Product Launch Checklist

Sales and Marketing Success. It’s Beyond Design. www.brandpro.info

Go-To-Market Strategies Product Launch ChecklistThanks for requesting the Go-To-Market Product Launch Checklist. At Brand Profility we know that launching a product or service—whether it’s a new version or an entirely new concept—can be a complex, and often overwhelming process. We hope this checklist and associated timeline will help make your launch a little less so.

How We Can Help

If you require more assistance, Brand Profility offers a complete line of marketing and sales consulting services to help with your launch.

Product/Service Marketing Strategy A Product Marketing Plan or Service Marketing Plan establishes the goals and requirements of your offerings and successfully introduces those new offerings to the market, including:

• Dening and documenting product or service scope, requirements, release schedule, positioning, naming, pricing, packaging, distribution, and evolution

• Designing and producing launch materials • Planning launch and lead generation events, and

follow-up activities

Promotional StrategyA comprehensive Promotional Plan increases familiarity with your organization and its offerings. Each promotional element is evaluated and included after careful consideration of your company’s evolution, target markets, budget, and timeline, and includes:

• Creating high impact advertising campaigns through appropriate media outlets

• Developing direct mail campaigns and telemarketing efforts• Designing point-of-purchase elements for retail placement• Writing newsletters and producing contests to generate credibility

and excitement

Public RelationsA well-designed Public Relations Strategy helps you target the right publications, deliver the right message, and schedule releases that reinforce other elements in your marketing mix. This effort includes:

• Writing and producing press releases and press kits • Designing a release schedule targeted toward appropriate media • Investigation of alternate PR activities, such as speaking

engagements and award strategies• Management and coordination of Media Relations

EventsBrand Profility guides you through the complex world of event management, working with you to develop and implement a solid Event Plan, including:

• Selecting events targeted towards your specic market • Establishing stafng, materials, and booth preparation to

maximize your presence and lead generation at the events

ResearchWe help you understand the dynamics of your market by conducting either wide-ranging or targeted market research, including compiling a Market Analysis Report on competition, market trends, and customer satisfaction and preferences.

About Us

Brand Profility is a sales and marketing consulting rm that works with companies and organizations to develop and implement successful strategies. Based in Orange County, CA, we want to become your most trusted local resource for meeting your sales and marketing goals. Brand Profility specializes in teaming with small to mid-size companeis that do not yet have full-scale sales and marketing departments, and established companies taking on strategic efforts that require more than their current sales and marketing staff can handle.


Product Launch TimelineTypical timeline and deliverables associated with a successful product launch.

This timeline and checklist cover the key activities and deliverables related to launching a new product or service, including those for both direct and channel sales. Your particular efforts may encompass more or fewer items than are represented here. Note that conceptualization and development of your product is a longer process that happens prior to this planning. At the point of launch planning, your offering should have been prototyped, market tested, and be nearing the end of its development cycle. Operations and other functional groups should be following their own plans and tracking with you toward a successful launch. Brand Profility wishes you the best of luck with your launch!


Product Launch—Marketing ChecklistUse this checklist to track your product launch. Enter dates and check off items as you make progress. Use the blank rows to add your own objectives and deliverables. Categorized by the 5 “P’s” of marketing—Product, Packaging, Place, Price, and Promotion, this checklist will help keep your project launch on track.

PRODUCT DUE DATE RESPONSIBLE COMMENTS

Positioning

Product Name

Descriptions (25-, 50-, 100-words)

Prospect Prole

Five Main Messaging Points

Demos

Demo(s)

Demo Scripts

Development

System Requirements

Product Documentation

Assemble Beta Sites

Beta Release to Production

Beta Release to Test Sites

Product Release to Manufacturing

NFR Copies of Product Available

Product Finished Goods in Inventory


PACKAGING DUE DATE RESPONSIBLE COMMENTS

Part Numbers and BOM (Build of Materials)

Packaging Artwork

Packaging Production

Product Launch—Marketing Checklist (Page 2 of 4)

PLACE DUE DATE RESPONSIBLE COMMENTS

Distribution Strategy

Channel Selection

Distributor SKU (Stock Keeping Unit) Request

Sample Packaging to Channel Buyers

Retail Channel Promotion and Rollout

PRICE DUE DATE RESPONSIBLE COMMENTS

Competitive Pricing Report

Pricing Determination and Sign-off

Price Sheets



Collateral

Product or Service Overview Brochures

Technical Overview

Audience-specic Datasheets

White Papers

Sales and Marketing Training

Product or Service Overview Brochures

Technical Overview


Sales Guide

FAQ

Customer Stories

Presentation (PPT) with Script

Competitive Analysis—Final

New Features and Technologies Overview

ROI Calculator

RFP Guide

Analyst and Customer Reference Database




Press and Analyst Relations

Product or Service Fact Sheet

Reviewer’s Guide

Analyst Tour

Pitch Press Tour

Press Tour

Company Backgrounder

Press Release Announcing Product

Speaking Engagements

Screen Shots

Lead Generation

Promotional Strategy—Final

Introductory Pricing/Giveaways

Advertising Placements

Direct Mail Campaign(s)

Trade Shows

Seminars

Web Site Update

Documents

Product Launch Checklist