Planning a product launch comes with many associated fears, specifically relating to disappointing sales. Creating a new product is a great accomplishment, but if no one buys, is it worth it? Marketing a product without getting results is a significant waste of your budget and resources.

It’s also common to worry that you’re not covering all your bases to set the launch up for success. There’s always a possibility of tech glitches and marketing errors that seem out of your control, even if you are prepared.

With so many different aspects that go into a launch, how can you possibly know the right steps to take for a profitable, successful product launch?

Meeting Consumers’ Needs Is More Challenging Than Ever

Fearing that your product won’t sell due to uninterested buyers, company unpreparedness, or basic technology crashes is neither crazy nor are you the only one fearing it. In fact, four in 10 would-be entrepreneurs are held back by fear, meaning more than a third of people’s innovative ideas never make it past the drawing board.

This fear, in many cases, stems from all the factors involved in pulling off a successful product launch. A successful launch involves creating a campaign, marketing your product, educating your sales team, and aligning all aspects of your product before you even start selling. With so many factors involved in a launch’s success, it seems overwhelming and impossible to not miss a step or two.

Avoiding Launch Failure

Creating and following a step-by-step plan for your launch ensures you don’t miss a thing, and you meet your goals and deadlines. Your launch will be unique to your campaign and your product, but it should follow the same approaches that many launches in the past have used successfully.

According to The Product Launches Guide, “You should plan out your launch months in advance, promote it over a period of time, and give your potential customers something they’ll absolutely love. Only then will you see high returns and grow your business.”

It’s All in the Marketing

It’s important to know your place in your industry, understand your target audience, and outline your goals and brand narrative before you even start your marketing outreach. The way you unveil information about your new product, and create buzz around it in advance of a launch, is a critical piece of the product launch puzzle.

Take Google Chrome, for example. Chrome wanted to launch into a new market, Thailand. They already had a wildly successful product but needed to launch their browser in a precise way to engage their Thai audience. They followed a step-by-step planning approach that included creating content based around a specific storyline. During the campaign, the number of Chrome users increased by 53% and Chrome became Thailand’s most used browser.

Taking the time to think of every important aspect of your launch will set you up for success. The key is knowing and remembering what to focus on.

Start Planning Your Best Product Launch

Following a comprehensive launch plan that accounts for development, research and marketing will help you prepare for the ultimate launch day while generating hype around your new product. Using a launch checklist you’ll learn how to:

  • Identify your audience to better aim your marketing tactics and get the most out of your budget
  • Create relevant, engaging content that earns your company credibility before your product even launches
  • Keep track of your progress to ensure key launch steps don’t fall through the cracks
  • Nurture your leads with follow-ups to turn them into lifetime customers
  • Watch your metrics and make adjustments accordingly to maximize your resources
  • Align your development, marketing, and sales teams to make a smooth purchasing process for your customers

If you’re interested in learning more about launching your product, The Product Launches Guide offers a more detailed step-by-step process for a successful launch and a downloadable checklist to help you keep track of your launch progress.



About Aslan Williams

Aslan Williams grew up in a small, southern town, tailgating at football games and watching sunsets over the Mississippi Delta. Since leaving her southern roots four years ago, she has lived in five countries, practicing yoga, teaching English and honing her marketing skills at various International internships. In her final year at UCSB, Aslan is applying her degrees in Communications and English in her marketing internship at ONTRAPORT.