Strategies for Launching a Product

We are launching a new consumer product in the health and fitness category.  What marketing strategies should we consider?

By Jennifer Manocchio

When launching a new product or service, we recommend always taking the long view and complete approach. To achieve success it is critical to consider all relevant strategies, to determine the proper integration of all strategies and to establish the appropriate timeline for execution.

It is essential to start with a marketing plan that identifies your strategies, tactics, measurement/analysis, budgets and timelines.  This will help you stay on track during the launch and avoid making knee jerk reactions.  It is certainly okay to test, assess and revamp campaigns along the way, but you need to develop a road map before starting the journey.

Following are strategies you should consider as part of your product launch plan.

Stage 1: Market Discovery
Market research
Strategic planning
Distribution channel development

Stage 2: Business/Product Branding
Brand name development
Logo development
Brand strategy
Positioning and messaging
Product design
Product labeling and packaging
Stationery, business forms, signage
Company/product collateral
Web Site design and optimization

Stage 3: Business Pre-Launch
Publicity and media relations
Trade show marketing
Internal communications
Sales training and support
Retail POP support

Stage 4: Business/Product Launch Marketing
Publicity and media relations
Social media marketing
Direct marketing
Web and search engine marketing
Guerilla marketing and Events

Stage 5: Measurement and Analysis
Web analytics
Media and blog coverage results
Traffic and sales results

Stage 6: Post-Launch Marketing
Publicity and media relations
Direct marketing
Social media
Consumer engagement
Web marketing

Launching a new product and don’t know where to start?  Contact me at jennifer at or 910.772.1688.


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