Product Launch Plan
New Product Launch Planning Process
Planning a launch properly is second only to proper execution. So what are the key steps in developing a product marketing and launch plan that will yield above average results? This article outlines those steps. As much of today's launch communications takes place online, there is an emphasis on Web-based launch methods today.
It's important to be pragmatic about launch goals and a launch date. Setting sales targets is important to making each campaign successful, yet it is amazing how frequently this step gets omitted. Try to set a specific sales volume target, then estimate how many sales you need to achieve your financial goal. Then build a plan that includes enough traffic to reach your sales goal.
Choose a realistic launch date. It's also vital to select a practical launch date that is at least thirty-to-sixty days in the future (to supply a satisfactory ramp through the preparation, planning and pre launch phases).
Pick your launch team members carefully. Getting the right folks aboard on your launch team is among the most critical things you may do. The people on this team must work together toward achieving a typical goal - getting your website and product prepared and launched correctly.
Select a specific target market and focus on it. To properly complete messaging and positioning it is important to select a target market - as in "one, single" audience for your launch. This is a common problem when launching anything new - not selecting (or worse, not knowing ) who you need to target and reach, and how it's possible for you to galvanize them to do something.
As an example, if your audience is home business owners, don't try and also accommodate the Fortune 1000, or else you will make the incorrect choices about design, copywriting, offers and your sales process will fall flat and appeal to nearly no-one. After you are clear about who your target buyer is, then craft your messaging for that consumer. Consider rigorously why this customer will choose your product over competitors and position yourself as the most obvious best choice for that particular purchaser.
Identify traffic sources and promotions that will fuel the launch. It is vital to be pragmatic and conservative when creating your traffic goals, and make sure you have adequately planned and budgeted for bringing this traffic, which is the responsibility of the outbound and inbound marketing and business development team members.
Develop your lead-capture and sales processes and related offers. You must develop landing pages and sales pages that capture leads and close sales . These processes must be developed using best-practices and solid designs, so they convert visitors first into leads and then into buyers.
Your offers must lure qualified visitors to opt-in and become leads in your system during the prelaunch phase. You will very likely need to supply something handy and valuable for free to attract visitors to register for your launch and site. In fact, using multiple, different offers that attract different buyers is typically best.
Design the site especially for your target audience. Your website must be designed to appeal to your target purchasers. If your purchasers are consumers, then design for them. If they're Fortunre 1000 companies, then a different (more conservative) design is probably required.
Again, you can't appeal to everybody, so optimize the look of your website for your ideal purchaser, at the cost of everybody else so your site is optimized for appealing to your consumers.
Implement and test site instrumentation (e.g, Google Analytics). Ensure you have good instrumentation in place so that you can track and optimize everything as your prelaunch and launch advances. You won't have a surplus of time to do split-testing and optimization, so it is important that you have all of these tests and instrumentation in place and good to go beforehand.
Confirm that your product is prepared for market. I strongly recommend an Early Adopter Program be used to prove that your website and product are actually ready to be launched, before your principal launch date. This is sometimes referred to as a "beta test," "soft launch" or "early access program" and is often limited in some ways to prevent cannibalizing the main launch. This may appear to take additional effort and time, but in the end it doesn't. You need actual consumer feedback to guarantee your product is prepared for market and if it is a fresh product, you want testimonials and social proof to use during your launch.
Test all e-commerce and user-facing product and site features. After investing such a lot of time, money and effort to make preparations for your launch, making certain that what your site visitors experience is of the highest possible quality is paramount. This means you need to fully test each possible trail a visitor can go down to guarantee everything is in top working order, is free of typos and good to go.
Execute a professional-grade pre launch and launch sequence. Now that you have finished the first nine steps, you are prepared to start your prelaunch and launch sequence, about 10 days to two weeks before your launch date.
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Download our FREE Launch Best Practices Report to learn more about how these online launch processes are applied to maximize early adoption of a new product or website.