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Prime Market SolutionsStrategy · Creative · Campaigns

How to plan the assets for a product launch

Launches fail on logistics more often than on ideas. Plan assets backwards from the launch date, by channel, with one owner per line.

8 min · Prime Market Solutions Inc

Which materials do we need, in what order, and who makes them?

Work backwards from the date

Fix the public launch date and the last date assets can change. Count back: final files typically need to be ready 5–10 working days before go-live to allow platform review, printing or uploads. Concept approval needs to sit before production starts, not alongside it.

Build the asset matrix

List every channel in rows and every asset in columns: format, size, message, language, owner, due date. A typical three-channel launch — website, paid social, email — needs a landing page, 6–12 ads, 3–5 emails, product images and a sales one-pager.

Three launch phases

  1. Pre-launch: teasers, waitlist page, sales briefing.
  2. Launch: main message across all channels within 48 hours.
  3. Follow-up: proof, answers to objections, reminders for those who did not act.

Decision rules

  • If an asset has no owner, it is not in the plan
  • If a channel has no budget, remove it rather than under-serve it
  • Hold back 10–15% of production budget for fixes found in the final review