SWOT Team: Teeing Up a New Product Launch

by Hank Stroll, Yvonne Bailey

Published on February 10, 2004

Tags: CRM, Customer Relationships, Marketing Challenges, Metrics, Product Marketing

Working in marketing, many of us have had the distinct pleasure of being involved in a new-product launch. There is something about watching the spark of an idea come to life on paper and then take physical form. Having lived through a product launch, we also know that bringing a new product to life pales in comparison to bringing it to market.

Despite the merits of the product, the challenge still remains to gain visibility, attract paying customers and generate enough revenue to justify future production runs. We tend to focus on the high-profile, front-end activities such as where and how to advertise. Behind the scenes, the decisions we make about where and how to distribute the product can be just as important. Finding effective and cost-efficient distribution channels can make or break the success of a product in the early stages.

How do you decide which distribution channels will work best for your unproven product? How do you allocate your supply chain marketing efforts on a limited budget? This issue's dilemma asks: “How do you determine the best channel of distribution, when the options are many and your budget limited?”

Suffering from a post-launch party hangover? Let us know what keeps you up at night. What dilemma do you take with you when you leave the office? Your peers would love to help. Write to us and ask our SWOT Team about your dilemma. Tap into the collective strength, wisdom and experience of this group. It works, and you could win a free copy of our book, A Marketer's Guide to e-Newsletter Publishing.

Revisit our previous dilemma—read below for your peers' best advice on how to salvage your investment in CRM.

Unite and make a difference!

Give advice about this issue's dilemma.
Read your peers' responses to the previous dilemma (below).
Submit your own dilemma.

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Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

Yvonne is a “customer engagement coach” and President of EVE Consulting, helping companies achieve sustainable market leadership through the power of customer engagement.

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