When launching a new product, marketers often get caught up in the tactics and timing. But the real key to success is something more fundamental: the message.
A strong product launch campaign consists of three core components – the message, the launch date, and the ongoing campaign activities. As Jim Kreber, CEO at Kreber, explains, “While all are necessary, the message stands as the most critical element that must drive everything else.”
The message is what gets across your full value proposition – not just what the product is and does, but why it matters to your target audience. This foundational element is critical in setting the tone and direction for all customer-facing materials, from launch day through the entire campaign lifecycle.
“Without a clear, compelling message,” Kreber said, “even the most innovative product can struggle to find its market.”
What makes a great product launch message? Three key attributes stand out. First, it must be ownable – something that authentically connects to your brand while moving it forward. Consider Dove's groundbreaking Real Beauty campaign. Their message about celebrating real women made perfect sense coming from a mass-market brand focused on everyday consumers. The ownership of this message helped drive both brand awareness and product sales.
Second, effective launch messages balance the expected with the unexpected. Take Glossier's launch of their "Glossier You" fragrance. While beauty brands commonly release fragrances, Glossier took an innovative approach. Rather than focusing on traditional fragrance notes, they positioned the customer as "the final ingredient," making each person's unique chemistry part of the product experience. This unexpected twist on a familiar product category helped drive sales, with 25% of customers purchasing without sampling – remarkable for a fragrance.
Finally, great messages contain an element of shareability. They give customers compelling reasons and easy ways to spread the word. Allbirds masterfully demonstrated this with its "world's most comfortable shoes" campaign. This bold yet simple claim became instantly repeatable, spreading through word-of-mouth and media coverage to help establish their brand.
By focusing first on crafting a message with these three attributes, marketers can build a stronger foundation for their product launches and drive better results throughout the campaign lifecycle.
Interested in getting more out of your product launches? Kreber has the playbook to make it happen. Reach out to learn more!
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With more than 100 years of experience, we’ve built a reputation for our hard work and dedication to driving positive outcomes for retail and B2B clients. As an independent marketing agency with a history of thinking ahead, we help you connect with customers, from print and digital marketing to social media content and everything in between.
