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How can you write a comprehensive communication strategy for a product launch?

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Launching a new product is an exciting and challenging moment for any organization. It requires careful planning, coordination, and communication to ensure that the product meets the expectations of the customers, stakeholders, and employees. A communication strategy is a key tool to guide and align your internal communications during a product launch. It helps you define your goals, messages, audiences, channels, and metrics for your communication activities. In this article, you will learn how to write a comprehensive communication strategy for a product launch in six steps.

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Cari Simmons

Empowering Employees Through Strategic Communications |
Teresa Herrero Maortua

Liderazgo & Inteligencia Emocional | Estrategia de Contenidos & PR | Ayudo a mejorar tu bienestar laboral con…
Kiara Zavala Peralta

Comunicación Organizacional | Especialista de Comunicación Interna | Clima y Transformación Cultural | Marketing…

1 Identify your objectives

The first step in writing a communication strategy is to identify your objectives for the product launch. What are the main goals and outcomes that you want to achieve with your communication? How do they align with the overall business and product objectives? For example, you may want to increase awareness, engagement, adoption, or feedback for your new product among your internal audiences. You may also want to support change management, training, or recognition initiatives related to the product launch. Write down your communication objectives in SMART terms: specific, measurable, achievable, relevant, and time-bound.

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Luiz Campolongo

Founder & Chairman da SimbioX e CEO HyWork
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Lan?ar um produto é um marco importante para qualquer empresa. A HyWork oferece uma plataforma intuitiva para criar landing pages especiais, garantindo que sua mensagem chegue a todos internamente. Destaque-se com uma comunica??o clara e eficaz, impulsionando o engajamento desde o início.

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2 Define your key messages

The next step is to define your key messages for the product launch. These are the main points that you want to convey to your internal audiences about the product, its features, benefits, and value proposition. Your key messages should be clear, concise, consistent, and compelling. They should answer the questions of why, what, how, and when for your product launch. For example, why did you create the product, what problem does it solve, how does it work, and when will it be available? Write down your key messages in a message map or a hierarchy of main and supporting messages.

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Teresa Herrero Maortua

Liderazgo & Inteligencia Emocional | Estrategia de Contenidos & PR | Ayudo a mejorar tu bienestar laboral con comunicación asertiva y empatía, potenciando habilidades blandas.
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Lanzar un nuevo producto es un momento crucial que requiere una estrategia de comunicación bien orquestada. El corazón de esta estrategia radica en definir claramente tus mensajes clave. Estos deben resonar con tu audiencia, destacar la unicidad de tu producto y alinearse con los valores de tu marca. Piensa en qué problemas soluciona tu producto, cómo mejora la vida de tus clientes y qué lo diferencia de la competencia. Una vez definidos, estos mensajes deben ser el hilo conductor en todos tus canales de comunicación, desde la prensa hasta las redes sociales, asegurando un lanzamiento cohesivo y potente. #EstrategiaDeComunicación #LanzamientoDeProducto #Marketing#ReconocimientoDeEquipos

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Thais Nascimento

Culture & Marketing Manager at Qiado GmbH | Internal Communication | Employee Engagement
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First, you should have a deep understanding of the product. Second, translate the technical aspects into simple words that everyone will understand. Focus on communicating the added value it bring to users. It was created to solve what problem? How does it work? How to have it (where, price, when)? For whom it is important? When creating the message is also important to have clear what action do you want from it: should people just be aware of it? Should they share the info? To whom? Should they use it? Etc

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Luiz Campolongo

Founder & Chairman da SimbioX e CEO HyWork
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Utilize a HyWork para n?o apenas divulgar seu produto, mas também para coletar feedback valioso. A interatividade da plataforma promove um ambiente de troca, onde os colaboradores podem expressar opini?es e sugest?es, essenciais para o aprimoramento contínuo do produto.

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3 Segment your audiences

The third step is to segment your audiences for the product launch. These are the groups of people within your organization who need to receive your communication about the product. Your audiences may vary in their roles, responsibilities, interests, needs, and preferences. You need to identify and prioritize your audiences based on their level of involvement, influence, and impact on the product launch. For example, you may have different audiences such as senior leaders, managers, product teams, sales teams, customer service teams, or end-users. Write down your audience segments and their characteristics, expectations, and communication preferences.

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Kiara Zavala Peralta

Comunicación Organizacional | Especialista de Comunicación Interna | Clima y Transformación Cultural | Marketing Interno | Dirección de Personas | Mentorías | Speaker | Desarrollo Profesional | Liderazgo
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Al momento de segmentar audiencias muchas organizaciones se olvidan que el principal vocero de sus productos son sus colaboradores, no solo las primeras y segundas líneas. Por eso, es fundamental que el lanzamiento de un producto primero involucre una estrategia 360° que involucre acciones hacia adentro y hacia afuera de la organización, donde los trabajadores sepan todo acerca del producto de tal manera que si un cliente externo, un familiar o un amigo les pregunta, éstos sepan qué responder y brinden una información adecuada. Es ahí donde el colaborador también impacta en directamente en el negocio.

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Luiz Campolongo

Founder & Chairman da SimbioX e CEO HyWork
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A capacidade da HyWork de integrar-se com o Microsoft SharePoint e VIVA amplia ainda mais o seu alcance. Essa sinergia possibilita que a mensagem do seu produto permeie por toda a organiza??o, garantindo que nenhuma equipe fique de fora das novidades.

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4 Choose your channels

The fourth step is to choose your channels for the product launch. These are the mediums and platforms that you will use to deliver your communication to your audiences. Your channels may include different types of internal communication tools such as emails, newsletters, intranet, social media, webinars, podcasts, videos, or presentations. You need to select and optimize your channels based on their reach, frequency, format, and interactivity. For example, you may use email for formal announcements, newsletters for updates, intranet for resources, social media for engagement, webinars for training, podcasts for stories, videos for demos, or presentations for feedback. Write down your channel mix and their roles, benefits, and limitations.

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Luiz Campolongo

Founder & Chairman da SimbioX e CEO HyWork
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A HyWork n?o é apenas uma plataforma de comunica??o interna; é um solu??o ideal para uma divulga??o interna poderosa. Com uma landing page especial, engajamento ativo e feedback em tempo real, seu produto tem tudo para ser um sucesso.

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5 Plan your activities

The fifth step is to plan your activities for the product launch. These are the specific actions and tasks that you will execute to implement your communication strategy. Your activities may include different stages and phases of the product launch cycle such as pre-launch, launch, and post-launch. You need to schedule and coordinate your activities based on their timing, frequency, and sequence. For example, you may plan to send a teaser email before the launch, host a launch event on the launch day, and follow up with a survey after the launch. Write down your activity plan and their details, responsibilities, and dependencies.

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Cari Simmons

Empowering Employees Through Strategic Communications |
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It is important to remember to schedule reinforcement activities after the launch. Having a product launch with a big splash is critical, but folks need to hear something 5 or 6 times in order to internalize it. You don't want the product launch to come and go and then have reps move on to the next thing. Small reminders in newsletters, Teams channels, or team meetings can help reinforce the recent product launch and associated resources.

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6 Measure your results

The final step is to measure your results for the product launch. These are the indicators and metrics that you will use to evaluate the effectiveness and impact of your communication strategy. Your results may include both qualitative and quantitative measures such as feedback, satisfaction, reach, engagement, adoption, or retention. You need to collect and analyze your data based on your communication objectives and key messages. For example, you may use surveys, interviews, focus groups, analytics, or reports to measure your results. Write down your measurement plan and their methods, tools, and targets.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write a comprehensive communication strategy for a product launch?

1

2

3

4

5

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1 Identify your objectives

2 Define your key messages

3 Segment your audiences

4 Choose your channels

5 Plan your activities

6 Measure your results

7 Here’s what else to consider

Internal Communications

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How can you write a comprehensive communication strategy for a product launch?

1

2

3

4

5

6

7

1 Identify your objectives

2 Define your key messages

3 Segment your audiences

4 Choose your channels

5 Plan your activities

6 Measure your results

7 Here’s what else to consider

Internal Communications

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