How to Release New Products for Marketers

Launching a product will definitely spread information too. Various preparations will be made for product releases, such as adjusting or updating existing offers. Of course, the preparations made will be discussed and planned long before the product release date.

It is important to determine the position of your business and the message that will be conveyed when a product is released, including regarding the distribution of tasks to the company team and stakeholders. You also need to identify all product release activities, create assets and content, prepare all parties involved in the product release, and much more.

Steps for product release Products for Marketers

There is a large list of activities that must be prepared, several steps are needed for the smooth release of products from your business. The following are several checklists that your company can prepare for the release of a product in order to achieve maximum targets:

Understanding consumers

There are many terms that can be used, such as market research or customer development. The essence of this activity is to study the factors that encourage consumers to buy the products offered. Identifying consumer goals, motivations and feelings can give you direction for developing and marketing solutions through your business products.

Through a sampling system or conducting a small survey with 12-15 consumers, you will get an idea of what the experience is like from their perspective. Through the data obtained, the company team can then process and create solutions with the products offered. Additionally, by studying key details of consumers, your company can develop buyer personas that your company can target.

Positioning statements

Positioning statement is an activity that can provide data for the company through several questions. Some questions that can be asked for discussion include:

To whom is the product given?
What is the use of this product?
What makes it different from other products out there?
Other questions that can lead the discussion to deeper topics:
What is the company's target audience?
Which audience or target segments are most likely to purchase the product?
How is your product different from competitors?
What category is your company's product or service?
What is the evidence that your product is superior or different from others?

Promote your position to stakeholders

After establishing a position statement, convey it to your company's stakeholders so that all parties involved are on the same page and understanding. If your team is having trouble buying products, customers may be experiencing the same thing. If your team likes it, it's a good sign that the product release will go well.

Plan your go-to-market strategy

This stage is the strategy that will be used to launch and promote your product. Regardless of the method chosen, this process contains many moving parts. Apart from creating an organized strategy, also consider the type of content that will be used to attract the attention of potential consumers throughout the awareness, consideration and purchase decision stages.

Set product release goals

Specific product release goals can help a product release be successful. This will help to focus efforts on product release tactics so that they can achieve those goals.

For example, the goal of a product release could be to effectively establish a new product name, build awareness, or reinvent sales. One of the best ways to set goals for a product release team is with SMART goals, namely Specific, Measurable, Attainable, Relevant, and Time-bound.

Create promotional content

After planning the steps above, content can begin to be produced to support and align product promotion efforts. Things you can do include uploading blogs related to your product or business, tutorial videos or photos, and landing pages.

Prepare the Team

Make sure that the company and stakeholders are ready to launch and start marketing the product. Continue to communicate and discuss with all interested parties through internal presentations, email, or via various platforms. This will make it easier to disseminate the latest information about product release plans.

After completing all the above steps, the product can be launched. When a product has been launched, the company's task does not stop there. It is necessary to evaluate and review the goals set before product release.

See how well the company achieves pre-set goals. If the product release does not meet initial expectations and goals, you and your team can rethink a new strategy in order to adjust so that targets can still be achieved.