Successful product launches are one of the most important contributions a marketing team can make on behalf of their organization. Product launches are a dynamic, exciting opportunity for marketers to shine––but they are also a highly collaborative and risky endeavor with multiple moving parts, any of which can go sideways.
Messaging - keep it tight to the initial development cohort buying persona, Multiple endorsements - use beta group, during the soft launch A/B/C test to get the messaging right, keep the agilean team together for soft and hard launch.
EPISODE 225: Summary
Before we discuss the beta testing in your co-development partner, let's quickly cover your overall marketing strategy. I thought the best method was to look at the nature of your offer and what part of the market you are attempting to reach.
This is a simple model. Are you Reintroducing an existing but improved offer or is it really brand new? Then who are your target markets (accounts)?
By analyzing the risk, the safest place to start is with existing customers with an improved offer. They know you and they know the offer - just not in its improved state. Once you have gained as much market share as possible (pr you can afford), the next step is to move to adjacent markets where you haven't sold before and the customers are similar - same buying persona. Once you have achieved as much market share as possible, now take more risk by going after new markets.
EPISODE 226: Finalizing the Offer
This is different from beta testing with your co-development partner discussed last week. You have collaborated with the first buyer to build for them a product/service. Using the Agile process you built a new or improved offer and worked with them to install it. Based on that experience and fixing it as you go, it is ready to take to other accounts.
EPISODE 227: Soft Launch
The soft launch starts with selecting the right 'customers' to participate in the soft launch. You need to create the right mindset with staff, "once this starts do your job or fulfill your role as we planned" (Positions Description, Standard Operating Procedure, etc if any exist).
You don't test practice, only the game. You must stress test the offer and the support functions to identify failure points prior to the hard launch.
EPISODE 228: Hard Launch
Your Hard Launch will be very similar to previous soft launches, but on a much larger scale. You have been through the process several times by now at a smaller scale and have worked out most of the kinks.
You are ready for the world to know your offer. Your main role and responsibility during the Hard Launch is to be the captain of the ship.
If you are hired out to help with the launch, there should be a need to micromanage the work. Your job is to ensure that your Hard Launch continues to maintain the course while making adjustments as needed. Introducing the offer needs you to be fully present and leading from the front. This is the time to step up and stay active.
Next Show/Chapter 50: Implementation Summary
How to apply today's show to your business:
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