There\\\'s more to business success than just having a perfect product. After all, you need to get that product out there, to people who have the appropriate reach and network to get your message across--not just to anyone but to the right market at the right time.
According to Majivel Marbibi, media relations director of EON Stakeholders Relations, a public relations company, there are several steps to do a special product launch. She says: “Once you have conceived and researched an idea for a new product, you need to plan the product launch. To do this, you need to work with funding, marketing, public relations, development and several other channels to get the thing off the ground.”
Here are useful tips for a successful product launch.
1. Define your sales objectives.
The first step for the launch, according to Marbibi, is for the entrepreneur to define his sales objectives clearly in his marketing plan. Marbibi says: "They (entrepreneurs) need to be realistic about the numbers. Use market research to back up claims, because the more research is done in the planning stage, the better they would understand the market and demand. They should develop their plan to include the timing of the rollout as well as the actual markets they plan to release the product into."
2. Perfect the product/service before launching it.
Make sure that the product or service is as good as it could be before planning to launch it. "Decide when the product needs to be available and work with the development team to make sure the product is ready and available for the launch," Marbibi says. "This entails using the research data acquired from the market study. Using this, one must map out the distribution networks and other logistical needs. Finally, additional modifications to the product must be made to ensure that one ends up with the best possible product."
Ensure there is proper communication and work coordination with all the people involved in the business to make sure the marketing plan includes everyone’s objectives and deadlines. According to Marbibi, "One must keep in mind the needs of artists, business, marketing, PR and advertising people. During this time, one may consider getting the services of a public relations agency to help organize the launch."
4. Finalize timetable to launch.
Finalize the product’s promotional schedule, with advertisements, press releases, free samples, direct mailings and other tools, if necessary. "Promotion should begin before the product launches to gain interest—just make sure the product is as great as promised and alert the media of any changes in the launch date," Marbibi says. "Once the PR agency gets their product briefings, they will now conceptualize the theme and gimmick for the event."
Monitor the progress of the launch campaign and change its overall plan whenever necessary. However, Marbibi says that for cost reasons, one must try to stick to the plan as much as possible. The PR agency must also start designing press campaigns, make promo materials and event concepts, and coordinate with event suppliers. The agency should also help the entrepreneur prepare to deal with the media via coaching and formulating the communication strategy.
6. Make sure that everyone is informed and involved.
Ensure that everyone in the business is aware of what they need to do to help launch the product, from the business owner to the messenger. "Plan staff training sessions with any extra information on the uses and specifications of the new product or service to familiarize them with it and deal with any inquiries," Marbibi advises. "This process of internal communication trains your customer service team as well as any managerial staff needs to know how to answer consumer questions.”
Original text byKhris Marc Ronquillo