Designing a Launch
Product launches in the design realm are tough.
Designers are often asked to create launch material (advertising, product announcements, etc.) based on very early market testing or the package design. Unfortunately, this is often before a product’s personality or positioning has been determined and a successful launch requires these to stand out with confidence. The public communication of your launch should honor deep solution-oriented benefits. Expressing the need for your product and turning that into desire can be communicated with great design and the creative way you deliver the information. Your design agency should be brought in when the initial product personality and positioning is being formed. They can help you bring very creative ideas and trend-forward approaches to capture the attention of fickle buyers and targeted consumers.
The following are some strategies and tactics we like to employ:
Consider a pre-launch. These can be executed without alerting the competition and can cause some really good commotion about a secret new solution. There is some research that indicates you should be marketing toward the problem your product will solve before the launch.
We can also bring the product to social networks and capitalize on friends sharing information. There’s nothing like a great scoop to get people talking on Facebook and Twitter.
Some great product launches have really had fun with their approach. Mailings to buyers and store managers should be very “out-of-the-box.” They are a tough crowd and very, very busy. Simple, yet clever delivery techniques and stunning visuals can really get their attention.
Small budget? You can reduce all printing costs by going electronic.
Capturing the consumer will be much more targeted when your design agency knows the subtleties of your messaging. Samples that capture your consumer’s attention and drive them to action have a better chance when your agency knows how to communicate the essence of your messaging in quick and stunning imagery and words.
Another out-of-the-box approach is investigating the antonym, or opposite, of your goal. Artists will often turn a painting upside down to see errors or new compositional possibilities for their work of art.
At Go East we always look forward to opportunities to get involved early on so we can help our clients in telling their NEW story in a successful launch.

Like











National Geographic has created a 