount of budget set aside to enable success. If you are unsure how to identify what is realistic and what budgets you need, it is recommended you get a marketing strategist involved to help you do so. Getting this right is worth beyond what you might invest. Get it wrong and it could be a costly exercise. At The Brand Architect we help businesses like yours do just this. If you would like to chat about how our Head Strategist can assist in this process book in a chat today. [BOOK NOW]

Specific

Your goal should be clear and specific; otherwise, you won’t be able to focus your efforts or feel truly motivated to achieve it. 

Measurable

It’s important to have measurable goals so that you can track your progress and stay motivated. 

Achievable

Your goals should be ambitious yet realistic. This presents an opportunity to unlock potentially overlooked opportunities or untapped resources.

Relevant

This step is about ensuring that your goals are important to you and the growth of your business.

Time-bound

You should have a clearly established date for which you focus on achieving your goals. Failing to establish a due date will lead to your project being continuously pushed back as other things start to fight for attention. This helps prevent your everyday low-value tasks from taking priority over your high-value long-term goals. 

6. Prepare Your Team

  • Make sure your company and key (internal and/or external) stakeholders are ready for the product launch by conducting information and training sessions and developing sales enablement and fulfilment materials. Provide early access to the product for your team to gain hands-on experience. Conduct training sessions to ensure your team has a comprehensive understanding of the product. Take your teams through the launch plan and campaign strategy as well as expected outcomes. Not only will this benefit them and create a cohesive effort which is more likely to amplify success, saying it out loud is an extra layer of commitment from your end. It is also a chance to sense check the process as you run through it and gain feedback.

    Last but certainly not least, take a moment to acknowledge and celebrate the hard work and dedication of anyone involved in getting you to this point. You’re well-prepared for success!

7.  Evaluate Success

After the product launch, it’s crucial to actively assess the effectiveness of your go-to-market strategy. Stay prepared to adapt or refine various elements if things don’t unfold as anticipated.

Evaluation should take place across the campaign not just at the end to enable an agile approach.

Conclusion:

By following this blueprint, you can navigate each stage of the product launch process smoothly, from initial planning to post-launch evaluation, ensuring a successful introduction of your new product to the market.

Remember, our incredibly talented team of marketing professionals has launched thousands of products into the market over the years with incredible success. If there is any aspect of this guide that you have questions about or would like additional support with, don’t hesitate to reach out. We’re just one phone call away. 

Book a free discovery call to find out more> https://thebrandarchitect.as.me/Rachel