One of the most important roles owned by consultants, or communicators in general, is to tilt an organization’s gaze up from itself. Perspective and context within the broader social landscape is vital when you’re about to launch something new.
In the run-up toward a launch most (if not all) of your team is focused on the task at-hand and the deadline ahead, often to the exclusion of anything else. The majority are committed to ensuring their area of responsibility contributes to the success of the larger project. Some may be mindful of what the immediate competition may be up to, but people that look further beyond are rare.
Your organization’s launch is so all-consuming that, by the time the big day arrives, your team has been swimming in the details for so long that the subject can feel old and tired. They often don’t want to talk about it anymore.
Except, that thing to which you’ve grown so tired is brand new to your audience. It’s easy to forget they weren’t with you every step of the way.
In automotive, for example, the average consumer may only shop for a new vehicle every four to seven years. Car companies, however, are launching new vehicles all the time. Some every quarter, or more.
For these big-ticket items, consumers may be doing their research a few months to a week before purchase. Once complete, they’re back to redirecting their interest elsewhere. For years. That means, the new car or truck that launched three years ago is still, very much, new to the customer. For the company and it’s team, it’s ancient history.
This same scenario can be applied to things like mobile phones, furnaces, cookware, and more. Think for yourself: How often do you consume information on goods you’re not in the market for?
Amplifying launch communications needs to be informative yet concise, but also done in a way that banks stories or perspectives that can extend your campaign beyond the initial unveiling.
Build this long-term thinking into your initial launch plan and you can keep your information fresh as your audience turns over. Done well, this approach helps contribute to sustainable market demand by extending the communications life cycle of your campaign.