How exactly to structure something launch campaign

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
5 min read

How to plan your product launch utilizing the RACE planning framework

You will work during probably the most entrepreneurial eras ever sold. Because of digital media, launching something to a worldwide audience hasn’t been so manageable. Equally, competition hasn’t been as fierce.

Our product launch campaign playbook will show you through the procedure of how exactly to successfully launch your product online.

It considers how to prevent common pitfalls encountered when launching something and how exactly to promote your web launch. These pitfalls commonly involve missed opportunities to attain or persuade your audience through the client lifecycle. This visual shows all of the potential interactions which you can use throughout a product launch over the touchpoints of the client lifecycle. Utilize it as a visual checklist of what’s required.

customer lifecycle - B2C retail

The reason we created our launch plan guide is easy, it’s a standard ‘use-case’ in marketing. All businesses create services or new propositions to improve revenue and interest different audiences. It’s particularly relevant for startups if they first launch.

Planning can help you explore potential opportunities for the launch, define aims and ready your launch timeline.

Creating a campaign plan empowers one to prioritize resources in a logical and effective order.  With something launch, much like so many issues linked to business, when you can arrange for most eventualities, it’s also advisable to arrange for the unexpected.

How to structure your campaign plan

You may know the Smart Insights RACE Planning framework which covers five parts which are crucial outcomes of a marketing or digital marketing plan, they’re Plan – Reach – InterAct – Convert and Engage an audience. Because of this Playbook, the framework is divided into 25 more descriptive activities so that you can review in a checklist format. For every of the 25 activities there we recommend specific actions to take and resources and tools giving additional information.

The five elements of RACE planning can help you:

  • Plan your launch
  • Reach your market
  • Act through encouraging participation
  • Convert by turning casual surfers into customers
  • Engage by turning casual customers into loyal advocates

RACE planning framework - landscape

Plan for the worst

With so many variables, it will be foolish to suggest it is possible to continually be fully prepared for anything. However, by reviewing the risks and defining steps to mitigate them it is possible to stay in charge of each stage of one’s launch, even though the unexpected happens, you’ll prepare yourself to react to it coolly, instead of react on the spur-of-the-moment.

Your vision and how exactly to reach it

Depending on your own intended market, you will have to create a clear all-encompassing vision. Each facet of your product launch vision is supported by way of a substantiating statement.

Example – consumer

To end up being the bestselling maze-building gaming app.

Every maze is founded on highly accurate maps of a few of the world’s hottest actual mazes.

Example – B2B

To end up being the most trusted online small company accounts software platform you can purchase.

Our program has been developed together with all of USA’s top three small company accountancy practices.

Having crafted these statements, it is time to consider ‘how to obtain there’ strategies:

Example – consumer

To end up being the bestselling maze building gaming app.

Every maze is founded on highly accurate architectural drawings of a few of the world’s hottest mazes.


  • Develop brand awareness.
  • Design a social media strategy.
  • Create a viral advertising campaign.
  • Agree budgets, targeting appropriate audience, testing and metrics.

Example – B2B

To end up being the most trusted small company accounts software platform.

Our program has been developed together with all of USA’s top three small company accountancy practices.


  • Build a personalized email strategy.
  • Implement online PR campaign.
  • Create online small company advice platform.

Agree budgets, targeting appropriate audiences, testing and metrics.

What could it be? That are you? Where are they?

You are intimately acquainted with every aspect of one’s new product.  However, exactly the same can’t be said for the prospective markets and audience.  Initially the most crucial of the markets are ‘early adopters’, particularly what your location is launching right into a relatively new product category.

During the initial phase of one’s planning, beyond simply considering what your product is, consider how and where it fits on the ‘radar’ of one’s early adopter marketplace.  That is crucial.  Not merely does it help ensure the features and great things about your product are understood, but importantly, it sends out a sign that helps early adopters distinguish your offering against competitors who may create a similar product.

From the outset, your phased campaigns have to incorporate distinctive messages that assist early adopters justify creating a purchase – whilst simultaneously empowering them to inform others precisely how brilliant your product is, and just why they’re proud to boast being between the first to possess it.

Creating a campaign timeline

Draw up a timeline within the build-up, launch, and post-launch, mapping each stage against benefit messages targeted at specific markets, alongside benchmarks against that you can explain any value propositions against competitors.   Remember that your web (consumers) first concern will be whether your marketing helps them make informed decisions and choices.

When developing your timeline, consider ways to use potential influencers in early stages.  Online, it has far-reaching implications that extend to how and where you promote your product. For instance, which influencer blogs in case you have in your sights?  Think about podcasts and trusted journalist reviews…

Using tracking KPIs to examine audience engagement

It will define launch performance indicators for an agile launch. When launching a fresh product, much like any campaign, you will need to define success criteria, but it’s particularly very important to a fresh product launch since uncertainty means you will have to adjust your approach

Key performance indicators include:

  • Video downloads.
  • Infographic downloads.
  • Brochure downloads.
  • Click Through Rates
  • Volume-based KPIs
  • Total revenue from customers acquired through internet marketing.
  • Cost Per Lead.
  • Customer value.

(Calculated by the common sale per customer x the common amount of times a person buys each year x the common retention amount of time in months or years for an average customer.

Building the choice to update or upgrade something over time can boost your earnings revenue stream).

  • Mobile leads, traffic, and conversions.
  • Social media traffic and conversions.
  • Organic traffic.
  • Landing page conversions.
David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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