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

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

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.

If the product is available only in selected stores and not offered on the Web, you may find it difficult to get reporters and bloggers to cover the launch, as it will be hard for consumers to buy the product.

Don’t start launch activities until your product is up to standard and your launch is well planned and ready to execute.

Results during the Launch Phase can be measured in many ways: How many units are to be sold? How many hits to the Web site are expected? How many presentations should be given to retailers? Which retailers are key for sell-in? How many editors are to be contacted? Which media will drive sales? How many media impressions are required? What conversio

Most launch campaigns typically start with the public relations team breaking the news about the new product, and often include a launch event. In conjunction with the launch, or shortly before the public relations campaign breaks, the Web site is unveiled and social media outreach begins. In addition, media relations efforts start driving consumer

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

Creating key messages is the bedrock of crafting a consumer product launch campaign. It is the basis of the communications to all your audiences: internal, the media, and anyone and everyone who might want to buy or write about your innovative new product. In a launch situation, messages should form the framework of everything that is said about yo

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.