product launch plans

Finding your unique market position

Establishing your unique market position can make or break a product launch.

There are a few ways to begin the discussion around your own market positioning. My recommendation is to start by exploring the positioning strategies of your competitors. Take everything you know about your competitors and develop an analysis that shows how each competitor uses their unique features/benefits to project their brand in marketplace.

You’ll find that each organization will focus on different features or benefits, usually in alignment with their own actual or perceived strengths. You’ll want to document statements that summarize the key market message (position) for each competitor and their value proposition, which is generally expressed as savings in time or money or improved efficiency. [Read more…]

Seven ways your own product can shatter your marketing plan

No amount of good marketing will make up for a bad product

In this presentation, I’ll walk you through seven common product issues you can check before you develop or mobilize your marketing plan so you don’t waste time and money on promotions that are destined not to work.

Seven ways your own product can shatter your marketing plan from Michael Passanante

For a deep dive on the seven issues you just read about plus a detailed framework for developing your marketing plan and mobilizing your sales team, get The Product Launch Primer on Amazon now!

Does your strategy reflect your market positioning?

Strategy 101 is about choices: You can’t be all things to all people.
Michael Porter

A small shop once opened across the street from my office. I’m sure, like most small businesses, they put a substantial amount of sweat equity and financial investment into launching their enterprise. There is a simple grand opening banner in front that declares: “Ice Cream, Bubble Tea, Fried Chicken, Phone Cases & More”. Not sure about you, but I rarely shop for phone cases when I take the family for ice cream.

While this may be an egregious example of failing to define a market position, it is not that uncommon for businesses of all types to fall into this trap. The signs and signals of poor strategy and market positioning can manifest themselves in many ways that are not this overt, but just as damaging.

Take a minute to consider these factors which can help you clarify your thinking around market positioning: [Read more…]

Product Launch mistakes to avoid

As with everything, experience is the greatest teacher. Remember these takeaways so you can make your next product or service launch a success!

For the first several years of my marketing career, I kept this Larson cartoon pinned to a billboard near my desk. It served as a constant reminder to love my products, but not so much that I couldn’t see their flaws. It helped me to remain grounded, to be a determined devil’s advocate, and to avoid succumbing to group-think.

However, you don’t always get to pick your assignments and sometimes you find yourself driving the little asparagus truck whether you like it or not. Those times taught me some valuable and often painful lessons. [Read more…]

The Product Launch Primer is coming soon!

Go-to-market stronger, avoid common mistakes, and get your team to go all-in

I’m happy to announce that my first book will be publishing this September. Entitled “The Product Launch Primer”, this book is written for entrepreneurs, marketers at B2B companies, and management in charge of bringing new products to market who want to launch quickly and avoid common errors in doing so. The book explores:

How to evaluate your offering for potential issues that could make your launch stumble
How to construct detailed launch and promotional plans
Strategies to build enthusiasm and knowledge across your business for your new product or service