← Insights

The product launch is one of the most exciting jobs in marketing. Months of planning go into the big unveil, usually at a trade show, and afterward everyone congratulates each other and moves to the next item on the list.

But what if the customers you engineered that machine for were too busy to notice your big news? Launching something does not mean your customer knows about it. A product launch is never done.

A launch is a marathon, not a sprint.

Replace launch with marathon

Reaching all of your potential customers takes time and sustained effort. Ask your sales team. A strong start gives you momentum, but you still have to finish the race. A few things to build into the plan:

• Plan the follow-through while you plan the launch. When the creative team is brainstorming ways to introduce the product, set aside time to talk about what happens when the initial buzz fades.
• Leave budget for it. Too many marketers spend every dollar on the launch and have nothing left for the months that follow. Do not be that person.
• Use every channel. Trade media coverage, dealer communications, your website, video, social, email and advertising all reach different people at different times. A launch that lives only at the show reaches only the people who were at the show.
• Remember who was not there. Most launches happen at trade shows. You have far more customers working that day than walking your booth.
• Arm your dealers. Make sure dealers and distributors know the message and have every asset they need to deliver it. When the unveil is over, they are your best resource for reaching new customers.

Now get back to work. If you would like help planning the long run of your next launch, visit our ‣ page.