Launch Marke,ng Plan Blast past the competition
11 Step
Phase 1
1 Strategic Posi-oning The first step in a successful launch program is a strategic posi-oning exercise. This should include early adopter target market simula,on, with this you can aim your strategy in the right direc-on from the beginning.
2 Brand Development In this world of intangibles and endless compe--on branding is everything. Your name, logo and URL need to stand out from the crowd and ‘mean something’.
3 Web Presence Social media and digital marke-ng mean your web presence is more important than ever, and more complicated. You need to look beyond a func-onal website. Start thinking of how you can have a sophis-cated, integrated digital presence, no maJer which plaKorm your customers are on.
Phase 2
4 Blog Strategy No business can get by without a blog. Done right, it enhances the company’s strategic posi-oning, promotes its product/service category, messages, and benefits. Above all, it should be where you shine as a thought leader in your industry.
5 Digital PR & Partnering PR and Partner ac-vi-es should be used to support and drive the company’s web presence and social media marke-ng ac-vi-es. It's not just about driving communica-ons, traffic, networking and partnering but also to monitor conversa-ons, WOM, and online reputa-on.
6 Viral Videos & Guerrilla Marke-ng A viral video and guerrilla marke-ng program can help amplify and spike awareness and WOM, and not just for B2C environments. Whatever you do, make sure it's carefully produced and executed as a quick solu-on can backfire.
7 SEO & Engagement SEO is integral to any digital launch strategy. Ini-a-ves across your web presence, blog, digital PR and social media marke-ng ac-vi-es need a solid technical underpinning, so make sure that your SEO expert has the support they need to ensure compliance across the launch.
Phase 3
8 Online Adver-sing Now that you know a great deal more about your brand and product or service, as well as your market, prospects, users, clients and partners post launch, you are in a beJer posi-on to develop an effec-ve adver-sing program.
9 Strategic PR Once your brand and product or service is established, then you need to look at PR ini-a-ves to strategically drive events, or start pitching research driven, high profile awareness pieces with big media. This way you’re most likely to get the response and recogni-on necessary.
10 Crowdsourcing Campaigns Crowdsourced campaigns have become another key arrow in the Social marke-ng quiver. Large brands and SME’s are star-ng to tap into the power of the Crowd for contest based campaign ideas as well as viral content development and marke-ng.
11 Speaking & Briefing Once your reputa-on and awareness has been developed, then start looking running a highly targeted speaking and analyst/media briefing program. This will ensure that your brand remains top of mind and relevant. By now you should be developing content and ini-a-ves that drive your thought leadership posi-on in the market. Take it further by ge\ng your company and product out there – take it on the road.
Launch Marke,ng Plan
A product or service launch is a tricky process, but following these easy steps will add the predictability and structure that you need to succeed.
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11 Step