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How significant a role can the public relations strategy for a new product launch play in mitigating other launch-related issues? And what can a public relations professional do to play a more active, strategic role to contribute toward new product launch success even if problems surface in other support areas? These questions are all part of a talk I’m presenting at the PR Consultants Group annual conference in Kansas City. And in what has become a typical presentation technique for me, the strategic thinking exercises for PR consultants we’ll cover during the session will ALL be chosen by the group as the presentation progresses. Yes, that means when the presentation starts, I’ll have no idea what specific topics we’ll cover! I’ve been using this presentation technique more frequently since a “you decide what matters to you and we’ll go there” presentation strategy tracks with the Brainzooming brand promise of being highly flexible and interactive when developing successful market strategies. The presentation draws on ideas about why product launches fail from a Harvard Business Review article titled, naturally enough, “Why Most Product Launches Fail.” I’ve reshaped the article’s list of forty reasons for why most product launches fail to a manageable list of twelve reasons with ties to public relations. In that spirit, here are links to numerous Brainzooming articles on how being more strategic, creative, and innovative can help address the reasons for why new product launches fail. If you’re facing a challenging organizational situation and are struggling to maintain forward progress because of it, The Brainzooming Group can provide a strategic sounding-board for you.
Mike BrownFounder of The Brainzooming Group, and an expert on strategy, creativity, and innovation.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Perfecting the Product Launch Note – the intent of this presentation is to provide a high level glance at a critical area related to product and marketing management.
The right launch sequence Seven steps to success Carry out post-launch audits to determine whether or not launch goals and metrics were met.
A product launch is like a rocket – you have to break the tremendous inertia that is holding the body at rest.
At the time I was working on a global product launch that had a ton of moving pieces and coordination required before it went out the door. I have been thinking about all the different types of product launches analogies and have come up with a few ideas.
Then there is the Boomerang launch for a product that gets out there in the wild but gets sent back to the mothership by an unsatisifed marketplace – think Microsoft Kin. I like the steam train analogy – you need lots of work to build up that steam and need to keep the fire primed if you want to keep moving!
When I was a kid living in Huntsville, Alabama, every afternoon, they would strap a Saturn rocket engine into a cradle and fire it off. With that hockey stick, you can change your scale, timeframe, and what you are calling a launch. I equate most product launch failure to a lack of product marketing roadmaps (yep, product marketing) and too much emphasis spent on checklist. My biggest complaint is that often a communications group will have this ginormous checklist of activities that needs to be fully completed prior to launch. The banana launch is fantastic! You can also play up the overripe bannan that doesn’t get out the door fast enough.
Rockets are great and everyone wants them, but if they only happen .01% of the time, then you are better off planning out your resources to drive a linear or hockey stick approach. Great point – if you are trying to launch like a rocket you are going to need a lot of fuel and potentially the ability to refuel.


The MRD is right, the TAM is right, buyers all over the place buying from other vendors (birdfeeders) but it still takes a long time to attract any buyers and you discover they buy differently from what you thought.
Next you start mixing it together (outlining tactics, lining up the resources), put it in the oven (tactical execution), frost and decorate (final touches on web content and collateral; final training push). Enter your email address to subscribe to this blog and receive notifications of new posts by email. Clipping is a handy way to collect and organize the most important slides from a presentation. One method is to allocate launch resources by prioritizing product launches based on a combination of the impact on the market and the impact to the business.
Tier 1 product launches are the highest priority and are reserved for products that are expected to have the most impact. Tier 2 product launches have mid-level priority and are reserved for products with less market and business impact than a Tier 1 product launch.
Tier 3 product launches have the lowest priority and are reserved for incremental releases where there isn’t sufficient business or market impact.
On the other hand, if our SaaS-based company is having a severe customer retention problem due to issues in the application that are difficult to identify, we may decide to add instrumentation to better identify problems to help reverse the churn.
In both scenarios we’re adding instrumentation to the application (the same development effort) but for different business reasons. In other words, a higher development effort does not automatically imply a higher launch priority.
For a new product to be successful it should be evaluated very well especially on its early market stage.
Product Launching is also a critical process of marketing because this is the time that you could determine your products early success.
There are plenty of ways to determine the success of your product during its launch and to sum up it we have chosen the important things that should be on top of your to do list. Aside from the local media, you could also take advantage social media platforms such us Facebook and Twitter.
The product importance should be well delivered during the product presentation as this will set the tone why your customers should buy your product. Emphasize product benefits and let this be highlighted with your target market so that they could better understand the basic feature of your product. I hope this strategies gave you an idea on how you could establish your product launch plan.
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Chaired by good friend, Alex Greenwood, of AlexG PR, the session will focus on how public relations professionals can hone their strategic, creative, and innovation-oriented skill sets to be more effective with product launches. Even though the audience is comprised of all public relations consultants, the presentation topics will be valuable to anyone involved in developing successful product launches. We will apply our strategic thinking and implementation tools on a one-on-one basis to help you create greater organizational success. This is the end state that you hope to reach but I don’t think it is the general rule.
For example, the Hockey Stick launch for a new product that takes a long time and potentially several iterations before taking off.
It is good to point out that once the product launches the work is not done and in some cases may just be getting started.


In the early stages you assemble ingredients (voice of the customer research, product features, market data), then select a recipe that will make the most of what you have to work with (identifying launch objectives and strategies). You gain velocity towards your goals, only to have it pull back up and make you start again. Realistically, not every product update needs the resources of a full-blown product launch so we need a rational way to prioritize resources to more closely match business outcomes.
While still important to the business it can be rationalized that fewer product launch resources are needed.
Tier 3 product launches need minimal resources and would typically be incremental in nature, like a maintenance release of a product intended for an established customer base where the changes are minimal.
Market and business impact are they drivers that determine the launch priority, coupled with a dose of reality. People usually remember new products because of its unforgettable product introduction and this is why it is very important to make this very first stage of marketing to be well planned. The success of a new product is critical for this will dictate its fate on how well it will perform in the market.
One of the main objective of this marketing stage is to determine how you could be able to create your brand, customer expectation as well future product growth. Basically your Audience Attention should always stay on top of your priority and to learn from this we prepared a list that should be included on your bucket. To be able to do this it would be best if you reach out local media such as Media Editors, TV Stations, and Radio Announcers. A quick tip about these social media resources: Create product awareness by creating Facebook Pages and inviting everyone to like your page as this will expose your products to a number individuals instantly.
Event Planners should learn how to evaluate each strategy they come up with and maximize every details of your product launch plan.
A Tier 1 product launch might include new product categories, introduce an acquisition, or represent a significant change to the business. Tier 2 product launches are for products with incremental improvements where we want to make some noise in the market, but not the big promotional effort reserved for a Tier 1 launch.
We’ve decided to add instrumentation to our application to provide better customer support.
Some people may find this stage difficult but I assure you that what you all need to do is carefully make an analysis and evaluation about the strategies you wanted to do during the Product Launching Event. You read it right, you should go for local individuals as they will more likely agree to cover your product and it would be easy for them to be invited and attend your product launching. While on Twitter, you must use hashtags whenever you make a tweet about a product so it could catch Twitter Users attention.
It is one part of the product launching from where you can clearly state the products capability and what are the advantages of it with other products of the same capability.
Usually they compare their previous products with their new product and elaborately discuss the advantages of the new one from the former one. Make a checklist of your objectives and goals that you wanted to achieve during the launch.
This stage should be well presented to your target market so that they could have the idea what is the product all about and how they could benefit from it.



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