So why in the world would a business wait to promote its business instead of just jumping right out there? It seems like an odd thing to do, especially given that I spend my life encouraging people to "get out there" with their message!
Actually, the reason why I waited to promote Linda Wise PR is the same reason I encourage many of my clients to wait to promote their businesses. I needed to take the time to do it right. How many businesses just throw themselves into the market, hoping to make sales, only to have to backtrack later because they haven't taken the time to plan their launch? Their collateral is incomplete and often looks somewhat unprofessional, their messages are inconsistent and not necessarily in line with their target audience's hot buttons, and there's no strategy on how to go to market with their product or service offering, so it's easy for sales and marketing and engineering to be going in three different directions.
There is certainly nothing wrong with a business "testing the waters" before it goes into full-blown launch mode. In the software business, this is called a "soft launch", wherein a product is introduced to a select number of customers to see what the market reaction is (on a limited scale) before a larger investment is made in a full sales and marketing effort. Usually, however, even before the soft launch, there has been some market research and beta testing of the product/service, key messages have been crafted, and a go-to-market plan has been developed. The soft launch stage is really designed for any bugs to be worked out of the product, or tweaks to be made in the sales and marketing side of the house.
Once a decision has been made to fully launch a product, service, or business into the market, there are a few key marketing elements that should be in place prior to the launch:
- Go-to-market strategy - who needs what you're offering, why do they need it, what differentiates you from others with similar offerings, how will you deliver it, and what will be the pricing, packaging, and promotion methods used?
- Launch plan - What is the timing for taking your offering to market? What specific methodologies will be used to introduce it to the market? A solid launch plan covers more than just marketing, but also incorporates sales and customer service. Public relations - including communication to employees, shareholders and the media - is usually a key component as well.
- Key messages - It is critical to communicate the value of your offering, and the best way to do this is to define the exact points you want to get across, so that they can be applied across all of your touchpoints with customers.
- Professional sales materials - Knowledge may be power, but image can have a serious impact on your business. The more professional your sales and marketing materials look, the more seriously you will be taken with your offering. And it's not just about graphics...those key messages need to be incorporated consistently in all of your materials, and the writing should communicate to the audience your pieces are designed to reach. A technical brochure will not "sell" a CEO on your product! Likewise, a business-oriented article will not hit home with your end-user decision maker as well as a "how-to" video or technical white paper.
In my 10+ years as a marketing and PR consultant, I have found that clients who will take the time to put in place the foundation they need for a solid communications program prior to launching a new product or service (or announcing a new business formed by a merger or acquisition) are the ones who have seen the greatest success in the market. By taking the time to do it right, they do it well...and reap the rewards accordingly.
If you need help in preparing for a product, service, or business launch, feel free to contact me at 832-372-4798 for a free initial consultation. A detailed list of services can be found at www.lindawisepr.com.
