When you’re rolling out a new product or service, the launch is just the first step. Understanding the difference between a launch plan and a marketing plan will help you take right action at the right time. Simply put:
Your launch plan is like the opening act—it’s all about getting attention and making a splash right out of the gate.
Your marketing plan is in service to your long game, keeping your product in the spotlight, driving ongoing interest.
We are always Seeking to Simplify marketing concepts so today we are thinking over what to do to make a big splash when you roll out your services or products.
It’s shorter-term - which is great - but it is pivotal to make some noise and get some attention.
Steps to Create a Launch Plan:
- Nail Down Your Product Messaging: What makes your product special? What problem does it solve? Now, what is the big effect on you or your company when it solves that problem? (If you are unsure what you are actually selling, check out https://www.dhirubhai.net/pulse/what-business-you-really-deanna-a-mims-y2gmc/?trackingId=He%2Ff58rDtKwvQ%2FlYFNMx1g%3D%3D) Speak directly to their pain points. Got a project management tool? Show small business owners how it’s going to save them hours and keep their sanity intact. Be crystal clear on this because it’s the backbone of your launch.
- Get Organized to Document: No kidding!: have your checklist of details by your side. Have your Google Sheet (minimum) or CRM or Project Tracking Sheet - whatever you use - set up, titled and ready at hand to document all efforts toward optimizing release day. You'll be glad you did because: a) something will go wrong and you'll have to reverse engineer b) CYA c) it provides replicatable steps for the next person d) it shows you where you should cut out steps or add steps e) it is a best practices habit for every project or campaign you do and will save you grief, misunderstandings and frustration.
- Set Launch Goals: What do you want to happen right after the launch? Set specific targets, like the number of calls and emails coming in, how many sales made the day of, week of, month of, etc. earned media mentions, paid advertising results, social media mentions before and after, etc.
- Choose Your Go-to-Market Strategy: Are you going big with an event, or starting small with an online release? Decide how you’re going to get your product out there. a Break down your audience by what really matters - behavior, lifestyle, needs b) Hit them with that killer value proposition about how you solve their pain points c) Craft content to their journey - blog posts for awareness, case studies when they are close to buying, etc. d) Meet your audience where they are hanging out. B2B? LinkedIn B2C and trendy? Instagram e) Affordable lifestyle product? TikTok and Meta.
- Create that Anticipatory Buzz: Use your marketing channels—social media, email lists, influencers, cross collaborators, vendors—to build in advance of the big day.
- Plan the Launch Day: Have all your assets ready—press releases, social media posts, and ads—so everything rolls out smoothly.
Steps to Create a Marketing Plan:
- Do Your Market Research: Can reuse from above, but make sure you know who’s buying what you’re selling? Get to know your target audience—what they like, what they need, and where they hang out online.
- Check Out the Competition: Know who else is in the game. What are they doing right? Where are they dropping the ball? Use this intel to find your edge. Start with Google and Reddit, even Pinterest if it falls in their zone, and don't forget ChatGPT as an excellent intelligence gathering resource. Example: You notice that your main competitor isn’t very active on Instagram, so you decide to go all-in on building a presence there with regular posts and stories that highlight your brand’s edge.
- Set Clear Goals: What do you want to achieve post-launch? Much like above, determine if it's More sales? Bigger brand awareness? More press awareness? Write down specific goals that you can actually measure.
- Segment Your Audience: Not everyone is going to be into what you’re offering in the same way. Break down your audience into groups so you can tailor your message to each one.
- Plan Your Tactics: Whether it’s social media, email marketing, or good old-fashioned advertising, pick the channels that will work best for your audience.
You can do this! We can help!
