How can you create a product launch playbook that works for different products and markets?

In marketing and product launches, objectives are typically categorized into three main types: 1) Acquire New Customers: Attracting new clients, often from competitors, commonly termed "new-new business." 2) Grow Business with Existing Customers: Increasing sales by selling more to current clients. 3) Retain Existing Customers: Preventing customer churn and keeping current clients engaged.

Instead of just telling a story, involve your customers in the creation and evolution of your product’s story. This can be done through interactive marketing campaigns that allow consumers to contribute ideas, participate in product development, and share their experiences. This approach creates deeper engagement and loyalty.

The problem with most launches is the planning (and objective setting) starts too late. If you're first thinking about a launch just a few weeks before the launch date, game over. The way to avoid this problem is to think about launches in phases. The few weeks before the launch is the phase when you're sprinting to get the launch done. The phases that come before that are critical, where you're planning, setting objectives, and getting aligned with the other departments that need to be involved.

Craft a winning playbook that transcends products and markets. 1. Define Your Win: What are your launch goals (sales, awareness, feedback)? Set KPIs to measure success (traffic, conversion rates). 2. Know Your Battleground: Who's your ideal customer? Research competitors - what makes you stand out? 3. Craft Your Playbook: Pre-launch: Build excitement with teasers and a landing page. Launch Day: Make a splash with press releases, demos, or discounts. Post-Launch: Analyze, adapt, and keep winning! Playbook Flexibility is Key Your playbook should adapt to different products and markets

A launch playbook for all? Think flexible framework (pre-launch, launch, post-launch). Tailor messaging and tactics for each product/market. Focus on core channels (social, email, content) with reusable content formats and adaptable assets. Partner strategically, leverage data, and prioritize scalable tactics like SEO for long-term success. This keeps your launches efficient and effective, no matter the product or market.

Look for non-competitive partnerships in different industries that can provide access to new audiences. These partnerships can offer unique co-marketing opportunities that leverage the strengths of each partner, creating a buzz and expanding reach effectively.

Social listening is probably the one thing I do most of as a PMM. You can use social media to listen to what people are saying about your brand, your competitors, or your industry. These provide valuable insights into customer pain points, preferences and trends.

When identifying your launch audience, consider their journey and touchpoints. Map out where and how they interact with your product throughout the buying process. Understand their pain points, motivations, and expectations at each stage. Tailor your messaging and positioning to resonate with their needs and preferences. Set specific goals for engaging this audience, whether they're existing customers, prospects, influencers, or partners. You ensure your efforts are focused and impactful by aligning your launch strategy with the customer journey and setting clear objectives.

You have a core team, probably consisting of a PM, PMM someone from sales and some kind of launch project manager (often the PMM, in my experience). Then you have a team of people who should be responsible for getting their departments/functions ready to launch. By documenting the goals, getting buyin from management and holding weekly sprint meetings you are pretty well prepared to make the launch likely a success.

When assembling your launch team, think of yourself as the director orchestrating a blockbuster. Start by mapping out your launch activities, detailing every step required for success. Identify key players, assigning them roles and responsibilities that align with their expertise. Be clear and concise in your briefings, outlining what needs to be done and when. Foster open communication and collaboration among team members and external partners to ensure smooth coordination throughout the launch process. As the director of this production, your guidance ensures that every team member understands their part in delivering a stellar launch. And be brave on this path.

The PM or LM plays a pivotal role in defining clear roles and responsibilities for each team member. It is essential to ensure that the right person is assigned to the right task, maximizing efficiency and productivity within the team. Clear communication and alignment on expectations are key to the success of any project within the automotive industry.

Here's your guide to tailoring your product launch across markets: Know Your Audience: Identify their online haunts (LinkedIn? Twitch?) and craft content that speaks to them (explainer videos, blog posts, challenges). Fuel the Hype: Pre-launch teasers, social media buzz, and influencer marketing build anticipation. Launch Day Blastoff: Live events, discounts, and social contests create a splash. Post-Launch Engagement: Keep the momentum going with testimonials, tutorials, and social interaction.

Customization is key when selecting your launch channels. Avoid using a one-size-fits-all approach across all platforms. Tailor your creatives, content, and calls-to-action to suit each channel's specific characteristics and preferences. Whether it's email, social media, webinars, videos, podcasts, blogs, or press releases, consider the tone of voice, format, images, and timing that resonate best with your audience. Integrate your channels seamlessly to create a cohesive and engaging customer journey.

Design your marketing campaigns with modularity in mind. Create core content that can be easily adapted or expanded upon depending on regional preferences, legal constraints, and consumer behaviors. This approach allows for quick pivots and localizations without losing the essence of your messaging. Borrow from the agile development playbook by incorporating sprint methodologies into your launch strategy. This allows for iterative testing and refinement of marketing tactics in real-time, adapting to feedback and changing conditions swiftly, ensuring relevance and effectiveness.

Here's something else to consider: Modular Messaging Matrix: Craft core message components, then customize them for each market. Ensures global reach with regional flair. MVL Content: Develop core, adaptable content blocks (videos, posts, snippets) for different markets. Prioritizes quality with regional variations. Phygital Launch: live-streamed global reveal + local influencer watch parties = unified launch with local connections.

Develop a messaging framework or "messaging house" encompassing key themes, benefits, and differentiation points applicable to your products. This framework should be flexible enough to accommodate variations based on market nuances and product features.