2. IntroductionThe successful launch of a B2B product or service requires more than an excellent concept. It requires an effective strategy and an implementation plan.This webinar will cover: The five steps to take pre-launchThe key elements in positioning and messagingHow to leverage the social web to gain exposureHow to create pre-launch, launch and post-launch excitement How to measure the effectiveness of your launch campaign

3. You’ve invented a better mousetrap – now what?

4. The Top 5 Pre-Launch StepsSep #1: Get Your Positioning RightUnless you properly position your product, no one is going to careDon’t put all the focus on features – those are secondary – focus on the benefitsPlay up needs that your product will meet, or problems it will solveBe prepared – have your key spokespeople well schooled in facts, features, benefits, etc.Be here now – make sure you’re available to respond to any media inquiries

5. Step #2: Define the AudienceWho are the target buyers?Where do they hang out? Twitter? LinkedIn? Blogs? Pubs?What is important to them?What drives their purchases?Who are the influencers? Who can help get your story told in the media?Do you have (happy) beta customers? If possible, line them up ahead of time for inclusion in media outreach

6. Step #3: Develop Collateral In Synch With Your AudienceIdentify the messages that will resonate most with your audienceKeep the messaging consistent across all collateral materialsDetermine how best to tell the story: demos, visuals, webinars, case studies, (if beta testers), video, etc.Are there any cultural issues to consider (region, country, etc.)?

7. Step #4: Line Up and Prepare Your SpokespersonIf possible, choose someone with media experienceIf not, take advantage of media coaching services – do media role-playing, mock interviews, scenarios, what ifsDetermine ahead of time what is within the scope of media conversations, and what is out of boundsHave the spokesperson well versed in all product knowledge – sit him/her down with a product engineer or other in-house expert

8. Step #5: Develop an Effective Announcement StrategyDetermine the most effective vehicle or vehicles to trumpet your product: press release, bloggers, social mediaOffer an exclusive to a key, influential reporter or editorHold a series of pre-launch briefingsMake embargoed version of the release available to a select group

9. Best Practice: How to Go from AnonymityTo Fame in One TweetRead all about it here in Fast Company magazine: http://www.fastcompany.com/blog/wendy-marx/brand-u-wendy-marx/draft?partner=leadership_newsletterIn the recent past, when major news broke, bloggers would follow suit after the mainstream media, but this pattern is reversing itselfThe recent death of Sen. Edward M. Kennedy is a prime example: first reported on blogs, then mainstream mediaEven if blogs are simply “regurgitating” what they picked up from mainstream news sources, you can still create an effective “echo chamber” for your product news by getting pick-ups in key blogs

10. Best Practice: Take Advantage of As Many Low-Cost/Free PR Tools As PossibleFree services like PR Leap and PitchEngine will get your release into the main search engines (Google, Yahoo, MSN, AOL)Use the for-pay distribution services (PR Web, Marketwire, etc.) sparingly, weighing “news value” in the decision process Use your customer and prospect list as a marketing machine – sent them a note about your product news with a link to your releaseBe sure to copy/paste your news into the body of the e-mail; spam filters hate attachmentsSend a note on your product news, with a link to the release, to all your online groups/friends as appropriate (LinkedIn, Facebook, Twitter, etc.)

11. Best Practice: How To CreatePre-Launch ExcitementDevelop a teaser campaign; seed LinkedIn/Twitter/RTsBrief key analysts/influencersDevelop a landing page with an offer/demoCreate a thought leadership video; post on YouTube, Viddler/VimeoOffer exclusive to key media outlet

12. Best Practice: How To CreateLaunch ExcitementSend a press release to targeted media. Research who has written about similar products/services.Include a quote from an analyst firm or other key influencer and a client quote if possibleBlog about your launch; comment on high-profile blogsAnnounce your launch on Twitter/LinkedIn/FacebookCreate links in your release to white papers, demos, video podcastsEmail clients/prospect list. Create a special offer

13. Best Practice: How To CreatePost-Launch ExcitementSend a note to your customer/prospect list including links to any media pickups or mentions of your product newsToot your own horn: Talk about the success of your launch on Twitter, Facebook, LinkedIn, etc.Consider a follow-up release with client success or case studyCreate a video or podcast including client testimonials – nothing sells your product like a happy customer

14. Best Practice: Measuring the Effectiveness Of Your Product Launch CampaignCreate a separate landing page for your new product, so it’s easy to measure web trafficProvide something of value as a vehicle for capturing downloads: white paper, offer, demo, etc.Use analytics (Google, etc.) to determine the sources of the web trafficMeasure Twitter “retweets,” as well as comments posted online about the launch

15. Questions and AnswersThank you for your timeMarx CommunicationsWendy Marx, 203-445-2850wendy@marxcommunications.comMichael O’Brien, 203-377-4047michael@marxcomunications.comwww.marxcommunications.com