October 28, 2009

5-4-3-2-1: Steps To Launching Your New Product

For most companies, there’s nothing more exciting than the launch of a new product or service. Following months, possibly years, of research and development, so much can be at stake for your company when your new product is finally ready to go to market.

By following a strategic series of steps, you can put your new product on the pad for a successful launch, and position your product in the minds of your target audience for years to come.

6. Identity Development

With the development of a strong visual, or an identity, you can create a “personality” for your new product. This visual may be in the form of a logo, which will serve to build awareness and brand equity for both your product and company.

Your product’s identity will be featured in every aspect of your launch campaign, including your advertising, marketing literature, Web and interactive promotions, packaging, and custom imprinted apparel.

5. Effective Creative

Along with a memorable name and logo, you’ll need a strong creative concept to effectively reach your target audience. Here’s where innovation in positioning and packaging plays a key role in successfully bringing a new product to market. So much rides on the concept, imagery, and “big idea.” The creative needs to communicate the value proposition of your new product in an effort to gain a competitive edge.

4. Promotion

Promotion is the next step in the process. A strategic public relations campaign can generate initial interest and excitement. Traditional advertising, direct marketing, and online campaigns may help to sustain the momentum of your promotional blitz so it doesn’t fizzle out with yesterday’s newspaper. A strategic campaign that includes multiple channels will help you reach your target audience with consistency and frequency.

3. Messaging

Whenever and wherever you’re promoting your new product, the rule of thumb is to streamline your message to three to five key points. The ultimate goal is to influence the buying decision and close the deal. How you frame your “sales pitch” for your new product can make all the difference. Be sure to clearly define what the product is and the benefits it provides.

2. Collaboration

Product launches are time-intensive and require input from a number of departments from within your company. Therefore, working in a silo is not an effective way to implement a successful product launch. Conducting research, gathering input, and consulting with experts all greatly increase the odds of launching a new product with fanfare and success.

1. Ignition

At Sire Advertising, we’ve partnered with companies of all sizes to launch new products and services in a variety of industries. From naming and identity development to strategic advertising, Web, and public relations campaigns, Sire is ready to assist you with any or all phases of your new product introduction. Contact info@sireadvertising.com or call (570 743-3900.

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