Product Launch Strategy

When it's time to launch a new product, it's important to have a phenomenal launch plan and great execution. Walker Sands is adept at assisting you in structuring your launch plan and implementing the tactical steps that are essential to a successful launch.

We have experience launching new products that create an entirely new market, launching products that take our clients into an existing market for the first time, and extending or improving product lines in our clients' current markets.

What We Do For You

We provide our clients with advice and counsel (and good old roll-up-our-sleeves hard work) concerning all aspects of the launch strategy, including:

• Concept Development and Testing. Prior to your launching the product, we assist with concept development and testing. In some cases, we get involved at the earliest stages of the process, helping you to source new product ideas from your customers, competitors, employees, and industry analysts. In other cases, we help you to refine and test a new product concept that you've decided to pursue, testing whether prospective customers understand and value the new offering and providing valuable feedback that can iteratively enhance your product's features.
• Marketing Strategy and Positioning Development. We assist with defining the marketing strategy and product positioning. We define the key positioning messages for the product. Who is the target market? Why should customers be interested? What differentiates this product from other competitive offerings? Why should the media pay attention to your new offering?
• Launch Communications Plan and Execution. We define the communications plan for launch. Tactical elements may include a phased rollout to select customer groups or geographic areas; creation of compelling product packaging; preparation of press releases; conducting a press tour or product demonstration at a trade show hospitality suite; submitting the new product for various industry awards; and writing collateral materials for customers and internal training materials for your sales force and channel partners. We are skilled in assisting you with all of these components of an effective commercial launch.