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.
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