February 12, 2023 by The Bearded Team
Launching a new product is a challenging but rewarding process. Marking the culmination of years of research and development, the product launch itself requires careful planning and execution to ensure the product is perceived by the target market in the right way. For those within the Manufacturing industry, as an example, product launches are even more challenging, for the products themselves do not immediately inspire creativity. At Bearded Fellows, we aim to bring your product to life through animation and video. In this article, we’ll explore the different factors required within the production process that enable a creative product launch that keeps the viewer hooked.
One crucial element of your creative production process is being open-minded. But what does this mean? For a start, it means being open to new ideas, perspective and feedback – from both your internal marketing team as well as your externally sourced creative video partner. It also means being open to risk. Finally, it means being open to pivot or make changes if the initial plan does not work. This flexibility enables your creative team to foster creativity and innovation, creating a standout product launch campaign that can’t be ignored.
Having an external team to challenge the status quo can help provide direction and new creative perspectives for your product launch.
It’s very easy for teams in large organisations to struggle with alignment, however this could potentially disrupt the success of your product launch. All teams involved in the product should be involved in the product launch, including product development, marketing and sales, as well as any external content teams.
When working with Mettler Toledo on their recent product launch, it was clear that team alignment was a necessity. The organisation is large and departments were significantly sized, meaning communications could have been a challenge. However, not one that Bearded Fellows weren’t keen to tackle! Working with various teams such as product development and sales, we were able to keep the messaging aligned throughout the creative process. In doing so, the product launch was executed seamlessly. Read more about the project here.
The brief is the holy grail for a successful product launch. When working with a creative video partner, your brief needs to explain your goals, target audience, key messaging and call to action alongside various other creative requirements to help your teams truly align and understand your objective Without a clear and detailed brief, teams become misaligned and the product launch can lack integration and cohesiveness – and this is particularly important if you’re briefing on a variety of deliverables.
Ultimately, your brief will lay the foundation for the success of your product launch campaign – so think wisely when putting it together.
Many make the mistake of focusing all their efforts on the end-result, whether that’s a social video, a brand video or set of different creatives. At Bearded Fellows we believe it’s crucial that brands think beyond the final creatives. Make sure to consider the long-term perceptions of the product post-launch and how the launch will be sustained over time. How are you going to get the most out of your content? How will it live across your website and social media? Is there room to use the content for static ads post-launch and bring in new audiences?
When planning your brief for your external content partner, try to think beyond the single piece of content and look at distribution, use and longevity.
At Bearded Fellows, we help brands, organisations and agencies reach their content goals. Get in touch today to start your next project.
"I was provided with a clear schedule, with regular check-in points, and provided with opportunity to flex where necessary. Deliverables arrived on time, every time, and were to an incredibly high standard with very little feedback from us."
"Their work has been the driving force behind us redefining our brand within the marketplace. We now have a stronger social media presence, and our video performance has increased year-over-year."
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