Hidden Targets

Red Javelin's Take on Hitting Your Target.

Hidden Targets Blog

What do CMOs Need To Know About Product Launches?

Posted on June 08, 2017 by Red Javelin

Launching a new product is both exciting and risky. Getting it right is no easy feat and there is no such thing as a marketing silver bullet when it comes to launching a product. Launching a product is a process, not a single event. It is 90 to 120 days of sequenced activities that lead up to building momentum and awareness in the market. Here are nine tips to make sure your launch does not crash and burn.

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9 Tips to Make Your B2B Product Launch Successful & 3 Tips Why It May Fail

Posted on March 28, 2017 by Lisa Allocca

Successful launches boil down to one principle: Planning.  

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Don’t Let Your B2B Product Launch Crash and Burn

Posted on October 25, 2016 by Red Javelin

It is that time of year again when companies are preparing for product launches in the New Year. There are a number of things that could go wrong that could make your launch crash and burn.


Let’s take a closer look.

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4 Secrets to a Killer Product Launch

Posted on June 08, 2016 by Lisa Allocca



There has been quite a bit written about product launches. Getting “ink” might be easy but rising above the noise and getting attention is much harder these days. Today, it takes more creativity and more effort to successfully launch a product.

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Was Your Product Launch Successful?

Posted on March 08, 2016 by Lisa Allocca

Launching a product is a process, not a single event. There are many signs along the way that indicate growing interest. The most obvious sign that your  launch was successful is that orders for your new product are pouring in and you are hiring more sales people to keep up with the demand. How do you know that the new product introduction is generating that “surround sound” effect needed to generate buzz and momentum for your company?

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7 Reasons why B2B Product Launches Fail

Posted on January 13, 2016 by Lisa Allocca

In our business, we are part of product launch teams all the time. Well planned launches tend to meet expectations while poorly planned launches struggle to gain traction.

In this post, we are not talking about the customer-facing activities that can make or break a launch. We are focusing on what goes on internally, behind the scenes, that can sabotage even the best launch.

There are so many things that can delay a launch or put it on a different path. Developing and launching a product is no simple task, it is much more complex than meets the eye. Here are seven red flags that can signal your launch will not meet expectations.

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Building Momentum for a New Product Launch

Posted on September 28, 2015 by Lisa Allocca

The primary purpose of a new product launch is to generate awareness and leads for your products and services. We have found that many executives are not aware of how complex a product launch is to be successful. In many cases, they beleive that putting out a press release will just do the trick. Companies that do just that soon realize their mistake becasue the phones are not ringing off the hook and the sales funnel is slow to fill up. 

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Want to really understand your competition? Look at their PR Program

Posted on May 11, 2015 by Lisa Allocca

Sounds dramatic. But it is true. 

You can tell quite a bit about a company when you analyze their communications program. You can see where it has been, what it is doing today, and where it is going in the future just by taking a close look at their program.
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10 Signs of a Successful Product Launch

Posted on April 27, 2015 by Lisa Allocca

Launching innovation is a process and there are many signs along the way that indicate growing interest. The most obvious sign that your product launch was successful is that orders for your new product are pouring in and you are hiring more sales people to keep up with the demand. How do you know that the new product introduction is generating that “surround sound” effect needed to generate buzz and momentum for your company?

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Winning Product Launches

Posted on March 19, 2015 by Lisa Allocca

New product introductions have become increasingly complex. Success launches are carefully choreographed and include integrated tactical plans from various disciplines including product marketing, marketing, public relations, sales, support, and channel marketing.

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