The key to any product's success is a successful launch, and the key to a successful launch is a successful product launch marketing campaign. While you may be able to launch your product on your own with little or no outside input, there are some specific areas you might consider bringing someone in to handle the details. After all, you need the product launch marketing campaign to be done right first time, don't you?
That said, there are a couple of ways you can go when it comes to hiring a consultant. You can either find a company that specializes in product launch marketing and who can offer multiple areas of service, or you can pick and choose which tasks you need to outsource to a consultant. Hiring a comprehensive consultant gives you a resource experienced with product launches who can offer truly expert advice on a myriad of topics.
Picking and choosing which individual tasks to outsource may appear at first glance to save you a bit of money, but it may not always be the case. You should always consider your ROI in this context.
Here are some areas where you might consider using a consultant in your product launch marketing plan:
Graphic and Web Design
Anyone can indeed make a banner and slap it at the top of a web page. Many people make an attempt at designing their own logos and graphics. Most folks, given today's versatile web publishing tools, can even create a web page that looks nice.
You don't want a web page or logo that looks nice. Nice means "forgettable." You want your graphics and your site to make an impact. You want to draw the viewer's eyes in and keep them there. It doesn't have to be flashy and it doesn't have to be obnoxious, either.
You need a designer's eye and touch if your product launch marketing strategy is going to prove to be effective.
List and Lead Management
Maintaining your mailing list, email list or leads list is essential to launching your product. After all, if you can't get the word out about your product to your target market, no one's going to buy and your launch will fail.
There are a number of automated tools to help with this aspect of your launch. If you have enough technical savvy, you can probably mange your leads in-house. However, a consultant may be able to not only manage your existing leads but generate new ones. If that's the case, it might be worth hiring out. Lead management is a great add-on service if you're already paying a consultant for other work.
Copywriting
Knowing how your product benefits your customers is one thing. Being able to communicate that effectively to your customers is another thing altogether. Bringing in an expert copywriter can mean the difference between a successful product launch and a failed product launch.
Hiring a copywriter is more than just hiring someone to fix your grammar or spelling. Copywriting involves things like psychological sales techniques, the visual flow and pagination of a letter or web page and even the choice of active versus passive language.
Whether or not you hire consultants to work on your product launch marketing strategy is, of course, a highly-individualized decision, based on your existing skill set, resources and budget.
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