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4 Reasons Product Launch Marketing Campaigns Fail

by Jennifer Beever on May 1, 2013

short runway to launchIn today’s world of fast-paced and competitive product launches, a marketer’s ability to get attention and attract potential buyers is critical. But many product launches fail to capture the attention of target audiences. Here’s why.

1. Not enough runway to launch

Product launches fail because they don’t have enough runway to get off the ground successfully – entrepreneurs and inventors don’t start the marketing process early enough. The earlier preliminary marketing activities get started, the more impact and success the launch will have. See my previous post on this, Countdown for a Successful Rolling Product Launch.

2. Too few industry connections

Inventors always think, “Build it and they will come.” But, they will be much better off during product launch if they make connections to industry analysts and experts early. They may even provide a little preliminary information about their new product before it’s launched. Today’s social networks make it easier to connect with key people in your industry in advance of the product launch. Read more in my previous post, Why Product Launch Plans Need to Include Social Networking.

3. The wrong messaging for the launch

In a Sales & Marketing Management article 5 Steps to the Most Influential Customer Communications, author Michael Cannon points out that typical product launch plans fail to answer the question of why prospective customer should buy. There is a rush to get slide decks, webpages and other materials cranked out in time for the launch, with not enough attention paid to the needs of the customer. (I believe this happens all the time in marketing, not just in product launches).

4. Lack of a deep understanding of buyer needs, desires and behaviors

The way to create great messaging is to really understand both the market for the product and the potential buyers. For this you need to analyze not just competitors and opportunities but also your buyer personas. What makes your buyer tick? Where does he or she get information? What preferences do they have for learning? What’s important to them? See my post on this, Why B2B Marketing Buyer Personas Rule. Without this understanding, you may have a great message, but if it doesn’t appeal to your specific buyers, it will fail.

When it comes to your product launch, start early, know the right people, answer the “Why?” question, and know your buyers.

If you need help analyzing your market opportunities and buyers for product launch success, contact New Incite today. We provide strategic marketing analysis, marketing planning and implementation of the plans.

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