The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products

These concepts will become the bedrock of the launch plan, because if you’ve been successful in your ideation, you will have a “big idea” to kick off the launch, other ideas to support the launch idea, and a series of initiatives that will bring attention to the brand over time and with key audiences.

Every new product has a number of target markets, whether it be the “trade” into which you are selling through retailers, wholesalers or distributors; influencers who need to know about your product so they can either recommend it, endorse it, or at least be aware of it; consumers, who are actually buying your product; and the media (which includes

If you think about the statistics above, you need to have anywhere from three to six ways to reach consumers for them to “register” your new product as top of mind.

Tasks that need to be accomplished in the Pre-Launch Phase include surveying market conditions; creating the launch plan; investigating, confirming, testing and validating the data about the product’s efficacy; honing the messaging; developing the public relations, advertising, promotional and social media campaigns; securing the spokespeople and i

This phase often includes educating the sales force so they can begin “selling-in the product” and hosting an employee event to launch the product to the internal audience.

Determining what constitutes results is where the art and science of launching new products intersect.

Strategy: To launch a multilayered public relations and marketing program for Product X that results in increased sales through building visibility and awareness in key markets.

Concurrent with the launch, advertising and promotional activities begin to capitalize on the exposure generated by public relations. We’ve found that leading with public relations is far more effective in building early recognition and credibility than leading with advertising. That

identifies the traditional and social media outlets that will break the story, and begins talking with these key media targets.