The 50 Biggest Mistakes Information Marketers Make - # 26 Poor Planning For Launch Date

If you're planning a large product launch on a specific date, be sure to allow adequate time for everything involved in putting together a new product. From graphics to overall packaging decisions to lining up affiliates to setting up your ordering mechanisms, there's a lot involved in successfully launching a new product.

I don't know how many times clients have come to our company, Speaker Fulfillment Services, just days prior to their intended launch date, and they're still editing audios or videos, don't have any graphics created yet, and any number of other things that make it more difficult to meet a desired launch date successfully.

Here's a simple Product Launch Checklist that can help you plan better and increase your chances for a successful new product launch.

More than 2 Months Pre-Launch

Create the content — record audio(s) and/or videos, write manual

Determine what the product components will be — DVDs, Audio CDs, Data CDs, manuals, downloads, etc.

If CDs or DVDs are included in the product, determine what packaging you want to use (individual DVD style cases, plastic sleeves in two or three-ring albums, paper sleeves, plastic sleeves included in print binder, jewel cases, other)

If print components are to be included, decide on desired binding method (saddle stitched, three-ring binder(s) including size, spiral binding, comb binding, or perfect binding)

Determine if tabs are to be included in printed component

Determine if any components are to be shrink-wrapped

Determine if printed components are to be printed single-sided or double-sided

Determine if printed components are to be printed only in black or whether full color will be used.

Determine if product will have any bonus items (physical and/or download)

Get pricing from your fulfillment company

Begin lining up your affiliate and joint venture partners

Minimum of 8 Weeks Prior to Launch

If transcripts are to be included, get audio transcribed

Get artwork developed for all printed pieces (CD labels, CD/DVD packaging, binders, etc.) — if necessary, request specs from your fulfillment company

Proof all artwork

Determine desired audio format for final product (.wav or MP3 files)

Inform your fulfillment house of launch date and the quantity to be produced

Develop a product assembly document for your fulfillment company

Provide your fulfillment company with a primary and back up contact to reach if there are any questions about the product

Continue work on affiliate and joint venture partners

Begin development of your affiliate tools including pre-written classified ads, articles, banners, etc.

Minimum of 6 Weeks Prior to Launch

Format transcripts into final "print" version (PDF or Word document)

Proofread your transcripts and other written documents

Send transcripts and other written documents to your fulfillment company

Quality check your audios and/or videos

Write a thank-you letter to be included with the product

Write a "Read this First" or "Getting Started" document to include with the product to help your customers consume your product

Send all artwork to your fulfillment company via disc or downloadable links

If appropriate, convert MP3 files to .wav format

Break audio into tracks and add front/back music if desired

Send your fulfillment company your physical address where a sample product can be shipped

Write the sales copy for your website

Develop your website

Send physical masters of CDs and/or DVDs to your fulfillment house

Minimum of 4 Weeks Prior to Launch

Determine preferred shipping method and notify your fulfillment company

Proof a product mockup

Notify your fulfillment company if the mockup is approved or if changes need to be made

Add the product to your online shopping cart

Inform your fulfillment company of any product name(s) the product may be sold under and accompanying SKU numbers

If required, pay deposit on job to your fulfillment company

Continue work on affiliate and joint venture partners

Minimum of 2 Weeks Prior to Launch

Setup and test your order notice delivery mechanism with your fulfillment company

Launch Date

Make website live

Post Launch

If your launch exceeds expectations notify your fulfillment company of additional production requirements