Mastering the art of product launches

What sets successful product launches apart from those that fall flat? More than timing or budget, it's about strategic execution at every stage of the process.

After collaborating with numerous brands on everything from smart home innovations to subscription services, we've pinpointed the most important elements that can determine whether your product will soar off the shelves from day one or simply collect dust in a warehouse.

Ready to ensure your next launch is a triumph? Let’s dive in.

The journey of a product launch

Launching a new product is a strategic journey. A meticulously planned product launch can be the deciding factor between immediate success and a missed opportunity for your ground-breaking idea.

Too often, companies treat launches—especially for subscription services or cloud-connected gadgets—as afterthoughts instead of dedicated campaigns that deserve focused attention. This approach can lead to significant challenges not just with your product, but with your audience’s perception.

We've encountered clients who turned to us after facing problematic launches, and it's much harder to rebuild trust and perception after a misstep than it is to invest time and effort upfront to get it right.

So, how do you ensure success? It all boils down to understanding the three pillars of launch excellence.

Pre-launch

This is where the magic begins. Leading up to launch day, you’ll need to build anticipation and refine your market positioning. Think of it as laying the groundwork for an exciting unveiling.

Launch

Contrary to popular belief, this isn’t just a moment in time. I generally allocate several weeks—or even a couple of months—for the actual launch phase, depending on retail timelines. Your product’s “newness” keeps consumer interest alive, thereby extending the reach of your marketing efforts.

Post-launch

Often the most overlooked stage, this phase is crucial for how your new product integrates into your existing catalogue. Without a solid post-launch strategy, many companies experience a pattern of strong initial sales followed by a quick decline. The key is to weave the new offering into your overall brand and marketing strategy seamlessly.

The gateway effect

The gateway effect refers to the barrier of entry when it comes to the initial purchase of a product. It explores the idea that once a consumer has bought at least one of your products, the jump to owning several is surprisingly small.

Knowing whether your new product will serve as an entry point for new customers or an upsell for existing ones should be a fundamental part of your launch strategy.

Tailoring your product launch to your business lifecycle

Your approach should adapt based on where you are in your business journey.

First product launch with limited recognition

Focus on building foundational awareness to establish your brand.

Mid-level brand with some recognition

Leverage existing customer relationships to expand your reach.

Well-established brand with broad portfolio

Integrate the new offering into your ecosystem while maintaining brand consistency.

Crafting your pre launch strategy

One common pitfall I’ve seen is bundling new services or subscriptions with product launches without giving them the attention they deserve. This can lead to poor customer reception. Treat every new service as a distinct offering worthy of its own strategic launch, and communicate clearly about the value it brings to consumers.

Your pre-launch phase sets the stage for success. Start by developing a detailed plan with clear narratives that smoothly transition from pre-launch excitement to post-launch integration.

Ensure you secure buy-in from all stakeholders to create alignment and enthusiasm as you move forward. By following these guidelines, you'll be well on your way to executing a successful product launch that captures attention and drives sales.

Remember, the effort you put into planning and execution today will pay off tomorrow. Happy launching!