1. Prof Annie Brooking

2. 10 Things you must do before launching a new product

3. 1. Set goals and plan follow-up
Make a list of exactly what you want to achieve from the launch
Early sales – first customers?
Get the attention of industry luminaries?
Get credibility by using evangelists?
Press coverage?
Plan the launch so attendees really want to attend your event
Pick a special venue

4. 2. Check your seed words, branding and taglines
Craft your Positioning statement and validate it with early customers
Make a list of seed words and make sure no-one deviates from this list
Check all marketing material sticks to the seed words
Check the website also uses the seed words properly
Check branding fits in with Positioning
Check the tagline have just one!

5. 3. Think big, present something really special
What would Steve Jobs do?
What can I do such that every attendee remembers this launch as the best ever?
How will your invention change peoples lives?
Remember to say “Which means that………”

6. 4. Get great speakers
Steal the show!
Who is best to present your company?
Invite a speaker everyone will want to listen to?
Invite industry luminaries to speak
Aim to have people standing in the aisles
Check out famous speakers with agencies
Make sure speakers are properly briefed on what you want them to do and why

7. 5. Plan an integrated marketing campaign
A launch is a process not just a single day
Plan a launch campaign that covers all forms of media, PR, print, media, digital media, campaigns
Build a timeline
Reinforce on your web site
Make a YouTube video of speakers
Have a special launch offer or discount
Think about free gifts

8. 6. Get customers to check your marketing material
Write marketing material months before the launch
Avoid product blindness
Invite trusted customers and prospects to read material
Ask them to report back on what they think the product does
Ask for early sales based on the marketing material
Make sure you don’t write marketing “fluff”
Remember to include “Which means that……..”

9. Have everyone briefed on the competition
7. Competitive analysis
Get ready for someone to say “This is not new is it? Company X launched this last year”
Have everyone briefed on the competition
Do an analysis of competitions web site, channels, products
Features
Comp 1
Comp 2
Comp 3
Comp 4
YOU
YOU F1 N Y
YOU F2
YOU F3
Comp 1 F1
Comp 1 F2
Comp 1 F3
Comp 2 F1
Comp 3 F1
Comp 4 F1

10. 8. Get your website audited
Go to say Annie sent you!
Google yourself using your seed words
Type in your long tailed key words – do you pop up on page 1
Make sure your web provider is up to scratch
Make sure Google can find you
Build a great home page
Make your site sticky!

11. 9. Prepare the FAQ
Sit with the team weeks before launch and brainstorm all the questions customers might ask about your product or service
Include new product, company, competition, PRICING!
Write an answer to each question
Ensure the “team” knows the party line
Include tricky questions
Tell the truth BUT
Be cautious in pre-announcing product enhancements

12. 10. Dress Rehearse the big day
Check the venue
Check all presentations to make sure they “match”
Make sure no-one goes “off-piste”
Assign roles to particular people
Assign special guests with a personal host
If you are doing a demonstration make sure you assign someone who can recover fast if the demonstration crashes

13. Summary Set the goals for the launch, and plan a post launch follow up
Check the seed words, branding, positioning and tag lines
Think big, present something really special – how will your product change the world?
Get great speakers, your evangelists?
Plan an integrated marketing programme
Get trusted customers and opinion leaders to read marketing material well in advance of the launch and get their feedback
Competitive analysis for the product and website
Get your website audited with the new product or service included
Prepare an FAQ
Dress rehearse the big day, plan for failures

14. HAVE FUN!