- by Rory Ramsden
It’s Jeff Walker that we have to thank for perfecting the marketing strategy that we now
know as product launch management. It was he who recognized the power of a sequence
of online events to engage his core audience. To put it simply he effectively turned the old style long form sales letter on its side and delivered it in bite sized chunks over a period of 10 to 14 days.
Turning your product launch into a sequence of events makes the process exciting and memorable through story telling. Anticipation and buzz is built in the lead up to each one by a sequence of carefully planned emails.
A product launch is a labyrinth of such sequences. Each one carefully focused on a defined outcome but together taking people on a journey away from their current state of pain and frustration to a better life.
Let me give you an example
When Apple launch a new iproduct, there’s always a queue waiting outside each store just itching to buy it. The Iphone 4s may have been a disappointment to the digerati when it was announced but that did not stop the company taking a record number of orders.
This success did not happen overnight
It was achieved because Steve Jobs executed a series of product launches – launch stacking as we call it – each one bigger and better than the last. Each one building momentum and boasting ever greater sales numbers
How does Apple achieve these impressive results?
It’s just another technology company. It has no exclusive access to the brightest minds. The competition is stiff. Dell, HP, Microsoft and Google are all fighting for the same customers
But Apple has the edge
This is because they start by focusing on the customer’s desires then they bend the expertise of their engineers to fulfilling those desires and more. The under promise and over deliver.
That’s not all
Each new product that rolls out from the Cupertino dream factory is launched on to the market and how…
In the lead up, they build momentum…
First, a few hints from impeccable sources appear on one of the many blogs that follow Apple’s every move. The rumour mill begins to work. More and more Apple watchers pick up the story. The Twitterati and Facebook Fans ‘share’ the news. Someone loses one of the new gizmos. The noise level rises a couple more notches. Apple fans everywhere get even more excited. Until the product announcement is made
And another thing…
This is a moment of pure theatre but it’s a vital step in the product launch strategy. It starts with a rhetorical question starting with the words… What if…
Next comes the vision and the answer to the question that is first on to any consumer’s lips… Why…?
Your prospects have to get the ‘gist’ of what you’re about otherwise they’ll never understand what’s in it for them. Now they ‘get’ it. They understand the value in the offer that you are about to make. They are engaged. They want to know more. It’s then just a matter of telling them about all the features, advantages and benefits bundled into your offer.
Finally you get to the risk reversal, the guarantee and the price not forgetting all the payment methods you offer.
That is a product launch in a nutshell.
Creating the product is only 20% of the job. Using an innovative marketing strategy to launch your product into your niche is probably the single biggest leverage point that your company will ever experience. Apple would not be where they are today without their product launch strategy.
They build a conversation with their prospects. They created buzz and anticipation. Everyone was caught up in the excitement of the launch. Record numbers wanted to buy.
A product launch manager develops and executes a disciplined well worked out sequence that turns a product launch into an event with a capital E.
He, we in fact, carefully focus your launch story so that it is aimed at a very specific niche. Then we engineer a launch in just the same way as the Cupertino company do. The principle behind the process is simple. The execution however requires careful planning as there are a lot of moving parts in any launch…
– You may be wondering how much hiring a product launch manager will cost and the quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now