How to Launch a New Concept (What to do when you\’re First Born)
So youre about to launch something that no-one else has ever done before. How do you go about it? In short, here is what you need to do:
1. Dont rush out a buy a bunch of advertisements.
Advertising is the vehicle that is used to maintain an existing brands profile and there is a fundamental difference between building a brand and maintaining it. The best and most credible way to launch a new concept is through publicity, not through advertising.
2. Do rush out and get yourself a decent publicist.
A good publicist will generate media interest. The best way to get media interest is to hire someone who is well connected to the media you want to target. Normally the media are only interested in something genuinely new so if youre not genuinely new, you might have to do some more work on your concept.
3. Do not focus on your brand - focus on the concept.
The primary consideration when launching a new concept is to promote the concept. Why is this concept better than the old existing concepts? The promotion of the brand is a secondary consideration. After all, your brand is the only one there so by default youre the only brand able to fulfill any purchase of the new concept.
4. Keep reinventing your product before your competition catches up.
I have talked endlessly about this but I will sneak it in one more time to remind everyone. Once you are first, you can stay first by continuing to reinvent your own product before the competition catches up.
Fiona Mackenzie is an experienced senior business and marketing strategist from Melbourne, Australia. She has a MBA and industry experience across telecommunications and professional services and more. Check out her bio and blog archive by visiting www.fionamackenzie.com.au
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