Telecom, CRM, BSS, OSS: The Perfect Product Launch

Posted by on Aug 31, 2009 in Blog, Driving PR Performance | 0 comments

Successful product development hinges on creativity, planning and thoughtful execution.  So does a successful launch — but companies often short-change the lift-off, reaping a poor return on the time & effort that went into development.  What a waste.

Some tried & true guidelines we’ve used time & again for great product launches. . .

Stage 1: Creative

  1. How will this product “change the world?”  What’s new, different, unique about it?  Approach this question from the customer benefit standpoint — don’t enumerate product features.
  2. How does it upset the status quo?  Think how the product will put competitors on the run.  You want to generate controversy and stir up the market.
  3. Package your story around #1 and #2.
  4. Adopt a simple, memorable product name.  Research and service mark it.  It’s amazing how often this step is neglected and the product inherits a lame working name by default.

Stage 2: Planning

  1. Timing: Launching before a trade show is fine — never at a trade show, where your story will be drowned out.  Before finalizing a launch date, check for obvious conflicts: earnings season, seasonal events, or other trade shows that can syphon off press.
  2. Bylines: Pitch & place high-level articles that address the industry pain-point resolved by the “concept” of your pending new product, timed to appear at or around the launch date.
  3. Got a customer already?  Get their buy-in early-on to talk to press.

Stage 3: Execution

  1. Two weeks out: Brief selected industry analysts on an embargoed basis.
  2. One week out: Advance the story to top press covering your field, also on an embargoed basis.  Provide names/contact info on analysts & customers who’ve agreed to talk.
  3. Day-of: General release of announcement.
  4. Trade show: If you advanced the news embargoed for the first day of the show, competitors are now in the position of reacting to your story.  To keep interest going, invite press by the booth for demos and — if you have one available — talks with a customer.

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