5….. 4….. 3….. 2…..1 BLAST OFF! When we think of a launch we picture a rocket going from a stationary position on a platform to a majestic explosion hurling a space craft into the heavens above. This is an event that cannot go unnoticed. In fact people gather in anticipation of this powerful display.

It is not a coincidence than that often times in the business world a company terms the release of a new item as a product launch. Whether it be a summer blockbuster movie or a new model of sneakers, a lot of attention and planning goes into the launch of a new creation being released to the public. And even though you may not be MGM studio or Nike shoes, you too should put considerable effort into your latest news or product for your growing customer base.

Some erroneously conclude that the market is so overwhelmed with information and announcements that it is impossible or too difficult to conduct a successful launch. We are now going to dispel that notion.

Let’s break it down into 4 points of attack.

1. The Pre – Launch: Build anticipation and excitement. Tactfully and cleverly use expressions with the basic theme of “you don’t want to miss this”, “check this out”, “guess what’s coming”, “coming soon”, or anything you can think of. Use as many available media outlets as you can. From Youtube to printed ads you need to use it. Many companies have started with veiled references building up to the direct announcement. Say what? Here is an example. A restaurant that was coming into our area first placed a series of billboard ads that simple read “It’s Coming” and “Are You Ready?”. This was followed with slightly more detailed slogans until the announcement of the Grand Opening of the new restaurant began to appear. Before the Grand Opening announcement you found yourself curious as to what the next ad would tell you.
2. Get Others To Talk: Let’s face it endorsements are huge in the advertising market. We all know of the millions of $$$$$ paid to celebrity spokespersons. But even on a smaller scale it pays to have credible or trustworthy endorsements of your soon to be available item. Also make use of the various media. This also should mean that you have offered a number of previews for some to review and talk about.
3. Build or maintain a trust factor: Why should they look to you for this item? And if applicable, let the public know that you are there to support your product. Also highlight your customer service and training options. Be accessible to everyone.
4. Build and Maintain an Internet presence: Yes it is important to continue to have your killer web site up and running to compliment the sales and use of your products. Provide informative content in an eye pleasing backdrop. Be sure your new product does not supersede your web page responsibilities.

Don’t let your new items go off without fanfare or without a bang. No matter how long you have been in business you can never go wrong with a smashing no-buts about it product launch!

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