SOL-02 / SOLUTION
a New Product
built.
A product exists and has to be introduced to people who do not know it.
- Objective
- A product exists and has to be introduced to people who do not know it.
- Suits
- Teams releasing software, hardware, a physical product or a new service line.
- Divisions involved
- 3
- Composed entities
- 11
A launch is a sequence, not a campaign. The reveal has to work on a phone, in a feed, with sound off, and the destination it points at has to hold attention long enough to explain the product and take an action.
What is usually needed.
These layers are what this objective normally requires. They are not a quote, and you are not expected to need all of them.
Destination
A page that explains the product, handles the questions people actually ask, and records interest.
A site that has to stay correct for years
Assets
A consistent set of imagery, motion and copy that works across every placement it will appear in.
Assets built to be tested, not admired
Imagery that shows the actual product
Interest capture
A waitlist or enquiry path that captures structured data rather than a dead link.
Making sure the numbers a decision rests on are actually measured, once, without double counting.
What may or
may not apply.
Each of these is contingent. Whether any of it is needed depends on your situation, and the right answer is sometimes none of them.
Paid distribution
Determined by whether the audience is addressable or has to be built first.
Paid social on Instagram and Facebook
Paid search, shopping and demand capture
Producing the assets campaigns need, with a stated variation axis per test.
Interactive demonstration
Warranted when a static image cannot communicate how the product behaves.
A build where the medium carries the argument
A shared grammar so the whole system moves the same way
Presentation and press
Where the launch needs a document rather than a feed.
Decks and documents that carry a decision
The visual standard a site holds itself to
NEXT STEP
Describe the product, who it is for, and where the launch needs to land.
Nothing on this page carries a price, a delivery window or an outcome claim. Those follow from a scope, and a scope follows from a conversation.