The lack of Aligning Product and Marketing for a Successful Launch
Before marketing can begin, product teams must provide a comprehensive information package that goes beyond a validated product. This collaboration lays the foundation for success.
After decades in the industry, I’ve observed one recurring challenge that firearms companies face when launching a new product:
Failing to provide sufficient information and adequate time for the marketing team to create an effective launch strategy.
There are two major aspects consumers perceive when a brand launches a product:
- The Marketing
- The Product
Many companies mistakenly believe that the strength of the product can overcome inefficiencies in the marketing launch. What they fail to recognize is that both of these aspects are products. Marketing isn’t just a deliverable; it’s a tangible, visual representation of the product that consumers experience before they ever hold the product in their hands.
When marketing doesn’t align with the product’s strengths and the audience’s expectations, the only remaining paths to success are time and innovation—and both are expensive. Time delays erode first-to-market advantages, and innovation requires significant investment to regain competitive positioning.
Below, I’ve outlined a high-level list of essential elements that marketing teams need to successfully launch a product in the outdoor and firearms market. While some of these may seem obvious, you’d be surprised at how often they are overlooked. Too often, product teams act as administrators in the development process, focusing on execution rather than strategy. Even more concerning, some brands rely on copycat products with no clear differentiation, making the marketing team’s job even harder. (We need an EDC gun like SIG Sauer’s P365, STAT!)
1.
Product Overview and Specifications
| Product Name Finalized or proposed name, including SKU and UPC codes. | |
| Category & Positioning Type of product (e.g., optic, firearm, accessory) and its intended position in the market. | |
| Key Features and Benefits Highlight critical attributes such as materials, patented technologies, or unique innovations. | |
| Technical Specifications Detailed specs, including weight, dimensions, calibers, and operational limits. | |
| Compliance Information Certifications, testing data (e.g., MIL-STD), or regulatory notes, such as ITAR restrictions. |
2.
Customer Insight and Market Research
| Target Audience Profile Specific demographics, personas, and use cases (e.g., law enforcement, military, hunters, or civilian enthusiasts). | |
| Market Segmentation and Opportunity What gap is this product filling? How does it address distinct needs in the market? | |
| Key Differentiators What are the primary selling points, and how do they compare to competitors? |
3.
Benefits. (By Audience)
| Segmentation of Benefits Clearly define benefits for each audience segment (e.g., military, law enforcement, hunters, competitive shooters). | |
| Intended Audience Testimonials or SME Inputs // Include testimonials or real-world use cases from similar audience groups. // Examples of this would include input from operators or sponsored athlete’s who validate and ideate with product teams on the product’s development. |
4.
Why The Product Was Made
| Development Narrative Inputs // Clearly articulate the specific problem the product solves for each target audience. // Include stories from end-users or operational insights that drove the development process. | |
| Differentiation from Competitors // Identify specific gaps in competitor offerings and how this product fills those gaps. // Showcase proprietary technologies that competitors lack. |
5.
Technical Visual Resources
| CAD Files/Blueprints // For renderings and animations if applicable; and product manuals | |
| Operational and Maintenance Info // Manuals or guides highlighting ease of use and support content. |
6.
Messaging Claims Validation
- Supporting Claims: Data to back up performance or durability claims.
7.
Pricing and Sales Forecast
- MSRP and MAP: Manufacturer’s Suggested Retail Price and Minimum Advertised Price.
- Competitive Pricing Analysis:
- Comparison to similar products in the market, highlighting price-value positioning.
- Volume Discounts: Pricing tiers for bulk purchases by military, law enforcement, or large retailers and distributors.
- Sales Forecast:
- Year 1 Projections: Include unit sales, revenue, and market penetration goals.
- Monthly or Quarterly Breakdown: To align production and marketing efforts with demand cycles.
- Segment-Specific Forecasts: Estimate demand by audience (e.g., 40% military, 30% hunters, 30% competitive/civilian).
- Geographic Forecast:
- Regional expectations for domestic and international markets.
- Considerations for state-specific regulations affecting sales potential.
8.
Sales Distribution and Channels
- Sales Strategy: Direct-to-consumer, distributor, or dealer-focused? Online or brick-and-mortar exclusivity?
- Channel-Specific Needs: Dealer kits, point-of-purchase displays, or training resources.
Distributor webinars ahead of, or the week before launch to their dealer network are vital to successful channel adoption and sales. If your organization is just Dealer Direct – then getting a communications plan which accommodates the need to ship product out ahead of consumer availability is necessary.
9.
Risk Assessment
- Anticipated Challenges: Any concerns about production delays, regulatory barriers, or public perception.
- Crisis Management Prep: Pre-drafted responses for potential negative feedback or recalls.
10.
Go-to-Market Logistics
- Launch Timeline: Key production and delivery dates, readiness for marketing assets, embargo dates for media.
- Production Quantities and Scalability: Initial availability and forecasted inventory levels.
11.
The Product
The largest hurdle marketers have to overcome in the launch is, frankly, one that stupefies me that I need to even mention:
// The Product
25-50 pieces of validated, first article, product for the development of videos, photos and other materials, as well as getting out to influencer’s and SMEs to create their own content ahead of the launch (all under embargo)
1-3 pieces minimum are necessary 90 Days before planned launch. These can be non-functional prototypes which are visually identical to the final production models – and will be used for photography and other studio purposes.
