Get ready. Get set. Launch! A launch represents a huge marketing opportunity. Smart organizations seize this chance to build brand awareness and synergy.
Different circumstances demand different launch strategies – from multimedia campaigns, company-wide meetings, and road tours, to a T-shirt for each employee. Some organizations execute massive visible change, invluding external signage and vehicles, virtually overnight, while others choose a phased approach.
Small organizations may not have the budget for a multimedia campaign, but can leverage social networks, like Facebook and Twitter. Smart organizations create a sales call opportunity to present a new card, or send a blast email to each customer, colleague, and vendor. Others use existing marketing channels, such as inserting brochures with monthly statements.
In nearly every launch, the most important audience is a company’s employees. regardless of the scope and the budget, a launch requires a comprehensive communications plan. Rarely is the best launch strategy no strategy, which is the business-as-usual or un-launch. Occasionally an organization may not want to draw attention from the financial community or its shareholders, so it may choose to do nothing.
The most important thing to remember is: The unveiling of a new brand identity is an emotional opportunity to energize clients & employees around a new sense of purpose.