A successful product launch opens up new markets, brings in new customers and increases business with the existing ones.
Successful internal brand and product launches depend on three things: planning, preparation and employee involvement.
Success relies on employees understanding the key selling points and advantages of the new brand or product, and being able to communicate those benefits to customers with passion, personality and confidence.
Planning
“A high proportion of product launches fail because of poor planning”
Prepare an in-depth and detailed launch plan, including a clearly defined budget. Don’t leave any aspect of the launch to chance. Control expenditure, and assign one person with the task of keeping the launch on track.
Preparation
Be prepared.
Make sure employees and sales representatives are thoroughly briefed on the product, the target market and the benefits of the product or brand that they are launching. Make sure they are aware of the aims, goals and benchmarks of the launch.
Have your press releases prepared and invite the key journalists and members of the press. Launch your advertising campaign well in advance and make sure existing customers are informed of the new brand or product.
Most importantly, create buzz, excitement and enthusiasm around your launch.
Employee Involvement
“Typically, if someone feels ownership in a product, he tends to take pride in its success.”
How do you involve your employees in an internal brand or product launch?
As we have discussed a lot in the past, involvement is about taking ownership of and pride in your work. Involved employees means productive employees, which also means happy customers. The same applies to internal brand and product launches. If you can get your employees involved in the success of the launch, then the chance of success is much greater.
The first step is to make sure that your employees know the product or new brand inside out. Immerse your employees in the product until they are confidently able to champion it to others. Show them that they are valued by implementing their thoughts and ideas, rather than prescribing a new set of guidelines that must be followed.
Empower your employees to market the new product or brand launch through social media, and through their individual roles. By allowing your employees to post pictures, information and tell others about the brand or product launch, they’ll spread the word without any extra cost to you.
Gamify the launch process, and offer incentives to those who show the most commitment to the success of the launch. Leaderboards, incentives and prizes have a proven effect on involvement.
If you would like to know more, or read about how we helped major companies nail their internal brand and product launches, then click here.