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You’ve put in a lot of time and effort to develop a remarkable product, and now you’d like to send it out into the world. In an industry where technology---and tech news---moves at a blinding pace, the timing of your launch can make or break your success.

These tips will help you identify the ideal time for your product launch. Here’s when you know the time is right:

When your industry is (or isn’t) planning anything big. Ultimately, your launch timing will depend on your potential audience, your media opportunities, and the strength of your product. Take an objective look at your product. Is it something that would grab attention if it was announced at a huge industry event? More importantly, do you have strong relationships with journalists and influencers that can help promote your product? If you’re deciding when and where to launch your product, here are few options to consider:

  • Launch during an industry conference or event. Events such as CES and the North American International Auto Show draw reporters from all over the globe, giving you an opportunity to connect and share your product news. This may be a good option for you if your company needs an extra marketing push, as these events create plenty of buzz. Big-name journalists and media outlets travel from around the world to cover these events, but remember: You will still need a strategy to attract their attention.
  • Launch during a startup event. If your launch represents the first (or even second or third) business venture for your company, an event that brings startups together may be a great option for you. These events provide opportunities to showcase your product and demonstrate its capabilities, as well as connect with potential partners and investors. Startup events are in high demand, and they tend to book a lot of exhibiting companies. With that in mind, make sure you plan ahead. You’ll need to secure your spot and have a presentation strategy that makes you stand out among the crowd.
  • Launch on your own. If you decide to create your own buzz, make sure to avoid launching at the same time as a competitive event or announcement. You can maximize coverage by identifying quieter times of the year when reporters have more bandwidth. For example, you wouldn’t want to solo-launch a product at the beginning of January, when CES dominates consumer technology media coverage.

When your company is ready to handle an influx of purchases, media requests, and customer questions. If you’ve planned your launch well, you can expect to see media inquires and purchase-related questions from eager customers. Post-launch activities are often all-consuming, so it’s critical to have management practices in place to support existing day-to-day business demands. The stronger your business foundation, the easier it will be to handle a deluge of inbound requests.

Sooner rather than later. The tech landscape evolves at warp speed. Stay ahead of the game by launching your product, promoting it, and gathering feedback to inform next steps. While you shouldn’t launch your product before you’re ready, remember that new and exciting innovations are introduced on a daily basis. Sitting on a great idea for too long could cause you to lose your edge---and your sales---to a competitor. If you anticipate needing more time to finalize your work, research up-and-coming trends and consumer needs that your product can address. That way, you can differentiate your product from the competition when it’s time to launch.    

When you’re so close to seeing your hard work pay off, choosing the right time to launch your product may seem frustrating and overwhelming. Keep a pulse on industry events, publication timelines, and consumer demands to guide your decisions and catapult your product to success. For more insights, reach out to us, or download Airfoil’s product launch checklist.   



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