How to launch a product

There are few marketing events more important than launching a new product or service. Many established companies fail to recognise the need for a launch tailored to the product and its end user, and use the same format and technique time and again.

A new product can be targeted to an existing market or it can take on the challenge of breaking into a new market. In order to do this, an innovative approach is needed if you are to differentiate the product from any competitors. Launching a new product, or relaunching an old one, requires some good launch planning not only to attract customers, but to also be one step ahead of competitor responses.

For this reason it is best that your launch campaign comprises a variety of strategies rather than a one-off announcement or event. This is especially so for internet marketing activities, which require some very particular initiatives to be employed. Before any launch takes place pre-launch activities need to be undertaken to build the opportunity base.

This research will provide insights into the customers' needs and will also highlight any negative questions that customers' may raise. It is always best to pre-empt these by including them in your launch material. By providing credible answers upfront, you have countered any attacks from potential competitors - before they have a chance to make an impact on your product. During this pre-launch phase it is time to gather as much information about your target market as possible.

Learn what they are looking for, what problems they have that will be solved with the use of your product. Assess how much they will be willing to pay for your product or service, and balance that with how many sales you need to break even over a nominated period of time. There are some great resources to help internet marketers execute a successful product launch.

Jeff Walker's Product Launch Formula draws on the expertise of not just Jeff, but also some very high-profile and driven marketers, who share their considerable expertise in the launching of new products. The effort you put into a great product launch will remain with the product for its entire sales life. And should sales begin to wane - why not relaunch it, with an emphasis on the areas you found worked best for you and the product?