The Last Strategy You Will Need – Product Launch Marketing

What does it mean to have product launch marketing as a strategy for your business?  To answer that, let’s think about a three launch scenario beginning with the very first launch.  Let’s assume that your first launch has moderate success.  That’s okay because as a result of your launch a couple of things have  happened. You had people that bought it, people that didn’t buy it , and people that only heard about it.

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So, that begs a question from your first launch…why? Why did all three prospects take their respective actions?  Why did the first person buy? Why did the second person choose not to buy?  What made that third person hear about it and but choose not to be a part of the launch story?

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This insight sets up launch number two.  When you think about launching the next product, start here. Tell the story about the person who bought last time and why.  Tell the story about the person who didn’t buy and why.  Tell the story about the person who didn’t get involved and why.  Show how those things have been built on or corrected in this new version.

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Launch number two cues up launch number three with the same three categories.  You’ve got the people who bought, didn’t buy and only heard.  In launch number three you explain the progression and how you have continued to build from launches number one and two.

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And so as you can see, you are building your business one launch at a time.  This creates a continuous conversation with your market.  You talk about why they do what they do, what they’re frustrated by, how your solution did or didn’t solve for their problem. This keeps you in contact with your customer base and deliberately builds your business.