Hidden Targets

Red Javelin's Take on Hitting Your Target.

Hidden Targets Blog

8 Reasons Why Product Launches Fail

Posted on March 20, 2019 by Red Javelin
This is one of our most read posts however many firms still do not have an internal launch process in place so we thought we would update it and run it again.

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.

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Product Launch: When Should You Start Talking About a New Product?

Posted on January 30, 2019 by Red Javelin

Our clients ask this question all the time.

You have a new product in development. Sales is chomping at the bit…marketing is preparing for the launch…and the executive team wants to talk about the product to anyone and everyone.

When is the right time to begin publicly talk about a new product?

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10 Tips for Bringing Innovation to Market

Posted on June 05, 2018 by Red Javelin

Storytelling plays a huge role in establishing disruptive technology as a market force. Good storytelling is important when introducing a complex and disruptive offering in the marketplace whose value is not well understood. But storytelling is only the beginning. It takes a village to launch and drive adoption.

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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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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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