POST-LAUNCH
•
Continue to gather
and syndicate fresh
user-generated content
10–14 DAYs
6 MONTHS POST-LAUNCH
• Monitor product sales
to measure success
• For future launches, dial in on the most cost-effective product launch elements and cut back
on less effective ones
IMMEDIATELY POST-LAUNCH
• Monitor reviews and
social engagement
• Tweak marketing messages based on customer feedback
• Share customer feedback with product team
•
•
All channels go live
Product made available
for sale with reviews on day one
Launch
•
•
Launch teaser activity
on social media
Pre-sell products exclusively via social channels
2–3 days
Work up and sign
off on asset
Hand over assets to channels to prepare
for launch
•
•
1 month
• Run countdown activity across website and
social media
• Invite people to
sign up for alerts
10–14 DAYS
• Write pre-embargo
announcement of
product launch
6–8 WEEKS
2 months
•
•
Post product and
copy sign off
Brief in channels with required assets
•
3 months
Identify key features to showcase in marketing message
Start all channel planning
4 months
•
•
• Launch sampling campaign
• Get product samples out to consumers
• Start generating reviews and images and make content available to retailers
• Use feedback to improve product pages and launch materials
• Use reviews in marketing (packaging, ads, emails, and
social media)
2–3 months
3–6 months
• Distribute
product to brand
ambassadors to trial
• Sign off on creative
5 months
6 months
•
Brand creative concepting
6–12 months
• Brainstorm product launch with relevant teams
• Start planning launch activity and sampling program/schedule product availability dates
• Communicate with
retail partners
PRE-LAUNCH
Begin media planning
POST-LAUNCH
•
Continue to gather
and syndicate fresh
user-generated content
10–14 DAYs
6 MONTHS POST-LAUNCH
• Monitor product sales
to measure success
• For future launches, dial in on the most cost-effective product launch elements and cut back
on less effective ones
IMMEDIATELY POST-LAUNCH
• Monitor reviews and
social engagement
• Tweak marketing messages based on customer feedback
• Share customer feedback with product team
•
•
All channels go live
Product made
availablefor sale with reviews on day one
Launch
•
•
Launch teaser activity
on social media
Pre-sell products exclusively via social channels
2–3 days
Work up and sign
off on asset
Hand over assets to channels to prepare
for launch
•
•
1 month
• Run countdown activity across website and
social media
• Invite people to
sign up for alerts
10–14 DAYS
• Write pre-embargo
announcement of
product launch
6–8 WEEKS
2 months
•
•
Post product and
copy sign off
Brief in channels with required assets
• Begin media planning
3 months
Identify key features to showcase in marketing message
Start all channel planning
4 months
•
•
• Launch sampling campaign
• Get product samples out to consumers
• Start generating reviews and images and make content available to retailers
• Use feedback to improve product pages and launch materials
• Use reviews in marketing (packaging, ads, emails, and
social media)
2–3 months
3–6 months
• Distribute product to brand
ambassadors to trial
• Sign off on creative
5 months
6 months
Brand creative concepting
•
6–12 months
• Brainstorm product launch with relevant teams
• Start planning launch activity and sampling program/schedule product availability dates
• Communicate with
retail partners
PRE-LAUNCH