We see companies doing b2b communications a lot of different ways. There might not be one “right” way to do things, but after 20 years of successes, McBru has defined a set of best practices for each of our integrated disciplines. Below are five tips from our best practices playbook to consider when planning a product launch:
1) Targeting – before you craft your messaging, you need to determine who your target audiences are and which channels are best to reach them.
2) Messaging – when you’ve figured out who you want to be talking to, you can craft your key messages with the customer(s) in mind. Figure out their major pain points or problems and how your product or solution addresses those to make their job easier.
3) Coordination – your launch plan should be strategically coordinated to maximize coverage and buzz around your new product. For instance, you wouldn’t want a blog post or tweets to reach your key media influencers before you have provided them with a news release or met with them to explain the product and answer their questions.
4) Consistency – the launch should be integrated and include all the traditional and social media channels you plan to utilize to get your message out to your target audiences. You want your messages to be consistent, so if a potential customer sees your product announcement on many channels, the message is reinforced and strengthened, rather than causing confusion.
5) Timing – be aware of when you’re making your announcement. For example, if it’s a global product that you want to succeed in Asia, don’t announce during the Chinese New Year. Also, think about the day of the week and the time of the day that will be most effective in reaching your key influencers and target audience.