Launching a new product can be frustrating if there is a lack of planning. If you don’t have a clear idea of what each part of the process entails, you might end up losing time and money.

If it is hard to think about the future and what might happen when you are ready to launch your product, consider what it takes to plan a party. Imagine you have taken every step to create a perfect event: food, drinks, music, venue… But on the day you were hoping to celebrate, no one shows up. This can be the outcome of a launch if you are not careful enough with each stage necessary for success.

Thinking of that, we have created a product launch checklist to help you successfully launch your product. 

What are the stages of a product launch?

Some of the best product marketing campaigns are meticulously planned — here, checklists are absolutely crucial. It is important to keep in mind that a product launch consists of three main stages: pre-launch, during and post-launch. They all require attention and planning, so your launch strategy provides excellent results. 


No matter the product you are selling or the sector in which you operate, a launch strategy begins way before the product is ready to hit the market. You first need to make sure there is an audience for what you aim to sell, guaranteeing that your item meets market needs.

During the pre-launch stage, you need to study the market and research your target audience, which will help you understand if your launch will be successful. 

One of the studies you can conduct at this stage is a viability study, understanding if your product will meet consumer needs. Assessing your competitors and other brands working with similar items is also essential. 

At this stage, your checklist should include the following:

1. Define your target audience

Know who your ideal customer is and what are their needs and preferences.

2. Research the market

Conduct a thorough analysis of the market, including your competition and trends, to identify opportunities and potential challenges.  

3. Develop a unique value proposition

Define what sets your product apart from the competition and how it solves your customer’s problems.

4. Define your marketing strategy

Decide the tools and processes you will use to launch your product, creating a clear strategy for the future of your brand. 

5. Define your KPIs

Establish clear objectives for your product and your company. They will guide your strategy and help you measure the success of your launch campaign. 

During launch

Once you have dedicated enough time to your pre-launch stage, it is time to work on your launch. This phase tends to be shorter than the other two, which doesn’t mean it requires less dedication.

At this stage, producing content is essential. You should engage with your audience, encourage conversations about your product and connect with potential customers. 

You can use social media, influencer marketing and sample distribution to introduce your brand to customers and gather feedback. 

Here’s a checklist of what to do during the launch:

1. Double-check logistics

Ensure all necessary resources are in place for the launch, including inventory, shipping, customer support and marketing materials. 

2. Create feedback channels

Keep an eye on social media platforms to respond promptly to customer inquiries. You can also create a website or train employees to receive feedback from customers, encouraging them to tell you their thoughts and opinions on your products. 

3. Create a sample distribution campaign

Once your product is ready to hit the market, sending samples is the most effective way of getting feedback and introducing it to customers. People are more likely to buy your product if they are able to try it first. It's also important that you handle the product sampling process as smoothly as possible.

Samples are also important for receiving honest opinions about your product, allowing improving or making changes according to feedback. 

4. Engage with your audience

Be active on social media, provide great customer service, and reach out to your clients. Your audience could be ambassadors for your brand if they few heard, valued and respected. 

At this stage, your actions should be focused on creating an excellent brand experience, which can be achieved by encouraging conversations with your potential customers. 

Distributing samples can also help you here, showing how your company values consumers’ opinions. 

5. Monitor sales and inventory

Keep track of sales and inventory to ensure you have enough stock to supply the demand. Product shortage can significantly damage your company’s reputation and hurt your launch.


Launching a new product is only the beginning. For as long as your company is in business, you will need to constantly monitor and work on the success of your product, making improvements when necessary and designing future product marketing campaigns to keep customers engaged.

Once your product has hit the shelves, here’s what should be on your checklist:

1. Monitor feedback

Keep an eye on customer feedback and reviews to understand how the product is being received. Listen to comments, suggestions and complaints to make improvements if necessary.

This step highlights the importance of using sample distribution to gather and encourage feedback, allowing you to make changes before your product is widely available. 

You can also encourage feedback, by providing free samples to customers who are willing to share their opinions. You’ll be able to improve and grow your company through honest feedback. 

2. Provide exceptional customer service

Excellent customer service is essential at any stage of a product launch. Your customer service team must be well-equipped to handle any customer issues or inquiries. 

As discussed before, the better the relationship your customers have with your brand, the more likely they are to purchase again or act as brand ambassadors. 

You can also incorporate sample distribution in your customer service, giving free items to people dissatisfied with your brand or unhappy with results. 

3. Track sales and revenue

Keep track of sales and revenue generated by your product. This data will indicate the success of your product launch and marketing efforts and demonstrate how the audience perceives your product.

By analysing the data, you’ll be able to assess the best opportunities to promote your product, how the audience responds to changes and when they are more likely to make a purchase. 

4. Develop marketing strategies

Marketing campaigns should be a constant in your business. They are not exclusive to product launches but can be used to renew an audience’s interest in your brand and drive sales. 

By analysing what worked and what didn’t, you can guide future marketing campaigns to get customers engaged. 

5. Stay competitive

Stay aware of what your competitors are doing and adjust your product, marketing strategies and pricing to stay competitive. 

The way similar brands behave can indicate a market shift or a change in the interest of consumers. It is important that you continue to observe what others are doing to understand opportunities and prepare for challenges. 

6. Maintain product quality

Your product quality is your greatest asset. It will ensure sales in the launching phase, but it will also mean customers will keep coming back to your brand. 

Since the market changes, ensure you update and improve your product according to feedback. It will help you maintain customer satisfaction and brand reputation. 

7. Plan for the future

After the initial launch, plan for the future of your brand and product. Determine how to sustain its growth and consider what else you can offer. 

Why follow a checklist?

As discussed, a successful product launch requires dedication at every step of the process. There are too many things to consider and plan, and it is common to let things aside or fall behind.

A checklist will help you keep in mind everything necessary to continue to grow and evolve with your company. It can also help you identify in which stages you can look for partnerships.

For example, Odore is an expert in sample distribution and can help you gather customer feedback and promote your brand. With our marketing campaigns, your potential customers can learn more about your product and feel connected to your company.

You don’t have to be responsible for every single aspect of a launch, but you should be aware of everything you can do to give your product the best possible chances of success. 

Final thoughts

A product launch checklist is a tool that will help you create a successful campaign. Since there are so many things to consider when releasing something new to the market, a checklist will ensure that important things are not left ignored. 

To recap, a successful product launch has three stages, each with different challenges and opportunities. Here are the things you should keep in mind at each stage:


During launch:


By keeping these aspects of a launch in mind and dedicating your efforts to the success of your product, you increase your chances of growth.