06.22.2012 | Holly Zuluaga
Executing on a successful launch requires careful planning and integrating a lot of moving parts. By leveraging a variety of platforms and creating a rolling thunder type of buzz, a product launch will likely make more of a splash than simply distributing a press release.
Recently, we partnered with the Omni Group to launch OmniPlan for iPad, the last of the company’s five productivity tools to come to the iPad. First, we coordinated meetings at Macworld in January to give journalists a preview of OmniPlan for iPad and let them know the app would launch in Q2. This created initial interest and enabled the Omni Group to speak broadly about its product roadmap and what those journalists could expect to see from the company in the future.
About a week prior to the launch, the Omni Group posted a teaser video, which heightened interest and generated a number of media inquiries about the launch. Additionally, Ken Case (@kcase), CEO of the Omni Group, tweeted about OmniPlan for iPad prior to the release. This helped to continue the excitement from consumers and build demand. The day the app was available, we distributed a press release to media, fielded inquiries and facilitated interviews, and provided access to a reviewer’s guide and supporting materials.
By building buzz through preview meetings, placing video and social media teasers, as well as reaching out to media with the official announcement and reviewer’s guide, we helped the Omni Group secure more than 22 pieces of unique coverage. This coverage helped to continue to build awareness and drive sales. OmniPlan for iPad reached the number two spot of the top business grossing app in iTunes.
We have included some of the coverage highlights below.iLounge, “The Omni Group launches OmniPlan for iPad,” June 7, 2012The Mac Observer, “Omni Group Brings OmniPlan to the iPad,” June 7, 2012Macstories, “Hands On: OmniPlan for iPad,” June 7, 2012iPad CTO, “Omni Group’s OmniPlan for iPad Available Now,” June 7, 20129 to 5 Mac, “Apps & updates: OmniPlan for iPad, IM+, SoundHound, NFL ’12, more,” June 7, 2012Cult of Mac, “OmniPlan For iPad Makes Project Management Simple,” June 7, 2012148Apps, “OmniPlan for iPad Review,” June 7, 2012Macworld, “OmniPlan project manager launches as an iPad app,” June 7, 2012MacNN, “Project management tool OmniPlan arrives on iPad,” June 7, 2012iPad Notebook, “OmniPlan for iPad Released,” June 7, 2012App Advice, “The OmniPlan For iPad Review,” June 8, 2012TUAW, “The Omni Group releases OmniPlan for iPad,” June 8, 2012PadGadget, “Project Management Tool OmniPlan Joins the iPad,” June 8, 2012Tab Times, “Omni Group releases iPad app for project management,” June 8, 2012Macworld, “The Week in iOS Apps: Once upon a time,” June 8, 2012Macgasm, “OmniPlan Now Available On The iPad,” June 8, 2012The Verge, “OmniPlan for iPad now available for $49.99,” June 9, 2012Redmond Pie, “OmniPlan For iPad Is The Best Organizing And Planning App We’ve Ever Seen, But Comes At A Steep Price,” June 9, 2012Mobile & Apps, “OmniPlan for iPad Brings On-the-Go Productivity,” June 11, 2012Geeky Gadgets, “OmniPlan Arrives On iPad,” June 11, 2012IT Web, “OmniPlan for iPad simplifies PM,” June 12, 2012