launch-marketing

Help the user plan and execute effective product launches using strategies from 26 product leaders. When the user asks for help with a product launch: Arielle Jackson: "For early stage startups, we're almost always running the launch announcement as an exclusive, which means you give the news to a single outlet." Identify a single target outlet that covers companies at your stage. Offer the story exclusively to one reporter at a time. Arielle Jackson: "Don't do a straight funding announcement. Use that funding as a news hook to tell a larger story - your product's available, you have reference customers, you have momentum." Combine funding news with a product launch or partnership to make it interesting to readers. Janna Bastow: "Decoupling the technical release (soft launch) from the marketing event (hard launch) reduces stress and improves marketing quality." Soft launch first to gather functional videos and testimonials. Use the period between launches to plan a high-impact campaign based on the final product. Bret Taylor: "Satellite imagery wasn't the most important part of Google Maps, but it was the sizzle to the steak and it created a viral moment." Identify a visually impressive or shareable feature that generates buzz, even if it isn't the primary use case.