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By scheduling a launch date for your product, you can develop a time line for everything on your product launch checklist. You could establish more traditional focus groups, or simply set up a conversation with members of your target audience. Only after you’ve completely finished testing should your product and its marketing materials be finalized. According to AcuPoll, a Cincinnati based research agency, as many as 95% of new products introduced each year fail.
PR needs to be used in conjunction with advertising and marketing in your new product launch. Reporters, bloggers, journalists and other media professionals are more apt to cover your new product if you provide them with as much information as possible.
Ads, press releases, samples, mailings or other items that promote your new product need to be released just before the product launches.
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Offer samples to organizations whose members are potential advocates of your product, such as a dentists’ association for a revolutionary new power toothbrush. Your employees, distributors and retailers all need to be well versed about your new product. This way you can start allocating resources to your launch and identifying members of your staff to take care of key responsibilities.
You’ll only have one opportunity to make a positive impression on them, and you need to capitalize on it.

With all of the resources required to get it into the hands of the consumers, it could be disaster to rush your launch without proper testing. By creating a unique package design, you make your product stand out in the retail space and differentiate it from the competition. Today, consumers get information from multiple sources, requiring multiple marketing channels to ensure the success of a product launch. They get copies of press releases all the time, but a press kit takes this idea one step further. You want to gain the interest of the buying public and also make sure that any changes in launch date are clearly communicated. The point of a launch event is not to simply get exposure and have as many people as possible find out about your product, it’s to reach the specific audience that will turn into someone willing to pay for your product. Why execute your product launch using mass marketing and advertising when you can leverage trust and credibility through influencers. Schneider advises allocating 80% of your launch budget to targeting consumers directly—rather than simply pushing stores to carry a product that might languish on the shelf.
And create buzz by sending samples to influencers who are well followed on blogs, Twitter or Facebook, asking them to review your product.
Engineers, artists, marketing, public relations, advertising, or anyone from outside your organization all need to be informed of your launch date and be on the same page with your plan. Work with your development team to be sure that your product can be ready for its launch not just physically complete, but of the highest quality and functionality. By establishing your PR campaign prior to the launch of your new product, you’re building trust in the minds of your prospects. They can be a valuable public relations tool and should contain not only your press release, but also other useful info like product fact sheets, company bios, quote sheets, product images and video, promotional literature, media contact information and possibly a sample of the product itself.
Keep up the momentum and share testimonials or news about the product’s success to get your company in the paper, trade publications, or even in the ears of your target audience. You’ve established a time line for your launch based on this plan, so any changes are going to compromise it and delay your launch. Our eBook explains how and why influence marketing can be crucial for the success of your next product launch.

Now, all you must do is save it from an early grave: according to Schneider Associates, a Boston-based PR firm specializing in product launches, 75% of consumer products flop in their first year. Then, hold a role-playing session at which employees suss out the best answers to these questions. These plans must be committed to by all members of your staff – which means everyone involved in the project must be aware of their responsibilities. The more work you do in the planning stages, the more knowledge you’ll have about how your objectives and product will rank in the market. If they doubt your ability to come through in this area, they’ll doubt you can come through anywhere else.
You could also use online market testing, or survey people in locations where your target audience might gather, like sporting events, malls or trade shows. Don’t stop there; you should always have a few more releases of information to share over the next year that will remind everyone about your product. Monitor any modifications that you might have to make to the plan and try to anticipate things that might derail your progress. By committing to a fixed date, you’re forcing yourself to launch the product no matter what. Depending on what your item is and the budget that you’ve allocated to market testing, you have a few options. Another thought would be to consider giving your product to a specific group of current product users so that they can test it. These 10 areas represent what you should follow when developing a successful product launch plan.

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