How can you extend the life of a product launch beyond the initial launch date?

A solid go-to-market strategy leverages a phased communications plan that starts with the announcement, is repeated through digital media and extended through thought leadership articles and presentations.

Sugiero dise?ar un plan, que posterior al lanzamiento, contenga los siguientes pasos: 1. Eventos de experiencia donde el cliente mantenga en su mindset el nuevo producto. 2. Plan de contenido que impulse los beneficios, alcances y funcionalidad del producto. De igual forma destacar la solución que brinda y el motivo que hizo que se realizara este lanzamiento. 3. Capacitación constante al equipo comercial, quienes son los encargados de impulsar el producto de manera comercial en el mercado.

Seeing the product launch not as a moment in time but as a collection of moments where you’ll engage the audience makes having this sort of calendar a must have. Beyond that, the mix of ways of pushing it out and how everything connects is part of what the calendar needs to reflect so it’s a full plan for going to market from seeding, to launch, to post-launch journey

After the initial launch date, I find it best to take the new product/innovation on a world-wide roadshow to get it physically in customers hands. Especially the decision makers of those companies. We can share PowerPoint slides all day and virtually through video and audio calls but the impact is much greater when a customer can touch and feel an actual product.

A 360’ campaign is imperative to create product awareness but most importantly, customer curiosity. This can include use of teasers, influencers but never forget the customer engagement and gtm plan for those who will be buying! To be successful you must arm the commercial team with compelling marketing messages & have a clear call to purchase. This is often the missing link from marketing for awareness & marketing for adoption. This difference is also imperative to ensure your product stays relevant with customer testimonials. Once adopted a great option is partner marketing! To gauge the success of the product launch-assess adoption rate, so start with the understanding-product marketing is meant to drive sales, not for awareness.

ugc post launch can keep the dialogue going for a significant amount of time. Good to use social media influencers for this piece.

?? For explosive company growth in 2024, I would ditch expensive influencers and embrace User Generated Content (UGC). UGC cultivates real connections by turning customers into brand advocates, sharing authentic experiences that resonate far beyond influencer networks. It spreads brand visibility organically, allowing your audience to shape the narrative and extending your reach across multiple platforms. The versatility of UGC builds trust authentically, creating a community around your brand that influencing collaborations cannot. UGC can become the driving force behind a truly impactful brand story in future product launches.

A troca de experiências e análises produzidas pelos usuários, sem dúvida, fortalece a sua sensa??o de envolvimento com o produto. Isto leva n?o só a fideliza??o destes clientes, como à sua disposi??o para embaixador da marca.

Based on my real-world experience, leveraging user-generated content (UGC) is a very effective way to extend your product launch. UGC allows you to showcase the benefits and features of your product, demonstrating how it addresses the problems and needs of your customers. Encouraging customers to share their experiences, stories, and opinions about your product can be done, in my world, by delivering on your commitments. I highly recommend emphasizing customer testimonials, particularly when you have co-created a solution and shared a joint vision with your customers to address their challenges. This approach further strengthens your connection with customers and highlights the value of their involvement in the product development process.

Leveraging user-generated content (UGC) is a powerful strategy to enhance brand authenticity and engagement. In healthcare, encouraging multiple patients to share their success stories, recovery journeys, or testimonials can create a supportive community and instill confidence in your services. Sharing these stories on social media with relevant hashtags will inspires and convert other patients.

Regular updates keep your product: -fresh -aligns it with evolving customer needs -signals your commitment to improvement This will help you retain existing customers, and attract new ones.

Regular update of Product through : - KOLs opinion - Customer Requirements - Dynamic contact with End Users - Digital Marketing Activities

Updating or evolving your product can extend its life cycle by keeping it relevant to changing market needs, improving features, or adapting to technological advancements. Regular innovations help sustain interest and competitiveness

Extending the life of a product launch beyond the initial launch date is essential for long-term success and steady growth, I believe this needs to Continue using the same marketing approach after the initial launch. Create ongoing marketing campaigns, promos, and ads to maintain the product's popularity. Creating valuable content related to your product, industry, or relevant topics.

Updates to your products should be based on meaningful and valuable impacts to customer value. Choose the product development investment carefully. Then, choose capabilities of your product and use these in your content calendar to deliver stories about your product in a manner that keeps a heartbeat of messages into the marketplace.

A product launch is just a moment in time when the market's awareness of your product is transformed by an announcement. Launch activities are nearly always followed up with ongoing awareness and demand generation activities, including those that involve influencers. Influencer communities can include 3rd party critics like industry analysts or media reporters who have an interest in enhancing their own readership and engagement. They can also include customers who are recognized for their expertise within your customer base. These experts have an interest in maintaining their position as experts by educating others around new offerings. Ultimately, it's about co-opting your comms goals with that of key influencers for mutual benefit.

Collaborating with influencers can enhance product visibility and credibility, reaching a broader audience. Choose influencers whose audience aligns with your target market for more effective promotion during product launches.

Extending the product/service cycle launches requires target market re-engagement. This can happen in several ways, however whatever resonates with target market’s emotional needs/wants and demands (desires) needs to be prioritised. Influencers can certainly play a significant role in this aspect.

Collaborating with influencers can be a game-changer. Post-launch, strategically partner with influencers whose audience aligns with your target demographic. These influencers can create fresh content around your product, offering new perspectives and uses that resonate with their followers. This approach not only reinvigorates interest but also reaches new potential customers who may have missed the initial launch. Influencers can keep the product relevant by incorporating it into lifestyle content, challenges, or reviews over time. This sustained, authentic exposure through trusted voices keeps the product in the public eye, driving ongoing engagement and interest.

Atuar com influenciadores pode ser uma ótima op??o, pois o número de pessoas atingidas será amplificado, porém, cuidado na hora da escolha, um passo em falso, uma fala duvidosa de um influencer pode acarretar num desastre para seu produto/marca.

My suggestion is to use social networks that have the most visits in each country/region. Of course, the audience and the type of presentation channel can be different, but if there are no legal and cultural problems, each of the social networks should be used according to the audience. (Is our target group mothers, athletes, teenagers, or the elderly). probably , for younger people, the use of repetitive content may be less attractive than for older people (as well as people with higher education than people with less knowledge).

The market is a noisy space, it is difficult to get your message into the minds of buyers. You must assume that you have to deliver a single message at least 6 times, in 6 different means to gain a reasonable reach. Use this Factor36 as a rule to repurpose content.

Repurposed content makes it relevant longer for cheap. Track what works best, and either morph it into a different form (i.e. podcast or video to blog), lenght (long to multiple short snippets), or even channel when relevant. Keep also in mind one thing: the fact that you've seen everything from your launch, doesn't mean that your audience did.

Repurposing your content gives you a chance to reach other audiences with minimal changes. For instance, conversations moving from prospects to existing customers for cross-selling means that you have a great start on your messaging. You also have a great opportunity for initial A/B testing and the rationale to make changes with hard data to back it up.

Find your audience and create content that reaches them on multiple channels. Set a short video to a trending song, feature the same product in a lifestyle image, write a post on the best ways to care for the product. All of this can go into a larger blog post about how you founded or manage your business.

Remember that every product launce has several expected results. Did you map yours before launch? These include: Product performance Product feature enhancements. How many were customer inspired? Market reputation Customer perception Investor perception and the perception of your own team. Do they feel inspired and energized? Be sure to measure the human and emotional aspects as well.

Defining KPIs before a launch and then ensuring and optimizing the results post-launch allows a product to adapt to user needs and market changes. Continuous improvement based on analytics helps products not only survive but thrive in dynamic and competitive landscapes, ensuring sustained value for users and prolonged market relevance. This can include: - User Feedback Analysis - Performance Analytics - Competitor Benchmarking - Conversion Funnel Optimization - A/B Testing Features - Iterative Software Updates - Data Security and Privacy Enhancements

In my experience regularly measuring key performance indicators (KPIs) such as sales, customer feedback, and market penetration is critical. This data can be used to optimize marketing strategies, address customer concerns, and refine product features, ensuring ongoing relevance and success in the market.

There should be pre-launch, launch and post-launch KPIs to ensure that operations run as smooth as possible, specially, when different cross functional teams are involved.

Na verdade, para um monitoramento efetivo é necessário se ter aten??o à defini??o dos dados mais relevantes de serem obtidos. Para isso, muitas vezes, precisa-se desenvolver as próprias métricas e criar formatos inovadores de colheita. Isso quer dizer que os profissionais de marketing devem buscar na inteligência de negócios a resposta para tomadas de decis?o que envolvam o produto de forma estratégica.

Focused promotion - creating any type of event like training, live or virtual demonstrations, short term pricing, value added offers, spiffs, etc. Any “event” that drives focus and customer/consumer interest can bring a renewed focus and new demand for your product. With all the choices available in the market and all the noise, even old products are new to many customers.

Visit (lots of) customers or go see your product in use and ask them about the experience. Learn everything you can about what they like and what needs changing. This information guides more effective messaging or campaigns and your next product revision. It keeps your insights fresh and evolves with your deeper understanding of why they buy.

Launch is mostly about making people aware of the new Product. True education of the product comes after launch - which eventually drive both comprehensive and repeat usage. Hence post launch is as important as launch. Focusing post launch on educating customer about the various features of the product and prompting repeat usage through targeted messages and introducing other strategies such as trials, promos and seasonal co marketing could be other ways to deepen usage after launch

Product launches aren’t one-time events. After the ‘big day’, it’s important to track the efficacy of your campaigns and initiatives, for example: - channel performance (E.g. email vs. social vs. referrals) - messaging + sign-ups / registration / demo requests - target segments / personas + sign-ups etc - win/loss When the data shows you that certain launch initiatives are more successful than others, readjust your ongoing campaigns so they can be more effective in delivering on your original launch objectives.

Product launches tend to get a bit bigger (I mean perception internally) than they actually are for the majority of products. With time the product that you launched is going to be used by different markets for different purpose than originally intended by its creator. So repositioning of those products can be a powerful way to extend the life of that product or the content that you created for it.