Mini-Guide,Product,Launches,La marketing A Mini-Guide to Product Launches
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Launching a new product is one of the most crucial events in acompanys history. Each product launch needs to go well in order forthat product to succeed in the marketplace. New products canbe directed toward your already existing target market, or you can goafter a new market. Every time you launch a product, you need to try todo something different that you have not done before or your launch mayget lost in the midst of a hundred other launches by your competitors. A launch can be a one-time large-scale event, but to be even moresuccessful, you should try to incorporate many follow-ups after the bigevent. Here are some general guidelines to help you get through thelaunch process: Front-end activities Before you doanything, you need to conduct some research. You need to find out thevalidity of your product and how it fits in the market, the featuresyou should promote, packaging and pricing considerations, and so on.When researching, think not only about the launch, but also about thelife of the product what will you need down the road one year fromnow to keep the product vital to the market? Here is a brief list ofwhat you need to research: Your competition Prospects buying attitudes and purchasing influences Demand for your product Technological issues (now and in the future will your product be obsolete in a few years.) Key benefits to inform your potential customers about Packaging options Choosing the right launching campaignYou need to choose a good theme and message that focuses on yourproducts benefits. You need to balance creativity with the thoughtthat this launch campaign could make or break your new product. It isdangerous to attempt to be clever or funny because if some people donot get it, you will lose that market. If your commercial printingpieces, like brochures or billboards, could be construed in a way thatyou did not intend, you could just end up as a source of entertainment. Your message should differentiate you from your competition and explain your new product while concentrating on its benefits. In addition to choosing the right theme and message, you need to choosethe right vehicles to get your message to your audience. You will needto consider public relations tactics, direct mail pieces, e-mail or Website ads, catalogs there are numerous possibilities. Choose whatworks in your industry and what your budget can accommodate. Once the launch is overCelebrate and relax for a moment! Only a moment though you need tokeep following up with your target market and revisit the launchprocess when needed say, for repackaging purposes, new incentives,new benefits or if you decide to target a new market. Followup by hosting post mini-launch parties, holding focus groups to seewhat people like and do not like about the product, and sending outbrochures and other marketing materials to prospects that did not biteat the main launch. Send out emails and invite peoples comments onyour Web site for ways to continuously make your product better.
Mini-Guide,Product,Launches,La