Launches
Quote: “Trainer Communications is known for our stellar launches. Successful company and product launches have secured long term client referrals from the VC community and repeat customers throughout Trainer Communications’ history.”
What is This Section About?
This section of TrainerU provides an outline of how to effectively prepare for and schedule a client launch.
Why is This Section Important?
Client launches leave a lasting effect on a customer’s financial momentum. Successful company launches are essential for additional fundraising rounds from the investment community. Product launches provide opportunities to cement a client’s product against an increasingly competitive marketplace.
Top questions to consider:
Below is a list of activities to
Brief Analysts (before you brief reporters)
Define Media Segments
Research the Media
Identify Media Targets
- Affiliated with industry publications
Next Steps
- Target one or two for contributed articles
1. Industry overview
2. Op-ed
3. Technology basics
Coverage Goals
- Briefs on product
- Inclusion in multiple-company features
- Syndication
- Contributed Op-ed
- Contributed article
- Agreement with reporter to revisit news
1. When referenceable customer is available
2. When product has been field-proven and shows traction
3. When the reporter is writing on the topic
Day of Launch
After-Launch Opportunities
- If "no go," explore options
1. Contributed article
2. Revisit later to provide customer
3. Participation in planned industry story
4. CEO interview
5. Guest columnist
6. Trendjack
Timing: Launch During a Conference or Show
Help Me Help You: Consider the following when contacting reporters
Conclusion
The key to any good product launch is to think like a Boy Scout--BE PREPARED. A successful product launch typically takes about 8 weeks. You want to start off with a timeline (see example below) that outlines activities on both the agency and client side. Follow this timeline as a general rule of thumb for when to get started on activities. They are spaced out in a way that will keep your activities on track and completed in time and in order to make your launch successful. Remember to make these timeline agreements with your team and client up front and then stick to it. This timeline will become your blueprint for the launch and refer to it daily. If for any any reason you think that the launch expectations will not be met, alert the client immediately - DON'T WAIT! It's best to reset expectations ahead of time so there are no surprises for the client post-launch.
What is This Section About?
This section of TrainerU provides an outline of how to effectively prepare for and schedule a client launch.
Why is This Section Important?
Client launches leave a lasting effect on a customer’s financial momentum. Successful company launches are essential for additional fundraising rounds from the investment community. Product launches provide opportunities to cement a client’s product against an increasingly competitive marketplace.
Top questions to consider:
- How are we going to make an impact?
- How are we going to create follow-on opportunities?
- How are we going to make our metrics?
Below is a list of activities to
Brief Analysts (before you brief reporters)
- Create an outline of contents and send to clients
- Edits client's presentation
- Hold briefing with a "friendly" analyst
- Revise presentation as needed
- Briefing top 3 analysts
Define Media Segments
- What is the client's market category?
- What does the client produce?
- Whom does the client sell to?
- What other market segments are affected?
Research the Media
- Review current reporting on the topic
- Review competitor coverage
- Identify key topics and trends
- Address key topics and trends in all materials (i.e.- pitch, release, blog)
Identify Media Targets
- Mainstream industry publications
- Vertical publications
- Bloggers
- Affiliated with industry publications
- Newsletters
- Top 20 US dailies
- Relevant business journals
- News aggregate sites
- Determine if quantity of targets supports metrics for the launch
Next Steps
- Identify Tier 1 Targets
- Target one or two for contributed articles
1. Industry overview
2. Op-ed
3. Technology basics
- Brief reporters and editors
- Explore syndication opportunities
Coverage Goals
- Primary
- Briefs on product
- Inclusion in multiple-company features
- Syndication
- Secondary
- Contributed Op-ed
- Contributed article
- Agreement with reporter to revisit news
1. When referenceable customer is available
2. When product has been field-proven and shows traction
3. When the reporter is writing on the topic
Day of Launch
- Perform a coverage sweep
- Email release to prebriefed analysts and editors, with personalized intro
- Blast release with set-up message to relevant analysts, media, bloggers
After-Launch Opportunities
- Follow up with pre-briefed reporters who have not written
- If "no go," explore options
1. Contributed article
2. Revisit later to provide customer
3. Participation in planned industry story
4. CEO interview
5. Guest columnist
6. Trendjack
Timing: Launch During a Conference or Show
- Brief analysts: 4 and 3 weeks ahead under embargo
- Brief media: 2 and 1 weeks ahead under embargo
- If reporter does not honor embargos: Day of launch and after
- Brief attending media: At show
Help Me Help You: Consider the following when contacting reporters
- Would like to know what you're working on...
- What can I provide?
- How can I be of service?
- Tell me more...
- Read the reporter's articles
- Local reporter- take them out for coffee or lunch
Conclusion
The key to any good product launch is to think like a Boy Scout--BE PREPARED. A successful product launch typically takes about 8 weeks. You want to start off with a timeline (see example below) that outlines activities on both the agency and client side. Follow this timeline as a general rule of thumb for when to get started on activities. They are spaced out in a way that will keep your activities on track and completed in time and in order to make your launch successful. Remember to make these timeline agreements with your team and client up front and then stick to it. This timeline will become your blueprint for the launch and refer to it daily. If for any any reason you think that the launch expectations will not be met, alert the client immediately - DON'T WAIT! It's best to reset expectations ahead of time so there are no surprises for the client post-launch.