A new product from your company is on the way. Your marketing team has worked closely with product management over several months to comprehend the strategy and develop messaging and positioning. It's now time for the exciting part: announcing this new invention to the public through a product launch.
#1 Making a Marketing Launch
A marketing launch, sometimes known as a "soft launch," is used to introduce a new product to the public three to six months before it becomes generally available (GA). We do this to create anticipation for the product's general availability and provide early adopters a chance to try it.
Our product team can learn how users will interact with the product and what can be improved through soft launches. When the product is released, marketers can exploit these consumer success stories.
Getting the media to understand the value of your new product is essential for success in this early launch. One of the best forms of awareness is earned media. The goal of marketing and PR teams should be to tell an engaging, easily understood story that is clear, simple, and consistent. Why should consumers care about your new product, and what makes it so intriguing? In order to communicate the solution, demonstration films, blogs, emails, and small events can all be combined.
#2 Preparing for an Effective GA Launch
The product team will be prepared to make your product generally accessible to the general public once its pilot programme is complete. It takes a lot of work to get ready for a wide availability launch.
The sales team is your primary target market for a GA launch as a marketer. Your role is to assist them in making the value of the product to clients crystal clear.
A difficult audience to reach is sales! They'll prefer straightforward, unambiguous content, so avoid using flowery marketing language. We believe in keeping things straightforward and pertinent for a big firm like Salesforce. Our attention is on use cases, or how consumers are using the product. We always consider how the product connects to the rest of the sales portfolio and also concentrate on scenarios that are industry-specific.
#3 Assist Clients with the Launch of a Solution
So, your newly launched product is now open to the whole market. Yes, your work is finished. Not yet, exactly.
Solution launches highlight an appropriate use of the product for a particular sector or line of business.
Products frequently change in response to client needs and wishes. This could occur quickly or gradually. Following a GA launch, you might find new uses for your product. Or perhaps there was a significant global event or an economic upheaval that completely changed everything.
A solution launch is a means to demonstrate clients why a product is relevant for them by revealing upcoming improvements and integrations.
You can expand your marketing reach by making solution adjustments. They can be used to help you create a product message that is tailored to a particular market or line of business. These are excellent approaches to penetrate new markets and determine which solutions boost overall sales of your product.