For brands, the experience of bringing new products to market, or introducing existing products to new audiences, can feel a lot like a mission control countdown.
After all, a new product launch is a carefully thought-out and tested process—from conducting customer and market research to brand positioning, messaging development, and much more—in hopes of ensuring a successful landing with customers.
For marketing teams, product launches represent a high-stakes, high-reward moment. The window to liftoff through the noise and attract consumers’ attention is often small.
Today’s fragmented media landscape can make it hard to get noticed, making the “cold start” problem (no established reviews or purchases) more than a theory.
By the time a product has been developed, aligning with peak consumer spending periods—such as the holidays or seasonal opportunities—can put additional pressure on brands to stay ahead of the competition, remain relevant, and lead in their category.
With the right tools, timing, and trajectory, however, brands can turn a cold start into their fuel for ignition.
