Executing on a successful launch requires careful planning and integrating a lot of moving parts. By leveraging a variety of platforms and creating a rolling thunder type of buzz, a product launch will likely make more of a splash than simply distributing a press release.
Recently, we partnered with the Omni Group to launch OmniPlan for iPad, the last of the company’s five productivity tools to come to the iPad. First, we coordinated meetings at Macworld in January to give journalists a preview of OmniPlan for iPad and let them know the app would launch in Q2. This created initial interest and enabled the Omni Group to speak broadly about its product roadmap and what those journalists could expect to see from the company in the future.
About a week prior to the launch, the Omni Group posted a teaser video, which heightened interest and generated a number of media inquiries about the launch. Additionally, Ken Case (@kcase), CEO of the Omni Group, tweeted about OmniPlan for iPad prior to the release. This helped to continue the excitement from consumers and build demand. The day the app was available, we distributed a press release to media, fielded inquiries and facilitated interviews, and provided access to a reviewer’s guide and supporting materials.
By building buzz through preview meetings, placing video and social media teasers, as well as reaching out to media with the official announcement and reviewer’s guide, we helped the Omni Group secure more than 22 pieces of unique coverage. This coverage helped to continue to build awareness and drive sales. OmniPlan for iPad reached the number two spot of the top business grossing app in iTunes.
We have included some of the coverage highlights below.
Tags: app store, apps, client story, execution, iPad, launch, OmniGroup, OmniPlan, success Filed under: COMMUNIQUÉ PR, Execution, INDUSTRY, Planning, Positioning, Strategy, Tech Industry