Product launch - how to reach both out and in

What good are all the development hours behind a new product if it is not presented to the market in an attractive way? At Navigator, we have done product launches in many different industries over the years and we know that every new product needs to start its journey by proving its utility and the value it adds.

Positioning is key when launching a product

New products should be in line with the company's brand, but also need to have their own position and a well thought-out messaging strategy that differentiates the product from other similar products. Reinforce this positioning by optimizing your website, social media and other communications for the new product. When it comes to choosing the messages to be associated with your product, it is important to start from how the product helps the user and what arguments there are for this. A clear customer picture guides the work forward.

Set clear goals

A common mistake when launching a product is not having a clear picture of what the launch will contribute to. Where are we when the product is out on the market? And how will we know if we have succeeded? Objectives can be either strategic or operational in nature, but must always be measurable. Here are a few examples of objectives:

• Increase turnover in the segment by X%
• Taking market share
• Increase awareness of the product segment among target group X
• Generate more conversions on your website
• Increase online sales

Adapting campaigns and marketing materials to your target audience

A product launch is a chance to increase sales among existing customers and reach out to new ones. With campaigns and marketing materials, you give stakeholders the information and inspiration they need to make a decision. But it's easy to get carried away with your own commitment to the launch and try to communicate as widely as possible. However, the risk is that you won't reach anyone at all. Make sure you tailor all your communications to your target audiences, and you'll increase the chances that more people will want to buy your new product!

Long experience in product launches

With a strategic plan, news coverage will be greater and sales will increase. Extensive research, early channel cultivation and a clear communication strategy are the keys to success for your product launch. At Navigator, we have extensive experience of working with product launches for companies in B2B, B2C and Healthcare. If you want to see examples of what we have done for different customers, you should browse through our cases. You can find more inspiration and knowledge on our blog. Feel free to use the filter function to search your way through.