Product Launch Checklist [PDF]

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Go-To-Market Strategies Product Launch Checklist Thanks for requesting the Go-To-Market Product Launch Checklist. At Brand Profility we know that launching a product or service—whether it’s a new version or an entirely new concept—can be a complex, and often overwhelming process. We hope this checklist and associated timeline will help make your launch a little less so.



How We Can Help If you require more assistance, Brand Profility offers a complete line of marketing and sales consulting services to help with your launch.



Product/Service Marketing Strategy



Public Relations



A Product Marketing Plan or Service Marketing Plan establishes the goals and requirements of your offerings and successfully introduces those new offerings to the market, including:



A well-designed Public Relations Strategy helps you target the right publications, deliver the right message, and schedule releases that reinforce other elements in your marketing mix. This effort includes:



• • •



Dening and documenting product or service scope, requirements, release schedule, positioning, naming, pricing, packaging, distribution, and evolution Designing and producing launch materials Planning launch and lead generation events, and follow-up activities



Promotional Strategy A comprehensive Promotional Plan increases familiarity with your organization and its offerings. Each promotional element is evaluated and included after careful consideration of your company’s evolution, target markets, budget, and timeline, and includes: • • • •



Creating high impact advertising campaigns through appropriate media outlets Developing direct mail campaigns and telemarketing efforts Designing point-of-purchase elements for retail placement Writing newsletters and producing contests to generate credibility and excitement



• • • •



Writing and producing press releases and press kits Designing a release schedule targeted toward appropriate media Investigation of alternate PR activities, such as speaking engagements and award strategies Management and coordination of Media Relations



Events Brand Profility guides you through the complex world of event management, working with you to develop and implement a solid Event Plan, including: • •



Selecting events targeted towards your specic market Establishing stafng, materials, and booth preparation to maximize your presence and lead generation at the events



Research We help you understand the dynamics of your market by conducting either wide-ranging or targeted market research, including compiling a Market Analysis Report on competition, market trends, and customer satisfaction and preferences.



About Us Brand Profility is a sales and marketing consulting rm that works with companies and organizations to develop and implement successful strategies. Based in Orange County, CA, we want to become your most trusted local resource for meeting your sales and marketing goals. Brand Profility specializes in teaming with small to mid-size companeis that do not yet have full-scale sales and marketing departments, and established companies taking on strategic efforts that require more than their current sales and marketing staff can handle. Sales and Marketing Success. It’s Beyond Design.



www.brandpro.info



Product Launch Timeline Typical timeline and deliverables associated with a successful product launch.



This timeline and checklist cover the key activities and deliverables related to launching a new product or service, including those for both direct and channel sales. Your particular efforts may encompass more or fewer items than are represented here. Note that conceptualization and development of your product is a longer process that happens prior to this planning. At the point of launch planning, your offering should have been prototyped, market tested, and be nearing the end of its development cycle. Operations and other functional groups should be following their own plans and tracking with you toward a successful launch. Brand Profility wishes you the best of luck with your launch!



Sales and Marketing Success. It’s Beyond Design.



www.brandpro.info



Product Launch—Marketing Checklist Use this checklist to track your product launch. Enter dates and check off items as you make progress. Use the blank rows to add your own objectives and deliverables. Categorized by the 5 “P’s” of marketing—Product, Packaging, Place, Price, and Promotion, this checklist will help keep your project launch on track.



PRODUCT



DUE DATE



RESPONSIBLE



Positioning Product Name Descriptions (25-, 50-, 100-words) Prospect Prole Five Main Messaging Points



Demos Demo(s) Demo Scripts



Development System Requirements Product Documentation Assemble Beta Sites Beta Release to Production Beta Release to Test Sites Product Release to Manufacturing NFR Copies of Product Available Product Finished Goods in Inventory



Sales and Marketing Success. It’s Beyond Design.



www.brandpro.info



COMMENTS



Product Launch—Marketing Checklist (Page 2 of 4) PACKAGING



DUE DATE



RESPONSIBLE



COMMENTS



DUE DATE



RESPONSIBLE



COMMENTS



DUE DATE



RESPONSIBLE



COMMENTS



Part Numbers and BOM (Build of Materials) Packaging Artwork Packaging Production



PLACE Distribution Strategy Channel Selection Distributor SKU (Stock Keeping Unit) Request Sample Packaging to Channel Buyers Retail Channel Promotion and Rollout



PRICE Competitive Pricing Report Pricing Determination and Sign-off Price Sheets



Sales and Marketing Success. It’s Beyond Design.



www.brandpro.info



Product Launch—Marketing Checklist (Page 3 of 4) PRODUCT



DUE DATE



RESPONSIBLE



Sales Guide FAQ Customer Stories Presentation (PPT) with Script Competitive Analysis—Final New Features and Technologies Overview ROI Calculator RFP Guide Analyst and Customer Reference Database



Sales and Marketing Training Product or Service Overview Brochures Technical Overview



Collateral Product or Service Overview Brochures Technical Overview Audience-specic Datasheets White Papers



Sales and Marketing Success. It’s Beyond Design.



www.brandpro.info



COMMENTS



Product Launch—Marketing Checklist (Page 4 of 4) PRODUCT



DUE DATE



RESPONSIBLE



Press and Analyst Relations Product or Service Fact Sheet Reviewer’s Guide Analyst Tour Pitch Press Tour Press Tour Company Backgrounder Press Release Announcing Product Screen Shots Speaking Engagements



Lead Generation Promotional Strategy—Final Introductory Pricing/Giveaways Advertising Placements Direct Mail Campaign(s) Trade Shows Seminars Web Site Update



Sales and Marketing Success. It’s Beyond Design.



www.brandpro.info



COMMENTS