Setting the Stage for a Product Launch Strategy
I love the excitement and possibilities inherent in launching a new product. Yet, as the reality of the challenge, investment required, and risks become apparent, that initial buzz can fade. Embracing a structured approach really helps. It’s a great way to navigate the natural ebb and flow that comes with managing a product launch.
More often than not, it’ll be a long journey. So, a thoughtful, pragmatic strategy will keep things positive and on track. It calls for a blend of intuition and insight, and a generous dose of grit. This needs to be underpinned with meticulous planning, deep consumer understanding, and a flair for engaging storytelling.
So where to start? Well, whilst the scale of a product launch may vary, the principles are pretty consistent. The product idea must offer a compelling consumer insight and realistic reasons why it’ll be purchased.
Whilst working entrepreneurially, I focused on getting to a Minimum Viable Product (MVP) which could then be launched and iterated over time. The need and story were neatly interwoven and used to engage trade buyers, and other key stakeholders, by combining category truths and a passion for the idea with a compelling rationale to secure support for launch.
Generating initial sales momentum was often the hardest part. Even with the best category features and distinctive branding, we had to graft to grab consumers’ attention, monitoring what worked and doing more of it, and switching things up if it failed to get the response we were looking for.
Perhaps the most important lesson to learn is that what seems like an overnight success, starting with a product launch, is often years in the making.
With that in mind, here’s a summary
A product launch blends intuition and insight: from a well-researched strategy to crafting a captivating story and engaging key stakeholders, designing a dynamic marketing mix, and delivering a memorable launch. Crucially, the journey continues with sustained post-launch engagement and agile adaptations to feedback.
This blend brings to life products grounded in untapped market demand that consumers will connect with deeply, brought to market in a meaningful and consistent way, setting them up for lasting success.
About the author
Simon Green is a seasoned marketing strategist with over 20 years of experience in product development, brand management and commercial leadership. Simon has worked in leading CPG organisations and entrepreneurially to successfully bring products to market, blending consumer insights with compelling storytelling. His breadth of experience and relatable expertise supports clients develop and deliver brand growth.
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