It seems that I frequently hear from new companies when they plan to launch a new product to the radio industry. The questions, it seems, are always about the same. How do I get Clear Channel and the other big groups to buy my products? How do I spead the word about my product fast? What are the essential elements for a launch?
My temptation is to say advertise. But, if I want to develop any credibility this is not the first thing that I share with these companies when I consult them. The first thing I ask is about WHY they want to reach the "big" radio companies. Of course they always say the same thing... becasue we want to sell a lot of product fast and get a big order. It's a natural response. But when I have a chance to walk them through the entire thought process the goal sometimes changes. For instance IF you want an order from a big group are you willing to offer a substantial discount and kill your margins? Are you willing to customize the product especially for them? Are you willing to sign an exclusive short or long term? Are you willing to spend months getting adopted and making a sale? Once companies understand the bigger picture they often change their strategy. It does not mean these big fish are not important, it simply means the priority may change. If, for instance you get a foot in the door at a big group and you have not got all the bugs out of your product by using it with other stations you may get shut down and the sale possibilities become slim. Many are finding that experience in the market, success stories, etc. are important before presenting the product to the bigger players.
So what are the essential elements for a launch? Frankly it depends on what you want to accomplish and the needs of your business. It has to be customized. So there is no stock answer. It depends on the question.
