| In the most basic sense, product launch marketing is | | | | Phase Four: Selecting Media |
| the process by which you first introduce a given | | | | Now that you have a message, you need to figure |
| product to your target audience. While that may | | | | out how to get it to your target market. This might |
| sound relatively simple, the fact of the matter is | | | | include direct mail, email campaigns, social media |
| there's quite a bit more to it that you might think. A | | | | marketing or any number of other techniques. The |
| successful product launch marketing process can | | | | key here is to choose media that resonates most |
| mean the difference between rapid growth and | | | | strongly with your target audience. |
| increased market share or languishing sales and, | | | | Phase Five: Pre-Launch |
| ultimately, a failed product. | | | | During your pre-launch period, your aim is to build a |
| The product launch marketing process has several | | | | rapport with your prospective customers. You have |
| phases. Each phase builds on the previous and | | | | to build trust, likability and respect. If, in their eyes, |
| prepares for the phase that follows: | | | | you do not have this key trilogy of attributes, your |
| Phase One: Market Research | | | | product launch will not be a success. |
| Before you even think about a product, you need to | | | | Phase Six: The Launch |
| fully understand the demographics and | | | | When you finally open your shopping cart, you will |
| psychographics of your ideal client. | | | | instantly know whether your preparation has been a |
| Phase Two: Product Identity | | | | success by the flood or indeed trickle of buyers. |
| Now you can start to craft a product that meets a | | | | Your job now is to maximize the number of buyers |
| particular need in the lives of the buyers. | | | | you have using proven hot buttons that will push |
| Phase Three: Crafting Your Message | | | | those sitting on the fence to buy. |
| Here is where you integrate the first two phases of | | | | Phase Seven: The Perpetual Launch |
| your product launch marketing process. There's a | | | | The product launch process doesn't stop here, |
| simple formula. For each product 'feature' there is an | | | | however. Your original product launch marketing |
| 'advantage' and for each 'advantage' there is a | | | | strategy should be to roll out a series of launches, |
| 'benefit'. Your client is only really interested in those | | | | each one bigger than the last. Each one optimized |
| benefits so the more of those you include in your | | | | based on the feedback you receive from your |
| message the better. | | | | customers and prospects. |