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: