Launching a product is no easy process. It involves a true investment of time and energy, especially because you want the launch to be successful and well received by your audience. After all, an enormous amount of resources went into creating the product or service, so it deserves a launch to match.
1. Focus on quality.
When announcing new products or features, it is important to have relationships with reporters and know what their areas of interest are. It is better to find one reporter who can do a terrific job sharing your message than to blast your message to hundreds who have no interest at all. Don't spam your news; match it to the right audience.
2. Remember your customers.
In almost every industry, word of mouth is the number one driver of new business, and the world of technology is no exception. Every marketing activity has its place and value, but never underestimate the power of your customers. Getting their buy-in (via beta programs, for example) and their formalized or grassroots endorsement can be a game changer in the adoption and perception of your product.
It's optimal to conduct a rolling launch for new products and features, seeding press and social with pre-announcements and keeping the momentum going throughout the launch and beyond. It's important not to stop the cycle post-launch, but to continue to sprinkle the message throughout marketing communications efforts. Including blog posts by influencers, customers and partners can help add fanfare.
3. Use social media.
When launching a new product, I have always believed the best resource is social media. It allows you to tell people who follow your brand that something new is coming. Those are your most engaged customers, so make sure to reach them on a media platform they use every day.
4. Prioritize goals, then tactics.
Product launches can become formulaic. Bypass the predictable tactics by focusing on the goal, strategy and key audiences first. Is it more important to achieve mass amounts of press attention or attention from two or three industry influencers? What problem does the new feature or product solve? Use the launch to focus on your customer, not your company. Then build and blow out the tactics.
5. Include customers in the development process.
Launching a new product or feature is so much easier when you have people ready to buy and advocate on day one. By including customers and prospects in the development process, through surveys, focus groups, hands-on tests, etc., you'll have quotes, case studies and customer advocates ready to go at the time of launch, making it that much easier to amplify your message.