“If you’re an enterprise level company and need 12-to-18 months for development, it’s a sure thing that there’s a smaller and faster competitor that will beat you to the punch.”
The CMO Club recently published that statement from Geoff Wilson, CEO of 352 Inc, in the Solutions Clubhouse. At last week’s member dinner and roundtable discussion in Atlanta, discussion leader Geoff Wilson decided to dive deeper around the importance of a timely idea or product launch.
That seems logical. The early bird gets the worm, after all.
In a perfect world, all news is relevant and consumers wake up knowing exactly which product will solve their pain. But this is the digital world, where perfection doesn’t wait and consumers are always waiting to be wowed by the next best social media trend.
As a CMO, you know that structuring the right message is paramount to almost all else. Hours can be spent on one line of website copy. More important than that great messaging, though, is beating others to the punch and making a splash in the pool of marketers and competitive products that exist around you. When making one final edit of the content, today’s CMOs need to realize that good enough is good enough.
Like companies themselves, a product launch and marketing plan is ever-evolving. How you maintain a new and existing customer relationships, continue an on-going dialogue and structure your overall message after your launch is much more important than creating a witty one-liner with no follow-up.
Here are 4 thought-forms CMOs need to adopt when re-iterating your message for the months following your idea or product launch:
1. “What does the research say?”
Consumers will tell you what they want – you just have to be there asking the right questions. There are unending amounts of data for companies and marketers to tap into, so you should never be using tactics or strategies because you think they might work.
2. “The experience can always be better.”
As technology evolves so do consumer needs. Be the company that moves with the wave of change, not the one that resists it. A CMO that is focused on improving user experience will see marketing campaigns grow and flourish.
3. “I KNOW it’s working!”
Like using research to find gaps in the marketplace, there are tools at your disposal to understand if your efforts are working. An important pillar in any marketing campaign is having strong data and analytics to prove whether or not consumers are reacting – and purchasing – because of efforts by your company.
4. “Don’t hire new customers when you already have existing ones.”
Customers are like employees – you work very hard to qualify, select and target each person based on mutual needs. Knowing the cost of recruiting a new hire and the value of having a trusted member on your team, you do your part to keep them coming back each day.
Customer retention is not to be over looked. Treat your customers like employees and reward them with ‘promotions’ and valued member benefits.
It can be easy to get caught up in perfecting the aesthetics of a new launch, but a CMO must hone in on what’s happening below the surface of that of that very first message. Our Atlanta roundtable CMOs were all familiar with these 4 points, but admitted that they could always improve.
Write these down or save them in a folder on your desktop. Revisit them when you feel stuck or are just finishing up a campaign – it will help you regain focus on the bigger picture.