Objective
Product launch
Introducing something new so the market hears about it at the same time, in the same words.
A product launch introduces something new so that the market hears about it at the same moment, in the same words, and can find and try it straight away. An integrated plan lines up fame, credibility and availability: advertising and the press make it known, social media and creators show it in use, and search, sales teams and stores are ready on day one.
What matters when choosing
- One launch story and one name, agreed before any team briefs a partner.
- A shared calendar with embargoes, reveal moments and the order in which staff, press, customers and the public hear.
- Readiness to capture the interest you create: paid search on the new name, product pages, stock and briefed sales teams.
- A way to try it: samples, demonstrations, an introductory offer or an event, depending on the category.
- Measures that follow the launch through: awareness and trial, searches for the new name, then first and repeat purchases.
Questions to ask vendors and agencies
- What happens in the weeks after launch day, once the news has passed?
- Who checks that every partner uses the same name, claims and visuals, and how?
- What will make people try it, and how will we know whether they come back?
Common mistakes
- Spending everything on the launch moment and leaving nothing to sustain it.
- Creating demand the business cannot meet yet, in stock, pages or sales capacity.
- Letting staff and existing customers learn about the launch from the press.
Typical disciplines Advertising (TV, radio, print, cinema) Public relations Social media Influencer and creator marketing Search (SEO and paid search) Events and experiential
Platforms that fit (3)
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- FigmaServes Product launchStrong match100
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- AsanaServes Product launchStrong match100