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From automotive ignition technology to connected home security at CES, Airfoil has helped launch hundreds of new products across a variety of industries.  

No two product launches are the same, but they all share many things in common: It takes an incredible amount of strategy, planning, creativity and time to drive a successful launch.    

Airfoil starts with a phased product launch program designed to impact business results. Our efforts begin well before launch and continue long after launch day, driving media coverage, product reviews, influencer programs and product sales:  

  • Phase 1 – Pre-launch buzz-building 
  • Phase 2 – Reviewer and influencer seeding 
  • Phase 3 – Launch 
  • Phase 4 – Sales-driving momentum 

Each of these phases represents a special recipe of competitive research and analysis, communications strategy, media strategy and coverage analytics.  

The most important phase is the one many companies rush through: building pre-launch buzz. Here are five considerations to work through prior to any launch to ensure your product launch communications plan is set up for success. 


The process begins with taking an honest look at the significance of your new product. You should assess how compelling your new product will be to the external world, expert reporters and product reviewers -- not just to your company and its internal stakeholders. Significance is essential as you develop your launch strategy and determine the level of investment you will spend on its launch.

Key questions to ask: 

  • Will this product be a significant new introduction to the market, or is it essentially similar to already established products? 
  • What are the competitive advantages of your product in the current market? 
  • What are the weaknesses of other products in the same category, and does your product address those issues? 
  • Is your company a challenger brand, the market leader, or are you setting out to create an entirely new category? 
  • What are the business objectives of your product? 


Before you get ready to unveil your new product, do your research to get inside the heads of potential buyers. Understand what will be most exciting to them, which features provide true competitive value, and what reviewers and buyers may criticize about your product. This research will inspire meaningful and impactful product messaging that will resonate. By understanding where your product may fall short, you can proactively develop messaging to neutralize critiques before they are printed.

Key questions to ask: 

  • Who are the audiences for your new product?  
  • What is the short “elevator pitch” for your product? 
  • Does your product messaging stand out in the competitive landscape?  
  • Will you target existing customers, or can it help you grow your customer base? 
  • What are the relevant industry trends and forecasts that this product aligns to? 

Media strategy

Media strategy – just like media itself – has evolved dramatically. The good news is that there are more coverage opportunities than ever for product announcements and reviews across traditional and social media. However, it also means that there’s a lot more research and planning to do in order to tailor your outreach to every reporter and influencer. Identifying these people early and understanding their points of view can allow you to craft customized story angles and approaches to capture their attention. For those you may not know well, it’s important to reach out with an introduction and some background on your organization. 

Key questions to ask: 

  • Who are the most important reporters, influencers, and analysts?  
  • Would you consider exclusive coverage of your product from a high-impact reporter or outlet? 
  • What is going to make them care about your product on an individual level? 
  • Are there paid media and sponsorship opportunities that can help you boost product awareness? 


If you’re relying on a simple press release and a stock image, you’re doing it wrong. Visually engaging, high-quality images and videos are a must-have, and you’ll need to provide access to executives and subject matter experts for media interviews. Reporters should have an opportunity to test and demo your new product for themselves – ideally at an awesome product-announcement or launch event. Help make covering your product launch not only easy, but fun.

Key questions to ask: 

  • What are you going to do to get noticed and break through?  
  • How can your launch event go that extra mile? 
  • Have you provided product images and videos that cover lifestyle, design and tech publications? 
  • Does your media pitch angle capture a busy reporter’s attention? 

Envision Success

Gain alignment from your internal stakeholders so everyone understands what success looks like and can rally around their role in getting there. Evaluate the results of your program early and often to determine if and how you may need to pivot or tweak your approach to maximize your results. The insights gained through this process will help you set realistic short-term and long-term objectives for your program – and pivot when necessary. 

Key questions to ask: 

  • What does a successful launch look like to your leadership team?
  • What are the KPIs you can create to help you get there?   
  • What’s the best way to measure success against those KPIs? 
  • What’s the “Plan B” if you don’t meet those objectives? 

Whatever you do, don’t rush through the all-important pre-launch phase. Investing the time and resources into developing a sound strategy, compelling messaging, a creative launch event, and a clear vision of success will make the most of your moment in the spotlight. Once you have worked through these considerations, you can begin the fun part: launching your product!   

Looking for a partner to help you bring your strategic vision to life? Let's talk! 

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