PUBLISHED ON MAR 29, 2021
The Building Blocks for A Successful Launch
There’s a lot of funding going on right now, and we know lots of launches are on deck for Q2 and Q3.
So what do you need to consider as you’re planning a successful launch, now and for the long game? Here are a few tips to keep in mind.
Get on the same page with messaging
Your initial messaging needs to be clear and crisp when you launch. All executives, investors, team-members, website copywriters and PR representatives need to be on the same page with who you are, who you serve, what your product/solution/platform is —and why you’re different. Even if you may change your positioning at some point — and so many successful companies do— going through a messaging exercise for launch will be critical.
Show how you’re solving a market problem
Companies are “launching” later these days, often packaging the news with any fundraising announcements. To maximize your success, it helps to cite a beta customer or otherwise demonstrate traction. And keep in mind for subsequent releases, the press (and potential customers) care the most about who is using your technology, why and the problem you’re solving.
Get ready for show time
Before the launch, spokespeople need to be designated and media trained. It’s best to pick one spokesperson, whether it’s the CEO or a co-founder. If you have the right PR partner, you won’t need an additional media training budget. They’ll be able to walk you through pointers and common media questions.
Also, make sure the CEO/founder has a strong profile on LinkedIn that is on-message with your new company. Too many rising stars don’t share a compelling story here and it’s often where media, investors and future customers go to vet someone.
Build on the news over time
Company launches (with funding) is always a great news hook. But it’s just the start of your PR efforts. Over time, you can tease out more in-depth product news with the trades and work yourself into business news stories with expert commentary on industry trends, as well as company profile stories, thought-pieces and executive Q&As.
Your launch is a moment in time to be celebrated! Put your best foot forward — but remember that company visibility is a long game. The right PR partner can help successfully position your company and raise its profile as it evolves and matures.
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