Go-To-Market Strategies Product Launch Checklist

Transcription

1 Go-To-Market Strategies Product Launch Checklist Thanks for requesting the Go-To-Market Product Launch Checklist. At Brand Profility we know that launching a product or service whether it s a new version or an entirely new concept can be a complex, and often overwhelming process. We hope this checklist and associated timeline will help make your launch a little less so. How We Can Help If you require more assistance, Brand Profility offers a complete line of marketing and sales consulting services to help with your launch. Product/Service Marketing Strategy A Product Marketing Plan or Service Marketing Plan establishes the goals and requirements of your offerings and successfully introduces those new offerings to the market, including: Dening and documenting product or service scope, requirements, release schedule, positioning, naming, pricing, packaging, distribution, and evolution Designing and producing launch materials Planning launch and lead generation events, and follow-up activities Promotional Strategy A comprehensive Promotional Plan increases familiarity with your organization and its offerings. Each promotional element is evaluated and included after careful consideration of your company s evolution, target markets, budget, and timeline, and includes: Creating high impact advertising campaigns through appropriate media outlets Developing direct mail campaigns and telemarketing efforts Designing point-of-purchase elements for retail placement Writing newsletters and producing contests to generate credibility and excitement Public Relations A well-designed Public Relations Strategy helps you target the right publications, deliver the right message, and schedule releases that reinforce other elements in your marketing mix. This effort includes: Writing and producing press releases and press kits Designing a release schedule targeted toward appropriate media Investigation of alternate PR activities, such as speaking engagements and award strategies Management and coordination of Media Relations Events Brand Profility guides you through the complex world of event management, working with you to develop and implement a solid Event Plan, including: Selecting events targeted towards your specic market Establishing stafng, materials, and booth preparation to maximize your presence and lead generation at the events Research We help you understand the dynamics of your market by conducting either wide-ranging or targeted market research, including compiling a Market Analysis Report on competition, market trends, and customer satisfaction and preferences. About Us Brand Profility is a sales and marketing consulting rm that works with companies and organizations to develop and implement successful strategies. Based in Orange County, CA, we want to become your most trusted local resource for meeting your sales and marketing goals. Brand Profility specializes in teaming with small to mid-size companeis that do not yet have full-scale sales and marketing departments, and established companies taking on strategic efforts that require more than their current sales and marketing staff can handle.

2 Product Launch Timeline Typical timeline and deliverables associated with a successful product launch. This timeline and checklist cover the key activities and deliverables related to launching a new product or service, including those for both direct and channel sales. Your particular efforts may encompass more or fewer items than are represented here. Note that conceptualization and development of your product is a longer process that happens prior to this planning. At the point of launch planning, your offering should have been prototyped, market tested, and be nearing the end of its development cycle. Operations and other functional groups should be following their own plans and tracking with you toward a successful launch. Brand Profility wishes you the best of luck with your launch!

3 Product Launch Marketing Checklist Use this checklist to track your product launch. Enter dates and check off items as you make progress. Use the blank rows to add your own objectives and deliverables. Categorized by the 5 P s of marketing Product, Packaging, Place, Price, and Promotion, this checklist will help keep your project launch on track. PRODUCT DUE DATE RESPONSIBLE COMMENTS Positioning Product Name Descriptions (25-, 50-, 100-words) Prospect Prole Five Main Messaging Points Demos Demo(s) Demo Scripts Development System Requirements Product Documentation Assemble Beta Sites Beta Release to Production Beta Release to Test Sites Product Release to Manufacturing NFR Copies of Product Available Product Finished Goods in Inventory

4 Product Launch Marketing Checklist (Page 2 of 4) PACKAGING DUE DATE RESPONSIBLE COMMENTS Part Numbers and BOM (Build of Materials) Packaging Artwork Packaging Production PLACE DUE DATE RESPONSIBLE COMMENTS Distribution Strategy Channel Selection Distributor SKU (Stock Keeping Unit) Request Sample Packaging to Channel Buyers Retail Channel Promotion and Rollout PRICE DUE DATE RESPONSIBLE COMMENTS Competitive Pricing Report Pricing Determination and Sign-off Price Sheets

5 Product Launch Marketing Checklist (Page 3 of 4) PRODUCT DUE DATE RESPONSIBLE COMMENTS Sales Guide FAQ Customer Stories Presentation (PPT) with Script Competitive Analysis Final New Features and Technologies Overview ROI Calculator RFP Guide Analyst and Customer Reference Database Sales and Marketing Training Product or Service Overview Brochures Technical Overview Collateral Product or Service Overview Brochures Technical Overview Audience-specic Datasheets White Papers

6 Product Launch Marketing Checklist (Page 4 of 4) PRODUCT DUE DATE RESPONSIBLE COMMENTS Press and Analyst Relations Product or Service Fact Sheet Reviewer s Guide Analyst Tour Pitch Press Tour Press Tour Company Backgrounder Press Release Announcing Product Screen Shots Speaking Engagements Lead Generation Promotional Strategy Final Introductory Pricing/Giveaways Advertising Placements Direct Mail Campaign(s) Trade Shows Seminars Web Site Update