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KraAHMflop, BabupPLURFT and MeetooOOZE are not creatures in a 1950s sci-fi movie. They’re launch sounds. In fact, they’re the most common. Unfortunately, they result from launch efforts that miss the mark. ShaaZOOMah, now that’s what your ears are after. And while the words sound silly, successful product introduction is serious business. Perhaps nowhere in business are the stakes so high… and the success rates so low. So pause for a moment to ponder: What sound do you want for your launch?
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It’s what you want to hear.
(shaa) early internal team alignment, (zoo, oo and oom) rapid early adoption into the mind based on real understanding of emotional needs, (ma) launched internally first and (ah) continued upward momentum consistent with business and brand strategy.This is the sound of an awfully good launch. The kind that makes you jump, cheer and wave a victory flag—a breakthrough launch that gives you an unfair advantage in the marketplace. A ShaaZOOMah results from achieving the right trajectory, which incorporates six key factors we’ve identified as critical to launch success.
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Logically, it lacks emotion.
(Kra, ahm) Failing to understand the motivational variables (flop) of audience involved in purchase decision. May have considered the motivational triggers of the incorrect target audience.KraAHMflop is arguably the most common of the launch sounds. It's heard when a product has failed to adequately meet the real needs and wants of its audience. This is often the result of not fully understanding the motivational variables so critical to product definition, design and engagement of audiences involved in a purchase decision.
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Making (white) noise.
(meetoo) Product, service or business lacks unique and purposeful offering when compared to others in similar category. Often late to the game and (ooze) not perceived as different in the mind of the target audience. Lacks impact.The result of lack of differentiation in the mind; the audience doesn't perceive your unique difference. Simply being in the market doesn't guarantee sales. In a more competitive landscape, it can be a turn of a phrase or a shift in approach that means the difference between success and being lost in the noise.
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Somewhere between team and work.
(ba-bup) Late to establish a cross-functional launch team. This creates a group that works in silos; (plurft) often taking the brand strategy off-course. Lack of synchronization.Ba-bupPLURFT results when there is lack of early and ongoing alignment with a cross-functional team. In many ways, the whole effort is impacted—becoming generally less effective and is earmarked by misreads, missed steps, rework and disconnect.
