Download - Launching Something NEW
THOMAS ANCONA
13 THINGS YOU SHOULD CONSIDER/DOWHEN LAUNCHING A NEW PRODUCT,
PROCESS OR CAPABILITY
LaunchingSomething New?
The presentation/look and feel and how you graphically
communicate the new offering will have a direct impact
on how well it will be received. Looking like your new
offering, product/service is well thought-out, professionally
presented and communicated with design and sophistication
in mind will increase prospect attention and impact interest
and inquiry. and inquiry.
Product/Service Identity:ONEProduct/Service Identity:1
TWO2The identification, definition and refining of your new
offering features, benefits and reasons why the
marketplace will embrace and purchase your product/
service. This critical message development and
creation of this vital part of the offering will help drive
a consistent and effective message in your marketing
and sales materials. and sales materials.
Marketing Message, Reasons Why?
THREE3Marketing communications, specifications documents
and promotional materials are essential in properly
communicating your new offering to your current/
existing, prospective and past or dormant customers.
The mere presence of effective, professionally created
marketing materials greatly enhances the perceived
value/perception of your new solution/offering.value/perception of your new solution/offering.
Marketing Communications Tools (Off-Line):
Today’s digital environment provides exciting
opportunities for companies to effectively get their
message out, capture valuable prospect data and
convert shoppers to customers. The company that
masters the digital marketing funnel will be the
company out in front. Leverage these vital digital
marketing strategies in your introduction mix… marketing strategies in your introduction mix…
maximize your opportunities.
FOUR4Digital Marketing: Landing Page/Micro Site/Lead Gen:
FIVE5New products, services or enhanced capabilities
should be communicated effectively via your company’s
website. Do your home page banners or news sections
reflect the introduction of your new offering in a way
that a visitor would be informed of the addition or new
solution? A section dedicated to your new offering should
be ‘carved out’ and used to communicate the details, be ‘carved out’ and used to communicate the details,
answer the basic questions and generate sales.
Web Initiative:
SIX6On-going, email marketing is standard equipment
in today’s marketplace… and a perfect place to
communicate the introduction of your new offering,
product or service. You’ll get more mileage and better
results if you position the introduction with an
informational/educational article or solutions based
communications versus a totally self-serving email communications versus a totally self-serving email
message.
E-Mail Communications Campaign:
SEVEN7Direct mail is still a great way to communicate
your message directly to your audience. Make
sure the design and graphic presentation is bold
and aggressive, and create interest piquing
headlines and subheads to drive your message.
Dramatically increase your success by performing
systematic telephone follow-up to answer systematic telephone follow-up to answer
questions and lead generate.
Direct Mail Introduction:
EIGHT8Have you begun the process of optimizing your
website to include search terms and criteria that will
facilitate your site coming up in searches for your
new offering product or service? To do it properly it
can take months for organic optimization to take hold
and for results to occur. Plan your start early enough
for the launch and late enough where you’ll be ready for the launch and late enough where you’ll be ready
to discuss and deliver.
SEO For The NewCapability:
NINE9New products, services or enhanced capabilities
should be communicated effectively via your
company’s website. Do your home page banners
or news sections reflect the introduction of your
new offering in a way that a visitor would be
informed of the addition or new solution?
A section dedicated to your new offering should A section dedicated to your new offering should
be ‘carved out’ and used to communicate the
details, answer the basic questions and generate
sales.
PPC For Increase In Web Traffic:
TEN10On-going, email marketing is standard equipment
in today’s marketplace… and a perfect place to
communicate the introduction of your new offering,
product or service. You’ll get more mileage and
better results if you position the introduction with
an informational/educational article or solutions
based communications versus a totally self-serving based communications versus a totally self-serving
email message.
Article(s) Creation/ Production:
ELEVEN11Direct mail is still a great way to communicate
your message directly to your audience. Make sure
the design and graphic presentation is bold and
aggressive, and create interest piquing headlines
and subheads to drive your message. Dramatically
increase your success by performing systematic
telephone follow-up to answer questions and telephone follow-up to answer questions and
lead generate.
Content Generation OnNew Offering, Product Or Process:
TWELVE12Announcing the introduction of your new offering,
product or service via an electronic press release is
effective without spending a lot of money. There are
many free and paid PR avenues that a company can
utilize to get their message out to valuable sources
where word can travel fast. See that copiesof the
press releases can be found on your website as well! press releases can be found on your website as well!
Press Release CreationAnd Distribution:
THIRTEEN13Good old fashion prospective customer marketing,
pursuit and opportunity securing activities should also
be part of the mix. Now might be the perfect time to
introduce your company to those new prospects you
have been waiting on. Your new offering, product or
service is a good reason to reach out and in some
cases may be it’s the thing that gets you in… cases may be it’s the thing that gets you in…
you’ll never know unless you try!
Prospective CustomerPursuit/Introduction: