Launching a new project is an everyday task in the world of agencies. As an account executive you frequently wear the hat of project manager. Relaying your client’s vision to the creative team is your number one goal. Here are a few steps that will make you the king or queen of product launches.
Know your market. First and foremost, know and understand your market. This helps everything else fall into place. Dive into their demographic information, where they live, what they want out of your product, and the type of media they consume. Once you establish your market and do some research, your branding and message will become clear.
Convey your message. Before jumping into what your message is, identify your goals. Growing your consumer base or increasing visibility of your company are some common product launch goals. Your key message surrounding these factors should be clear and concise. Is your product getting the right message across? Is it aligned with your goals?
Set a timeline. Knowing when to launch a product is critical. The timeline of a new products release is just as important as the product itself. We see this frequently with new products being released after a huge media hit, such as the Super Bowl or March Madness. The time you release the commercial or advertisement can make or break the initial success of the new product.
Catalyst jumped on the opportunity to help launch Holly Nog, a new eggnog product that hit the shelves with alcohol already in it. This product was launched with the holidays in mind. The logo and packaging was cool, retro, and not too serious. Completed in a few months, this product landed in stores just in tie to enjoy with friends and family. It was such a hit the first year, we helped them with the design of an added flavor to the line next season.
Here at Catalyst, we have helped launch many new products. We take the steps listed above seriously and put our noses to the grindstone to create successful launch campaigns. Need help getting an idea off the ground or revamping an existing product? Give us a shout!
