What makes a good launch strategy?

Products flop all the time, fact.

Ok, maybe a negative start to a blog post but mulling over the recent failure that was Google Wave and deciding the over demonstrated, under communicated approach to launch it didn’t help, I decided to consider what makes a product launch successful.

One of the most common mal-practices is not targeting the right consumers. By not focusing on who you’re trying to engage specifically and aiming at a generic platform you weaken your strategy. So rule number one is (hopefully not surprisingly) understand your core market.

I’m assuming at this stage your product is tailored specifically to your core market and that you have based it upon insights and research from the start (if you haven’t, maybe consider this more before going any further).

So next up, what is the USP for your product? How will buying this product improve your consumers’ life? How can you emotionally connect with your consumer to inspire them to buy this product?

The answers to these questions will form your message; it’s likely you’ve thought of this as you develop the product but, tip number three is really about keeping the message consistent.

Every ad you serve, page you create, email you send, needs to deliver this message. Keep it clear, concise and constant.

So you’ve got that bit nailed, next you need to think about when, where and how you’re going to wow your audience with this amazing unique message. Where are your audience and how can you get the message to them (note I haven’t said how you can get them to the message). Map out your landscape and look at the best touch points to deliver your message.

And remember, once you have launched the product into market, there is no turning back so make sure you get it right or you’ll join the Coors bottled water, Cocaine energy drink and Bic underwear failures pile.

Who? What? I hear you say… my point exactly.

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