Product Rollout VS Product Launch – 101
What’s the difference between a product launch and a product rollout and how do you approach each one? While closely related, it is important to understand the difference and how marketing plays into the process.
PRODUCT LAUNCH
A product launch is typically part of a the process of rolling out a new product and often takes the form of an event, an experience, or an episode where the product is brought to market. There is usually a PR effort to create buzz in the marketplace and utilizes a trade show to make a grand entrance. Wherever it takes place, there is a lot of preparation that goes into it, like building strong presentations, finding like able spokespeople, creating the right packaging, and preparing the right artwork. This should all be done in preparation for the actual launch. A launch may be one day, or it could last up to several weeks.
PRODUCT ROLLOUT
A product rollout is a much longer process and could take up to two years. Rollouts oftentimes begin with a soft launch or limited release, which is when you get the product out into market and do a beta release to friends, family or people on a short list. The reason many companies conduct a soft launch is to tighten the screws a little bit and make any last-minute adjustments.
A month or two later the product should be ready for an official launch. After a couple of months, you might consider doing an expanded rollout, which introduces a product attribute, an upgrade, or even a new ancillary or supporting product.
To recap, a product rollout is longer and is more multifaceted than a launch but can contain a launch in it. A launch is a singular event, an episode, or an experience where everybody hears about something that’s brand new. A launch brings a lot of excitement around the product, but won’t sustain unless it’s part of a rollout.
Are you ready to rollout your product or do you need help creating excitement around a launch. Contact us today to talk about rollout and launch strategy.
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