Launch control

“Houston, we have lift-off” – launch events with precision

NASA provides a great example of a precision launch event. Every time a Saturn V Rocket successfully launched an Apollo spacecraft past our earthly bounds it was worth a celebration. Its success, however, was attributable to the even greater deal of work, effort and resources that went into planning that amazing feat.

A successful launch is much more than a party to introduce a new product or service.

A successful launch needs careful thought given to exactly how best to introduce the product or service to media, opinion leaders, dealers, clients and staff.

The automotive and personal technology industries are amongst the most intensive launchers of new products. The constant flow of new models and technologies not only introduces consumers to new and improved goods, it also keeps the commercial wheel of regular customer update turning.

Auto and technology makers walk a well-trodden path of building anticipation and desire to convince consumers they must have the latest release of car, phone or device.

Leaks, design studies, “spy shots”, sneak peeks, non-official testing pictures, analyst and industry writer briefings and launches are all part of the product and service introduction tool kit.

Companies such as Apple are masters at building the ‘fervour for the new’.  The eventual clamour for first purchase is managed to create a religious experience for true enthusiasts.

Stage-managing the entire process may be out of the scope of local subsidiaries. However, making sure the key local audiences are exposed to the right message and the optimum first product experience is a vital part of the process.

The sugar-hit image of celebrities with your product splashed in the gossip columns will soon fade. The true sweet spot is launching an ongoing appreciation of your offering that creates the target audience’s genuine desire for ownership and brand buy-in.

Want to learn more? Visit RMKA Launch Control


John Kananghinis

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