Keys to a great launch

Amplifying a launch comes down to how much time, effort, and care is invested in communications planning.

Up front.

Success comes down to three areas... 

Know thyself

Too often, this step is overlooked. Your organization needs clear definition and direction, particularly when you're in launch mode and asking for your audience’s curiosity.

A new brand, for example, must do more than simply stand out. Its launch communications must answer why people should invest the time to learn more.

Know thy audience

We all know consumers are bombarded with ads each day, a growing number of households are cutting their cable, and many people have multiple screens going at the same time.

This can be perceived as a barrier or an opportunity. Audiences consuming traditional media are more engaged with the content. Modern social tools empower those to share their latest discoveries with their network. Finally, with digital so prevalent, word of mouth in honest human interaction becomes the ultimate trump card.

There’s an audience that wants to hear what you have to say, but you have to find where they already are. Then deliver a message that resonates.

Know thy message

Most people understand the need to condense a story to the proverbial elevator speech. But can you deliver your message in an online video within 30 seconds before a third of viewers drop-off? How about during the 15 seconds roughly half of visitors will spend on your website? Or the handful of seconds during an interview clip for a news broadcast?

Clear, concise, compelling messages are important, but choosing which to use, when, and (perhaps most importantly) how can unlock success. Launch communications requires broad, creative thinking while staying focused on the details to ensure consistency across platforms in ways to remain relevant to audiences.

Improving the effectiveness of your introduction requires strategic foresight, multi-channel integration, and expert execution.

Amplifying your launch can lead to greater returns, attract advocates, and drive engagement. But you need to start working on it.

Now.