New Product Launch Plan

New Product Launch Plan and Calendar

Instructions

Instructions are included for each section. As sections are filled in, the instructions can be typed over. If a section does not apply to your business, you may leave it blank. This new product launch rollout campaign plan template can be used for business-to-consumer or business-to-business planning. To save a copy of your plan, click PRINT from the File Menu in your browser.

Organization:
Date of Plan:
Last Update:
Plan Period:
Plan Prepared By:

Activity / Task	Description	Timing (due date, execution date or completion date)	Person or Persons Responsible

Prelaunch Activities and Calendar (Internal)

Launch Plan and Budget developed and approved	Determine test area or full expansion area marketing plan including end user advertising plan and budget; trade advertising and merchandising materials plan and budget; merchandising plan and budget; educational plan and budget; publicity plan and budget; sales promotion plan and budget including prospect incentives if required; cooperative advertising policies; trade allowances, stocking charge policies; etc.
Press Release prepared and approved
Press contact list prepared
Promotional materials prepared and approved
Website content developed and completed
Social media content developed and completed
Advertising campaign developed and completed	Describe campaign elements: timing of production; critical due dates; and budget for both end user and trade advertising. Include print advertising, direct mail, electronic, email, components, etc.
Event locations selected and booked

Launch Activities and Calendar (External)

Press Release	Press releases are sent to the following weekly, monthly and general business publications announcing the new product. List recipients.
First Look Reviews	First look and review products are sent to the following publications: List publications or other media
Analysts; Press; Consultant Event	Describe any events for the external community including breakfasts, receptions, and include content such as demonstrations of product, etc. Include timing, location and budget for events, as well as invitation list.
Print Advertising (Newspaper, Magazine)	Advertising to appear in the following publications: List Publications; Issue; Street Date
Broadcast Advertising	Advertising to appear on the following television and radio channels: List Stations: Length; Time Slot: Broadcast Date
Direct Mail	Direct mail piece mailed to customer base and potential customers announcing new product.
E-Mail	Email piece mailed to customer base and potential customers announcing new product.
Web Advertising	Advertising to appear in banner ads and web videos.
Website Content Posted	Website Content Posted Describe Website content.
SMS Text Messaging	Advertising to appear in SMS text messages to customer base and potential customers who have opted in to receive text messages. List Message Description, Broadcast Dates and Times
Social Media Advertising and Announcements	Announcements and advertising to appear in social media such as LinkedIn, Facebook, MySpace, Twitter, etc. List Media, Message/Ad Description, Launch Date/Time
Outdoor/Mobile Advertising	Advertising to appear on kiosks, billboards, vehicles, etc. List Media, Message/Ad Description, Launch Date
Buyer Promotions	Describe special offers or incentives or promotions in support of the product launch either to existing customers or prospective customers.
Customer Evaluations and Beta Testing Sites	Describe whether key customers will be selected from the customer base to receive the product for testing and evaluation. List Customers:
Retail	Specify in store delivery and product setup dates for all retail outlets. List Retail Outlets, Delivery Dates, Floor Setup Dates
Retail POP and POS	Describe any retail point of purchase (POP) or point of sale (POS) promotions to promote and launch the new product. List Promotions, Offers, Any Special In Store Signage Support that needs to be produced; Production dates, Delivery Dates of Materials

Internal Launch Activities

Sales aides	The following selling aides and collateral materials will be prepared for the reps: (list all other materials); i.e. Product Spec Sheets Competitive Product Comparison Sheets Product line positioning sheets Color reproductions of new ad campaign
Program Kickoff event	Internal event such as breakfast, reception, etc. to get everyone in company pumped up about product.
Company Wide Promotion	Describe any company wide promotions to launch the new product.
Sales Training	Describe required sales training, content, timing, supporting training materials.
Technical Training	Describe required technical training for technical support staff including content, timing and supporting materials.
Sales contest or spiff program, etc.	Describe sales contest and / or spiff program.



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