You love your brand. You live your brand. And you wish others would, too.
But while you’re the center of your own world, you’re not in the world of your customers. Not yet, at least. Because you have to earn your spot.
So how do you do it?
It starts with creating a connection. Your aim is to own a unique and meaningful place in the mind.
And how do you do that? It starts with a singular, consistent positioning. It takes dedication and discipline to do that. Pick the one thing you want to be known for and create everything around that central idea.
Next, you need to get emotional. Just screaming I’m reliable! or I’m efficient! isn’t going to cut it—even if you are those things. Move past the facts and figures and get to an emotional appeal. Because emotion drives motivation. And motivation drives behavior. Plus the higher on the emotional ladder, the more universal your positioning can be.
Doing these two things will be your competitive advantage. It’s your best chance to occupy an essential place in your target’s mind. And being there, well, that changes everything.
Stop us if you’ve heard this one before.
You’ve got a new product to launch. You spend months, maybe more, preparing and planning. Scrutinizing every detail and nuance. You’ve invested a whole lot of your team’s collective effort getting ready for the market introduction.
You count down the days. Your ducks? They’re in a row.
Then The Big Launch Event™ comes.
And then? Well, let’s just say the rocket launch you hoped for is more of a fizzle.
Chances are good that you put all your effort into preparing for an event. A finite thing.
But that’s not how a launch works. Because launch is a verb, not a noun.
Viewing launch as a noun is short-term thinking. It implies a date or an event. But successful launches require a more long-term, comprehensive approach. It’s not a thing that happens. It’s something you do with discipline and collaboration.
Because launching is a process that demands cross-functional teamwork to aim, align, and, ultimately, build momentum. Launching isn’t the sole responsibility of marketing. Many disciplines need to work together in lockstep to coordinate efforts before the product goes live—and continue to collaborate after the product is in the market.
So next time someone at your company talks about launch day, caution them on the dangers of that short-term thinking and planning, and set their sights on a long-term approach.
Follow along with our Rocket Fuel series to get some more tips on how you can make the most out of your product launches.
Launching a product or service is important. That’s not exactly groundbreaking info. But how important? A cross-industry study found product launches account for 50% of revenue and 40% of profit. As those numbers continue upward, so do failure rates. Another study showed nearly 9 out of 10 launches fail to meet forecasts.
Given their immense and growing importance, why do so many launches fail?
The short answer is they’re hard.
The longer answer is more complicated. There’s the ever-expanding, hypercompetitive global marketplace. Complex internal networks with multiple touchpoints and differing—sometimes competing—priorities. And then there’s the rapid pace of innovation that can turn “the next big thing” into tomorrow’s old news before launch even happens.
So what’s a smart marketer to do? How can you ready yourself with a plan that honors the importance and complexity—and sets you up for a successful launch?
Answer: Get some Rocket Fuel.
In our Rocket Fuel series, we aim to share what we’ve learned over almost 3 decades helping to propel some of the most successful brands and products. We’ll keep it short and digestible because you don’t have time for long-winded launch sequences. And they’re loaded with tips and ideas you can implement today.
We hope you’ll join us for the ride.