How to get your launch plan right
Successful brand launches create legacies by un-learning what we understand as standard rules of marketing
 "How to get your launch plan right")
While the world may seem to be stagnating, thanks to a protracted economic slowdown, the truth is we live in an era of constant change. Caught between these two divergent and contrasting worlds, new products often find it difficult to survive. But successful brands do not usually follow rules set down by textbooks; they move with a spirit of innovation, collaboration and perseverance to ensure that their newness does not become a disadvantage.
Successful brands and launches create legacies by un-learning what we understand as standard rules of marketing and applying a corresponding mindfulness to the environment, which can be summed up in the following points:
Go beyond USP
From marvelling over the impossibility of new ideas to finally struggling to recall how life was like before they were introduced, the disruption brought through product innovation plays a key role. Moving from the often praised world of USPs, products need to communicate their EVPs (extra value propositions) to be relevant and successful. New products should create differentiation with the purpose of addressing an actual market void or real consumer aspiration. Challenging existing norms and creating new segments and new markets is what makes a new product launch instantly desirable.
Speak the language of the consumer
A confused buyer simply doesn't buy. There are ample instances from the history of marketing that demonstrate that the best laid marketing plans can go wrong with poor or wrong communication. Once you have got the product right, it is absolutely imperative to get the language and emotions right in order to make a successful launch.
One has to put the focus on the people and position the product distinctively in the mind of the consumer to evoke the right kind of emotion. In other words, what you say about your brand or product should grab the consumers' attention, excite them and compel them to act. In an age of YouTube videos and 'byte-sized' information consumption, successful launches have the power to deliver the message in less than 50 words or sometimes in 140 characters.
Do not communicate, have a conversation
Given the advancement of technology and communication, consumers are more empowered and prefer to share and seek information about brands and product experiences first hand. They want a more intimate connection based on conversations and not communication. The consumer sees herself as the broadcaster today. She is at the heart of all marketing activity. It, therefore, becomes vital for a marketer to involve, engage and interact with real consumers.
A consumer-centric campaign aimed to drive conversations is a trend that best brands across the world are adopting while launching their products. With a new set of target audience constantly shaping their alter ego in cyberspace - be it a 'Like' on Facebook or a retweet or a #selfie - brands today look to build long-term loyalty through conversations. Taking a cue from that trend, companies are looking to harness the power of digital evangelists and e-influencers to spread good word-of-mouth for a product, build considerable credibility even before the actual launch.
Prime the pump
A successful product launch is nothing but a series of actions undertaken over a period of time across multiple media platforms with a single-minded objective - build excitement and create demand. In an age of brand proliferation, the consumers' span of attention is short-lived and requires a sustained campaign based on demonstrated loyalty of existing customers, collaborative partnerships, consumer activation etc.
One other key element in a successful launch is effective use of public relations that encompasses an array of focused activities involving a range of targets to deliver on specific goals. Having positive media and analysts' support can help place a product in the customer's consideration set.
Think of it as a never-ending test drive
Not just in the launch phase, sustaining a launch campaign is what gives a brand top of mind recall. Throughout the process of ensuring a successful product launch, a good marketer keeps his ears to the ground and listens for relevant feedback on the product - good or bad.
More importantly, a successful product launch keeps you on your toes to step up on innovation, creativity and your belief in the product. One can at best be inspired by textbooks and methods - but a successful launch strategy is one that is made with passion and courage of conviction.
Successful brands and launches create legacies by un-learning what we understand as standard rules of marketing and applying a corresponding mindfulness to the environment, which can be summed up in the following points:
Go beyond USP
From marvelling over the impossibility of new ideas to finally struggling to recall how life was like before they were introduced, the disruption brought through product innovation plays a key role. Moving from the often praised world of USPs, products need to communicate their EVPs (extra value propositions) to be relevant and successful. New products should create differentiation with the purpose of addressing an actual market void or real consumer aspiration. Challenging existing norms and creating new segments and new markets is what makes a new product launch instantly desirable.
Speak the language of the consumer
A confused buyer simply doesn't buy. There are ample instances from the history of marketing that demonstrate that the best laid marketing plans can go wrong with poor or wrong communication. Once you have got the product right, it is absolutely imperative to get the language and emotions right in order to make a successful launch.
One has to put the focus on the people and position the product distinctively in the mind of the consumer to evoke the right kind of emotion. In other words, what you say about your brand or product should grab the consumers' attention, excite them and compel them to act. In an age of YouTube videos and 'byte-sized' information consumption, successful launches have the power to deliver the message in less than 50 words or sometimes in 140 characters.
Do not communicate, have a conversation
Given the advancement of technology and communication, consumers are more empowered and prefer to share and seek information about brands and product experiences first hand. They want a more intimate connection based on conversations and not communication. The consumer sees herself as the broadcaster today. She is at the heart of all marketing activity. It, therefore, becomes vital for a marketer to involve, engage and interact with real consumers.
A consumer-centric campaign aimed to drive conversations is a trend that best brands across the world are adopting while launching their products. With a new set of target audience constantly shaping their alter ego in cyberspace - be it a 'Like' on Facebook or a retweet or a #selfie - brands today look to build long-term loyalty through conversations. Taking a cue from that trend, companies are looking to harness the power of digital evangelists and e-influencers to spread good word-of-mouth for a product, build considerable credibility even before the actual launch.
Prime the pump
A successful product launch is nothing but a series of actions undertaken over a period of time across multiple media platforms with a single-minded objective - build excitement and create demand. In an age of brand proliferation, the consumers' span of attention is short-lived and requires a sustained campaign based on demonstrated loyalty of existing customers, collaborative partnerships, consumer activation etc.
One other key element in a successful launch is effective use of public relations that encompasses an array of focused activities involving a range of targets to deliver on specific goals. Having positive media and analysts' support can help place a product in the customer's consideration set.
Think of it as a never-ending test drive
Not just in the launch phase, sustaining a launch campaign is what gives a brand top of mind recall. Throughout the process of ensuring a successful product launch, a good marketer keeps his ears to the ground and listens for relevant feedback on the product - good or bad.
More importantly, a successful product launch keeps you on your toes to step up on innovation, creativity and your belief in the product. One can at best be inspired by textbooks and methods - but a successful launch strategy is one that is made with passion and courage of conviction.
Vinay Piparsania
Executive director, marketing, sales and service, Ford India
Executive director, marketing, sales and service, Ford India