up to the sky launching a new product - part 1 - structure - teasing - launch - post launch
DESCRIPTION
Launching a New Product - The Easy Way - How to build a good and lasting product - Teasing (How to prepare the ground) - CommunicationTRANSCRIPT
UP TO THE SKY LAUNCHING A NEW PRODUCT
is proud to announce…
ARE YOU READY TO pARTY?
Farhad Alessandro Mohammadi
PART 1
WHAT DOES LAUNCHING A NEW PRODUCT mean ?
The introduction of a new product is like a shock for recipients . We should take into consideration that changes are usually perceived as concerning. So, it's suggested to introduce any change naturally, as it was the SIMPLEST, MOST NATURAL AND MOST COHERENT evolution of the product it self.
WHAT DOES LAUNCHING A NEW PRODUCT mean ?
Which are the steps to follow?
How could we prepare the ground?
THE NEW PRODUCT LAUNCH & THE THREE STEPS
Step 0 – The Structure
Step 1 – Teasing
Step 2 – Launch – the actual product distribution
Step 3 – Post-Launch – Keep up the good work
Step 0 – The Structure
A great product must be:
● concrete ● well communicated ● appealing ● saleable ● lasting
May this chart be at your disposal
Substance
Your product/service must:
● Be Different (in a useful way)
● Be innovative
● Catch the attention
Communication
Your message has to:
● reach the target
● be clear and simple
● go straight to the point
Appeal
● need or desire. Be unique
● competitive advantage. Be the best
● security. Be reliable
● weaknesses: accept you cannot win all the battles
Saleable
Your product/service must
● be easily found
● have a good rate price/opportunity (is it worth the hassle?)
● be in the right place at the right time
Lasting
To keep your costumers you have to
● honor your commitments
● be coherent with the path you opted for
● take the long view
Teasing: provoke, bother and torment. It's the play and courting phase.
Nothing ventured,nothing gained.
These campaigns are intended to catch the attention and the curiosity of the audience, without a clear message in it.
Phase 1 - Teasing
Stimulate curiosity
Give hints
Reveal some news and disclose the backstage
Build an élite of first followers: they'll be your promoters
Phase 1 - Teasing
LUM University, Bari, Italy:
Cloverfield
Samsung Galaxy S4
Teasing examples
CONTACTFarAhead ConsultingVia Po,52 Torino011 196 664 59
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