Flii Media · Product launch

Product launch plan
& delivery.

A product launch in five phases: from positioning to repeat customer. Branding, creative, web & data, building a reputation, a proven campaign on Search & Social, and retention. For SaaS and physical products.

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BrandingCreativeWebData
1FoundationWeeks 1–3

Who for, who against, and why.

A launch rarely fails because of the media. It usually fails on positioning. That is why we start with research, not with ads.

What we find out

Audience Who buys first, what problem does it solve, and what holds them back?
Positioning research Competitors and alternatives mapped out. Where do you really stand apart?
Search demand How, and how much, people search for your category, the problem and your competitors.
Proposition, goals & budget One core promise, backed by proof. KPIs and budget per phase.

Deliverable: a positioning document and a launch plan with timeline and budget.

2BuildWeeks 3–8

Branding, creative, web & data.

Everything that needs to go live, built on the choices from phase 1. By one team, so brand, campaign and measurement fit together.

What we make

Branding Visual identity and tone of voice, derived from the positioning.
Creative Launch assets in several angles and formats: video, statics, product imagery.
Web Landing or product page with a waiting list or pre-order. For e-commerce, the product feed too.
Data Tracking, conversions and dashboard. Working before the first euro goes into media.

Deliverable: brand, site, assets and measurement ready to go live.

3Pre-launchWeeks 6–10

Demand and trust before the start.

On launch day you already need an audience and your first reviews. A new product without reviews converts worse, so we build them up in advance.

Building a reputation

Waiting list or pre-order Capture interest and keep it warm with updates until the launch.
Beta & seeding The product goes to early adopters, existing customers and creators, in return for feedback and honest reviews.
Review platform Trustpilot, Google or Kiyoh; for SaaS, G2 or Capterra. Review requests automated.
Teaser content Organic on social: the problem, the making-of, the countdown.

Measure: sign-ups, landing page conversion and number of reviews.

4LaunchWeeks 10–14

A proven campaign structure on Search & Social.

We launch in steps: test first, then scale what works. That way budget goes to proven messages instead of assumptions.

Launch campaign

Launch moment Email the waiting list, PR and creators on the same day. For SaaS, Product Hunt and communities too.
Search Brand and category keywords from day one. For e-commerce, Shopping and Performance Max on the product feed.
Social Three to five creative concepts with equal budgets. After about a week, we choose based on the data.
Scaling & retargeting Winners get more budget step by step. Retargeting with reviews as social proof.

Measure: cost per sign-up, trial or purchase, and ROAS.

5RetentionFrom week 14

From first customer to repeat customer.

Keeping an existing customer costs less than winning a new one. So retention is part of the plan, not an afterthought.

Retention strategy

Onboarding Welcome and onboarding flows that get new customers to their first moment of success quickly.
After purchase A review request after delivery or use, so your reputation keeps growing.
Repeat & win-back Repeat purchases, upsells or reactivation based on behaviour.
Optimisation Monthly analysis and new creatives to counter ad fatigue.

Measure: activation, repeat purchases or churn, and customer value.

↔By product type

The same phases, different emphasis.

SaaS is often B2B and grows through search traffic, content and trust. Physical products revolve around online shopping ads and product reviews.

SaaSPhysical (e-commerce)
ConversionDemo, trial or sign-upPurchase or pre-order
SearchCategory, problem and competitor keywordsShopping and Performance Max on a strong product feed
SocialLinkedIn and organic content, often from the founderMeta and TikTok with video and creators
ReputationG2, Capterra and customer casesProduct reviews, Trustpilot or Kiyoh. From 100 reviews a year, star ratings in Google Ads
RetentionOnboarding, activation and preventing churnAfter purchase, repeat purchases and win-back

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