The change of seasons marks a time when everyone is goal orientated. This can involve getting organized, re-evaluating product or service development, and launching new products and/or services.

Launching new products, services, and events is exciting, but you should be strategic about it.

Organizing your launch or release via strategic promotional efforts includes:

1. Release – determine your release date, then work backwards to establish your promotional start date
2. Content – know all the details of your product or service in order to create valuable promotional content
3. Audience – defining and understanding your target market will help to improve your timeline and promotional results
4. Plan – be strategic in your promotional efforts by creating a plan and calendar that outline your activities and efforts
5. Record – take good notes on your activities and the outcomes in order to improve the success of your next launch

Promotional avenues can include blogs, podcasts, social media, e-newsletters, print newsletters, press releases, posters and flyers, radio interviews, TV interviews, a web page or splash page, a release party, affiliate or promotional partner marketing, and good old fashion word of mouth and networking.

Timing these activities can be crucial, especially if you want to offer special discounts for early subscribers or pair it with any other programs.

We always implore our clients to consider a minimum of 6 weeks when planning a launch sequence for any product or service. Ideally, you would have 8 to 12 weeks for promotion and marketing, possibly longer if it’s a new product that needs extensive development or extra lead time to allow for a sales funnel process.

NOTE: the larger (and more engaged) your email list, the less lead time you may need for a successful launch outcome.

Here’s an example of a 10 week launch plan:

Text version of above 10 week launch schedule graphic:

10 Weeks out
Prepare email copy, landing pages, thank you pages, payment processing, etc…

9 Weeks out
Proofread and edit all copy, QC and Test all processes

8 Weeks out
Send ‘save the dates’ messages to key promotional partners

7 Weeks out
Start sending promotional partner resources

6 Weeks out
Start ‘teasing’ your upcoming launch to your list and/or offering early bird discounts to VIPs

5 Weeks out
Send reminders to promotional partners and start teasing your launch on social

4 Weeks out
Public announcement and promotional partner and list  reminder emails

3 Weeks out
Several ‘discount disappearing’ emails and posts

2 Weeks out
Several Emails and posts with benefits, outcomes, and social proof, plus promotional partner reminders

1 Week prior to your ‘event start’
Reminders to those who have registered, and several ’time is running out’ reminders to promotional partners and your list

The week of your ‘start date’
Several ‘Last Chance’ emails and posts, as well as reminders to those who have already registered

Week after 
Thank you and/or follow-up emails with a clear ‘next step’

Of course much of your strategy and the promotional avenues you choose in your launch sequence come from your particular event type and knowing your customers and ideal client profile.

Proper planning yields proper, successful results.

Have a launch question or need help with you next launch? Contact us!