Launch
What is a launch?
A launch refers to the planned and timed introduction of a product, service, campaign, or website. Depending on the context, the term can be translated as “start” or “introduction.”
In a branding context, a launch is more than just the start of sales. It is the moment when an offering becomes visible, when the brand promise can be experienced for the first time, and when the target audience is prompted to engage with it or take action. Different objectives may take center stage: awareness, market positioning, lead generation, revenue, or growth.
Furthermore, a launch doesn’t begin on the day of release. Competitive analysis, market research, brand strategy, and communication efforts lay the groundwork well in advance to ensure that a product or service enters the market at the right time and with the right message.
The Three Phases of a Successful Launch
A launch can usually be divided into three phases. These phases overlap and should be planned together from the very beginning.
Pre-Launch: Building Interest
Before the actual launch, the target audience, market, and competition are analyzed. At the same time, awareness of the upcoming offering is generated, for example through teasers, countdowns, waitlists, exclusive sneak peeks, or collaborations with influencers and partners.
This phase is about sparking interest and building anticipation without giving away all the information just yet.
Launch: Making the Offer Visible
During the launch phase, the offering is officially introduced and promoted through the relevant channels. These may include the website, landing page, social media, PR, email marketing, events, or ads.
It’s important that the individual measures work together and that the desired action is easy to take. Functional landing pages, clear information, and accessible customer service are therefore just as much a part of the launch as the campaign itself.
Post-Launch: Evaluate and Refine
After the launch, the offer’s reception is evaluated. Buyer behavior, customer reactions, and inquiries provide important insights for further optimization.
Metrics such as reach, conversion rate, revenue, and leads generated show which strategies have been effective. Retargeting can also re-engage people who have shown interest but haven’t taken action yet. The insights gained from this are incorporated into ongoing communication and future launches.
What types of launches are there?
Depending on the goal, product, and market, different launch models may be appropriate:
Soft Launch: The product is initially introduced in a limited market or to a select group. This allows for feedback, real-world testing, and adjustments before the product is launched to the broader market. A B2B example would be a new time-tracking tool that is first tested by a small number of existing customers.
Hard Launch: The offering is introduced immediately and on a large scale, accompanied by a broad-based marketing and communications campaign. This model is suitable when the goal is to quickly generate significant attention and reach.
Pre-order or beta launch: Customers can purchase or test an offering before the official launch or delivery date. This allows you to gauge demand, help fund development, and gather early feedback.
Live Launch: The offering is available only during a specified time period. A limited sales window can increase attention and create a sense of urgency, for example, for a limited-edition collection or an exclusive event.
Evergreen Launch: The offer remains available indefinitely, but the onboarding process is automated and occurs over time. After signing up, interested parties receive, for example, a series of informational materials, offers, or webinars.
Which model is right depends, among other things, on the target audience, the offering, the distribution channel, and the desired impact. While a soft launch primarily provides security and opportunities to learn, a hard or live launch focuses more on reach, momentum, and short-term attention.
A launch provides the initial momentum for the market. The subsequent rollout ensures that the offering or brand is implemented permanently and consistently across all relevant touchpoints.