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How do you make room for new ideas in your launch campaigns vs following a tried-and-true playbook?

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3 Answers
Launch Channels Launch Strategy
  1. Polomi Batra
    Polomi Batra

    Zendesk Director of Product Marketing • 3y

    When it comes to thinking about how to launch something differently, I look to the main target audience I am trying to cater to and that can create inspiration for new ideas in itself. For example, a couple of years back at Zendesk we launched our WhatsApp integration. One unique part of this launch was the type of channel this was and its target audience. WhatsApp is known to be huge in countries like Brazil and India. Instead of announcing this product at our annual customer event in San Franc ...Read More

    2,366 Views
  2. Sarah Scharf
    Sarah Scharf

    Vanta VP of Product and Corporate Marketing • 3y

    It’s a great question. As much as you benefit from playbooks and templates, too much of the same will burn out your team and dampen your impact. I’d recommend a few things to ensure you leave some room for new ideas: Agree to a cadence: As mentioned above, if you have a set cadence of launches, it gives you more time to plan ahead - or at least know which launches you really want to go big on versus which you are OK with a set playbook Make your standard communications rinse and repeat: If you d ...Read More

    588 Views
  3. Amey Kanade
    Amey Kanade

    Amazon Product Marketing at Fire TV (Smart TVs) • 6y

    I try to follow Google's 80/20 innovation model. Basically I reserve 20% of the effort (in terms of time and budget) to think of new innovative ideas. I hold brainstorming sessions or ask members to come back with at least one whacky idea. Now, this is not possible for every product launch and when you are already stretched, but I try to do this for a big launch. 

    1,389 Views

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