Launching a new product

Marketing that makes customers want what you have built

When you have invested huge effort in developing a new product, over months or even years, the last thing you want is to fall at the final hurdle with marketing that fails to do it justice.

A successful launch is not about the noise you make on the day. It comes from understanding the specific value that your new product delivers for customers, and making sure that value shines through the complexity of what you are delivering.

I will help you get to the heart of how your new product addresses pressing customers needs, positioning it to capture the greatest opportunities and to succeed from the start.

Drawing out the value others cannot yet see

When you have been close to a product for a long time, it is easy to lose sight of what makes it most compelling to customers: How the technical challenges which you have been grappling with may be overshadowed by capabilities which you added without a second thought. Together we will draw out the full value of your new product and translate it into terms that customers immediately respond to.

A new product often does more than update your range. It can open doors to customers you could not previously serve, bring you up against competitors whose territory you never used to reach, and justify a different price for the extra value you deliver. I will help you understand these opportunities and decide how to make the most of them.

Every new product is different, and the right approach depends on what you are bringing to market:

If your product is an addition to your existing range, we will give it a clear identity and purpose of its own, so it strengthens your portfolio rather than competing with it or confusing your customers.

If it is an upgrade to an existing product, we will craft different messages for the customers who already know you and may benefit from moving up, and for new prospects discovering you for the first time.

And if this is your first product, perhaps as you move from services into a product of your own, we will build its position from the ground up, establishing what it is, who it is for and why it matters.

Positioning an addition, an upgrade or a first product

You quickly understood our customers and their challenges, developing compelling messaging and persuasive content that underpinned the successful launch of our innovative software solution.
Phill Barratt, VP Content Solutions, GPSL

Planning how and when you talk about it

Long before launch day, you need to decide how you are going to start talking about your new product:

If customers learn that something better is coming, they may hold off buying your current product while they wait. Yet keeping a new product under wraps is rarely realistic, particularly when distributors and partners need to be briefed in good time. I will help you plan the messaging, and the strategy beneath it, so that you build anticipation for the new without undermining sales of the old.

With the strategy and messaging clear, I will help you create the materials your launch needs, and when it comes to running the launch itself, I can help you brief an agency or guide an in-house team, so the people delivering it build on the foundations we have put in place.