Identify the people involved in buying the product
Map who specifies, stocks, recommends, installs and pays for the product. Some roles overlap; others belong to different organisations. Consider what each person values and what would make changing from an established product difficult.
Keep the proposition consistent while explaining its relevance to each audience. Thermal performance may require detailed substantiation for a professional and an explanation of practical benefit for an end customer. Both should lead back to the same supported product claim.
Swipe or scroll across for each audience’s next action.
| Audience | Question to resolve | Possible next action |
|---|---|---|
| Specifier | Where does this meet the project requirement? | Technical conversation |
| Merchant | Why should we back the range? | Stockist discussion |
| Installer | What do I need to know to use it well? | Demonstration or guidance |
| Homeowner | Why is this right for my project? | Brochure or installer enquiry |
Prepare the evidence and the operation
Confirm the claims, availability and support material before the campaign invites a response. For each audience, name the person or team responsible for the next step and check that they’re ready to deliver it.
Sequence the audiences deliberately
Work out who needs information before the public reveal. Internal teams and channel partners may need time to prepare. A teaser can help when there’s an interesting development to follow, provided it doesn’t leave those people without information they need to do their jobs.
Crittall’s documented launch used a teaser before technical content, creative, PR and a response experience. The sequence suited a particular product development. Your timing should follow the readiness of your audiences and the reason for the launch.
Crittall’s product launch: teaser, reveal and response
Crittall was introducing a new thermally enhanced steel window system. The teaser built anticipation; the reveal then connected the creative treatment with technical information, PR and a way for interested buyers to respond. The campaign generated 397 new leads.
Animation and specification material helped explain the development as part of the reveal. The creative gave people a reason to pay attention, product information supported their assessment and the response route captured interest. Each element contributed to the overall launch.
For your own plan, describe the audience, information and next action for each phase. If a phase is difficult to explain, resolve its purpose before committing production time.
Check launch readiness with the sales and technical teams
Work backwards from the action you’re offering. A demonstration needs a working product and a knowledgeable person; a sample request needs stock and fulfilment; a specification enquiry needs current documents and a technical contact. Put those dependencies into the plan before fixing media dates.
Brief the people taking calls and meeting customers on the advantage, suitable applications, supporting evidence and practical constraints. The first sales or technical conversation should continue the explanation the campaign began.
Measure the kind of progress you need
Track responses in a way that shows progress for each audience. Technical enquiries, stockist conversations and qualified consumer demand can all matter. Keeping them identifiable helps you see where interest is developing into adoption and where more support is needed.
Review at a point that makes sense for the buying cycle. Use the findings to decide the next phase of the launch, including which questions, audiences or response routes need further work.
