product launch is a campaign
Campaign: “a systematic course of aggressive activities for some specific purpose”
Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected?
The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose.
Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations?
Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different.
For your next product launch define the Specific Purpose of the launch. Define the metrics you will use to track the progress toward the Specific Purpose. Then establish the degree of Aggression that is needed to achieve the Specific Purpose. Only then will you be in a position to plan your attack.
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