A crucial element in any product life cycle, the launch campaign has a dramatic impact on the way that your company and its offering are received by the market.
An Israeli-based high-tech company recently approached me for advice. They are preparing to launch a new product within the next two months and they want maximum exposure for minimum cost. They want to bring a mass audience to their web site. They want attention from customers, partners and investors.
Many in the semiconductor industry find themselves in a similar situation on a regular basis.
Below is a brief outline of a simple 8-week launch campaign that can be used as a guide to gain maximum exposure for any company, product or service.
Refining messaging – development of key messages, talking points, FAQs, and “rude Qs”
Media mapping – designation of audiences, determination of key members of each audience, gathering contact info
Content & materiel generation – development of news release/s, article/s, blog posts, email template, phone “script”, LinkedIn profile, Facebook page, Twitter profile, etc.
More media mapping – as necessary
Long-lead outreach – pitching “the story” under embargo to key “thought leaders” and major media
Mid-lead outreach – key vertical/industry “thought leaders” and trade media
Short-lead “key media” outreach – blogs of key vertical/industry “thought leaders”
Short-lead mass outreach – general online media, blogs and forums
Week 7 (Launch)
“Grassroots” launch – mass exposure using email lists, web 2.0, and viral dissemination
Week 8 (post-launch)
Re-spin – Leveraging coverage to gain additional coverage
Follow up – fostering ongoing relationship with key thought leaders, leveraging coverage for biz dev, partnerships and sales