XTRACTOR DEPOT

NEW PRODUCT LAUNCH PROTOCOL

OVERVIEW: 

– 1st draft of marketing assets and strategy will be ready for review before the approval of prototypes.  

– Teaser marketing is great for the hype and allows our customers to be a part of the build process. Making the marketing team a part of the process will allow us to deliver that hype while understanding the principles and thought process behind the build, which can be translated into quality marketing pieces and the overall strategy. 

– Implementation of these steps will guarantee the timely development of a well-thought-out and designed marketing/ branding campaign across all spectrums.

 

Proper planning is essential to the successful implementation of a new product launch. Outlined are the steps by which the marketing team can deliver on a well-branded, and properly strategized marketing effort for new releases. No rushing. No mistakes. No headaches. No last minute jobs. 

Following this protocol on new product launches will deliver an accurate and comprehensive marketing/ branding campaign which will be completed with ease, thus allowing for ample time to have all necessary media assets designed/ printed and ready for distribution.  

Questions that need to be answered during the process: 

  • How will the product/ service help our customers and/ or industry?
  • Are we first to market? If not, how does our offering differ from competing products?
  • What is the ETA on product delivery?
  • A full spec sheet (even tentative) must be supplied prior to creating any marketing collateral.

Media Assets to be produced:

Sales Brochures | Copywriting | Taglines | Single Sheeters | Landing Page (if applicable) | Blog Posts  | Teaser Vids | Teaser Still Photos | Press Release | Media Strategy | Video – Product breakdown

PHASE I: GREEN LIGHT MEETING: 

When a project gets a green light. A briefing as to why the product is being introduced, potential benefits, and uses of the product/ service, as well as estimated ETA is a great start. Giving us a heads up, will allow for ample time to create mockups which will best support the product. At this time, Jesamine can start planning a media strategy as to how to best launch media collateral and campaigns while doing competitor analysis on the media outreach competitors may – or may have not – launched.  

PHASE II: DISCOVERY & DATA GATHERING: 

If the marketing team could sit in (or be updated) on the development of the project it would give us a better understanding of the work involved to create said product. In addition, this offers a glimpse into the  process behind the R&D and allows opportunity to gather technical specs on the product. We can use these sessions to shoot still photos and video, which can be used as teaser media for pre-launch social marketing. 

If the product is to be used on a test run, it is imperative that the marketing team to be there to not only witness it in action but to capture valuable footage which can be used all across the board. 

PHASE III: ASSETS UP FOR REVIEW

While awaiting finalization of the prototype, the marketing team should have have already created a rough draft of the marketing campaign and media strategy- sales sheets/ landing pages/ press release, etc. 

These proofs should be complete with 1st round drafts of verbiage, slogans, titles and taglines as well as specs necessary collateral to promote the product or service. 

The only thing that will NOT be complete will be the product imagery since we are waiting on the arrival of the first article. During this time, upper management must make all necessary changes in terms of messaging, specs, proposition statements, taglines, and design. THIS NEEDS TO HAVE A HARD DEADLINE AND WE NEED A  SINGLE POINT PERSON WHO WILL MAKE THE SECONDARY APPROVAL.   

PHASE IV:  PLUG & PLAY

With approvals done, and the new product in transit or being constructed, we should have already passed final approvals/ changes on all marketing collateral verbiage and design. What does this mean? All we have left to do is shoot the final product photos/ videos and implement a launch date in accordance with delivery of the product.  

Once images have been dropped in, it will be ready for FINAL APPROVAL. Once approved, we will be ready for market implementation and create a calendar of launch dates based on the strategies and media collateral in hand. 

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Taking this mindful approach to new product launches will result in stress-free and stellar branding campaigns the entire team can be proud of. Last but not least, this will be a fun process that everyone can take pride in knowing they helped create.