Effective Proudct Launches

You can now cover the Fourth of Four P's. (Price, Product, Packaging and now PROMOTION). You've done most of the work and you can't mess up now. You've got to get it perfect. The rightpitch, the right place, and you've got to target the right people. Even WHEN you hold the launch is important. You MUST send out the right messages, get the right idea across, and pitch something awesome.

So firstly, be aware that if you are having problems with your product launch, there are companies that can help. Marketing companies for example, are happy to take a briefing from you and then do the work. We need to know all about your product and what differentiates it from the competition. We need to know about your company and its market standing. We will ask about your overall marketing communications programme so that we can make recommendations that fit your plans and objectives. Most importantly we want to know about your target audience so that we can help you with the most effective launch messages.

Essentially, they've just said that they will do what I just told you to. E.G. Making you product stand out, targeting the right people and giving out the right message. But I don't recommend these companies, you can do this yourself - as long as you have help from your team and you plan things out properly and accurately. You can work out what your product offers, you know who you're targeting, and you know what you want from the launch. You don't need a company to tell you this and then execute their idea of the launch - go for what you think looks right.

Firstly, choose the right venue. It needs to be easily accessed and flexible. Not much more to say on the venue, even though it's important. You'll know when you've got the right one. Then remember to focus on what your brand offers, and work that into the visual presentation. Sure, everyone has seen perfume before and they need to see yours. But if your perfume doubles up as a portable mirror, they need to know that.

Again, I need to enforce how important targeting the right people is. People can be offended if you try to sell them the wrong products - be careful with advertising launches for beauty products to certain people. A 24 year old buisness man may be offended if you try to convince him to come to the launch of your new skin product, so he can get his "old skin" back. With that in mind, promote your launch. Make sure people who could buy the product in bulk are there.

After you've finished all this, you're at the launch. Hopefully it looks good, you know exactly what you're doing and everyone who needs to be is there. And no-one who doesn't need to be there isn't.