Going to market – for the first or for the umpteenth time

The launch of a new product, offer or service is an exciting as well as stressful affair. You want to avoid pitfalls, that everybody is informed correctly, and that your customers react positively after the launch.

A successful launch, therefore, requires proper preparation, planning and execution. The most frequently occurring reasons why it can go wrong are discussed below.

You have not done enough research on your target group and competitors

Collecting sufficient feedback is essential, not only to build a good product or prepare a good offer but also to find out which language style your customers use and how you can ensure that your presentation is consistent with what they are looking for.

You have not succeeded in creating the right intensity of expectation and enthusiasm for your product

No matter how good your offer, your customers will not consider it magic or appreciate its value on their own. You have to make sure that you create enough interest, so that they want to order. It is also essential that visitors and customers can find the right information with ease.

You have not done enough testing before the launch

This applies to the whole process, from commissioning your product to the actual ordering process and testing your communication flow. Make sure you have checked and gone through every part yourself. View your messages and impressions from a potential customer’s perspective.

You have not exerted sufficient effort to win early adopters over

The first moments concerning your launch are crucial. If you succeed in enthusing a first group of people, any doubters will gain trust. It is also a good way to collect valuable feedback and reviews, which you can use to finetune your communication or to show how your product was received.

Your message or positioning is too complicated or not clear enough

Within our own market, we are familiar with our jargon and our own language style. However, your target group may not share this sense of familiarity. Presenting your product or service in a complicated way does not make it look smarter or more robust or increase its quality. Product properties are not unimportant, but you have to highlight its added value as clearly and attractively as possible. So cut out the jargon.

You have not succeeded in preparing your colleagues and employees sufficiently for the launch

To come across as a reliable party, it is essential that all employees speak about the product in the same manner. The information they need for this has to be sufficient. Do they know the price or your promotion? Do they know which problem the product solves? Do they know which language style they should adopt?

So what is the best approach? Download our product launch planner and use the step-by-step plan. It will help you to be optimally prepared to make your next launch a success.