Elements of a great product launch

From Jeff Whatcot's presentation entitled "elements of a great launch".

What is a launch? Externally, it's a public announcement that secures widespread coverage in press and social media and builds your brand leadership position and drives a surge in demand for your products.

A great launch is an effective way to add to the power of your go-to-market strategy.

Here are the essentials:

• Timing: anticipate industry communication waves and pick one to surf
• Influencers / customers: get some influencers and customer references on board well beforehand and tell them what to say
• Pre-brief: go deep with one or more outlets so they can write something substantive and thoughtful
• Messaging: capture the key points in a press release or thought-provoking blog post and make this the bible for your pre-briefing work
• Show don't tell: a great demo video is worth a thousand slides

Make sure to watch the video as well. Jeff Whatcot gives some interesting examples from his experience with company and product launches.