Create Your Best Product Launch Yet

A variety of factors go into creating and executing a successful product launch. Done right—and with the right product—a launch will attract buzz to your brand. Hit the wrong chord with one key element—be it p.r., messaging, or the event itself—and the whole thing might go bust.
Want to make your next product launch the best one yet? Get organized. Here are a few things to keep in mind:

Nominate A Point Person. While a launch will require the resources of several internal groups, it’ll be difficult for everyone to put the launch first as they’re pulled to other activities on their plates. If your company doesn’t have a group devoted specifically to launches, appoint a person in charge of getting everyone together on a regular basis.
“We have a launch manager that acts as a project manager,” says Eric Sall, director of leveraging information program market management for IBM. “She coordinates the meetings and identifies what action needs to be taken. Inevitably certain things start running behind. The launch management process helps identify those problems early so that they’re dealt with.”

Don’t Move Ahead Of The Messaging. While it might be tempting to move ahead on event planning—and coordinating collateral, signage, etc.—while other departments are moving behind, it’s key to wait on the product marketing people to determine messaging, says Sall. “All of your materials really have flow off of that core messaging,” Sall says. “You want the [event messaging] to resonate with the key things you’re trying to drive with the new product. When it works well, it’s great and everything comes together. When it doesn’t, you have a feeling of disconnectedness.”

Partner up. Including partners or vendors in your event? Getting them involved in the process too early might mean leaking information and deflating buzz if the launch is semi-secretive. Wait too late and it will be tough for them to get with the program. Derek Perez, director-public relations and events for Nvidia, says that the company typically gets partners involved three to five months ahead of a launch. “We have to be careful because we don’t want to tip off the competition to what we’re doing,” Perez says.

Do Briefs. One easy way to maximize the press coming out of a launch event at a trade show is by briefing press and analysts in the days and weeks leading up to the launch so they’ll be ready to run with the info on the day of the event, Sall says.