7 Communication Mistakes That Can Derail a Product Launch
Products don’t fail because they are not innovative. They fail because they are not launched properly.
What happens during or before the launch that can destroy a product long before it reaches the market? Ultimately, many factors can be the cause. For instance, when the business doesn’t have any confidence in the product, this can come across through the launch and prevent it from succeeding. Similarly, when there’s been poor market research, from target identification to failing to secure social proof, these elements can also play a big role.
But there’s another thing that can truly affect a product launch and that too many businesses fail to consider: Communication.
The way a product is introduced to the world can influence how customers perceive its value, credibility, and overall relevance. A strong product that has only poor communication can struggle to gain traction. On the other hand, a clear and effective message can help even a niche offer find its audience.
Not Having a Compelling Narrative
One thing that rarely wins customers over is a list of specs.
Sure, features and technical details do matter. But most people want to understand why a product exists and how it fits into their lives. It’s about letting them know which problem(S) it solves and why it was created in the first place.
The strongest launches are those that combine the practicality of the product with a solid storytelling aspect. It’s important to understand that this isn’t about describing the functionality only. It’s about providing the context and purpose the product needs to shine.
Additionally, the narrative is also helpful to gather everyone behind the product, from investors to employees, because it clarifies your vision. It tells people why they should care.
Missing Out on Translation and Localisation Issues
What do you need to do to launch a product into an international market? Translating words is crucial, but this takes more than a simple dictionary exercise.
Ultimately, cultural references, humour, idioms, and even product names can take a completely different meaning abroad. You don’t want to overlook these nuances. This is why working with an experienced translation company can be an important part of global launch planning. They can help provide effective localisation to adapt your messaging while remaining faithful to the brand identity.
The risks of not working with experts go far beyond providing a message that doesn’t translate well locally.
Pepsi’s famous “Come alive! You’re in the Pepsi Generation” campaign hit China by surprise when the slogan ended up being interpreted as suggesting Pepsi could bring ancestors back from the dead.
Under the joke and missed opportunity, there’s a harsh reality. How do you recover from a poor localisation launch? Someone the size of Pepsi can. A smaller company? Less likely.
Not Using the Right Tone of Voice
Communication is as much about what you say as how you say it. The tone resonates with the audience. So, that is why it’s important for brands to fully understand the tone that their customers expect, as this evokes qualities that are recognisable and valuable in the first place.
Nespresso, for example, has long been associated with George Clooney, who has helped cultivate a sophisticated and aspirational image. More recently, the company has introduced Dua Lipa as a global ambassador, showing an effort to appeal to younger consumers while maintaining its premium positioning.
This shift is central to bringing the right tone to a changing audience. Ultimately, the new consumers are likely to respond positively to the change of brand voice.
Authenticity in the Age of AI
Artificial intelligence is transforming the way businesses create marketing materials. AI-generated videos and automated copywriting tools bring the speed and efficiency small businesses need to streamline production processes.
However, more and more people value authenticity. They want to see the people and values behind the brands they support. So, overly polished messages and AI imagery can lack the genuine insight and touch they seek.
While this doesn’t mean that businesses can’t use AI, it means that they need to remove AI from their public-facing messages.
Saying the Wrong Thing
Sometimes, communication is not necessarily about the product. This is about the founders, executives, and spokespersons who are associated with the business. Their public statements can influence how consumers perceive a brand.
J.K. Rowling’s comments regarding transgender issues have illustrated how quickly a public controversy can become intertwined with commercial interests. Her statement has prompted criticism from advocacy groups and her own fans. While the commercial impact may not have been as dramatic as first expected, there is no denying that the reputational damage has already happened and that a large portion of the audience has started to boycott the Harry Potter franchise.
Overpromising and Underdelivering
Nothing hurts more than failing to deliver on the expectations you’ve created during a launch.
This is partly a communication issue. Ultimately, marketing campaigns are designed to generate excitement and highlight a product’s unique selling points. Problems arise when people’s experiences fall short of the promises that have been made.
This is also a quality assurance issue, as rigorous testing and reporting structures should have ensured the product was ready for launch. But, the disparity between the communication and the end product is where the problem lies, such as the launch of Cyberpunk 2077 demonstrated.
Failing to Listen After Launch
Communication is not a one-way exercise. A launch marks the beginning of a product journey, but it’s important to consider customers’ feedback to plan what will happen next.
Reviews, support requests, and conversations on social media can provide valuable insight into how the product is being experienced. This can be crucial for continuous improvement. It would be harmful to ignore the market voice and dismiss early criticism. Sure, nobody likes negative feedback, but it can become an opportunity for improvement.
As a result, companies that actively listen to the market are in a better position to identify issues and recover fast.
In conclusion, a product launch involves a lot more than unveiling a new offering to the market. This is a communication exercise between a business and its audience.
Even the best products need to open the communication paths and engage with the audience proactively, ahead of, during, and after a launch.