The Ultimate Pre-Launch Hype Checklist: Building Anticipation for Your Tech Innovation.

Use this comprehensive checklist to plan, execute, and measure your tech product pre-launch campaign. This structured approach ensures you cover all critical elements needed to generate meaningful anticipation and lay the groundwork for a successful product launch.

Strategic Planning (12-16 Weeks Pre-Launch)

Pre-Launch Strategy Development

• Define specific pre-launch campaign objectives.
• Establish quantifiable KPIs for pre-launch activities.
• Align pre-launch strategy with overall launch goals.
• Identify target audience segments for pre-launch focus.
• Develop preliminary budget allocation.
• Create high-level timeline with key milestones.
• Assign team roles and responsibilities.
• Identify potential external resources or agencies needed.
• Develop risk assessment and mitigation plan.
• Secure executive buy-in and approval.

Audience Analysis and Segmentation

• Define ideal customer profile for early adoption.
• Identify influencers and thought leaders in your space.
• Map media outlets and journalists covering your category.
• Research online communities relevant to your product.
• Analyze competitor audience engagement patterns.
• Develop detailed persona profiles for each segment.
• Determine channel preferences by audience segment.
• Identify pain points and motivations for each segment.
• Map customer journey for pre-launch engagement.
• Prioritize segments based on strategic value.

Narrative and Messaging Development

• Craft overarching pre-launch narrative.
• Develop strategic positioning statement.
• Create information revelation sequence.
• Define key messaging themes and progression.
• Identify “mystery elements” to maintain intrigue.
• Develop audience-specific messaging variations.
• Create preliminary Q&A document for common questions.
• Establish tone and voice guidelines.
• Identify key differentiation points to emphasize.
• Develop problem framing approach.

Infrastructure and Technology Setup

• Select and implement landing page platform.
• Choose email marketing system.
• Set up analytics and tracking infrastructure.
• Implement social media management tools.
• Select community platform (if applicable).
• Set up social listening and monitoring tools.
• Create data collection and management framework.
• Implement CRM integration for lead management.
• Set up feedback collection system.
• Develop measurement dashboards.

Asset and Content Development (8-12 Weeks Pre-Launch)

Visual Identity and Design

• Create pre-launch visual identity elements.
• Develop teaser logo or product visuals.
• Establish color palette and typography.
• Create design templates for consistent content.
• Develop social media visual assets.
• Create email design templates.
• Design landing page layout and elements.
• Prepare placeholder product imagery.
• Create motion graphics or animation style guide.
• Develop iconography or illustration system.

Core Content Development

• Create content strategy and calendar.
• Develop initial teaser content.
• Create founder/team introduction content.
• Develop problem-focused educational content.
• Create vision or manifesto content.
• Prepare behind-the-scenes material.
• Develop thought leadership articles.
• Create preliminary FAQ content.
• Prepare product category educational material.
• Develop story-driven content about product origin.

Digital Presence Establishment

• Build pre-launch landing page.
• Create waitlist or early access registration system.
• Set up email signup forms and flows.
• Establish or refresh social media profiles.
• Create community platform infrastructure.
• Develop initial email nurture sequences.
• Set up retargeting and tracking pixels.
• Implement SEO foundation for searchability.
• Create domain strategy (teaser vs. main domain).
• Set up monitoring and alert systems.

Engagement Tools Development

• Create lead magnet or incentive for signups.
• Develop email welcome sequence.
• Create social media content templates.
• Build feedback or input mechanisms.
• Develop waitlist status or progress indicators.
• Create referral or sharing tools.
• Develop surveys or research instruments.
• Create gamification elements for engagement.
• Build countdown widgets or elements.
• Develop notification systems for updates.

Outreach and Relationship Building (6-10 Weeks Pre-Launch)

Influencer Strategy

• Research and identify relevant influencers.
• Prioritize influencers based on alignment and reach.
• Develop personalized outreach strategy.
• Create influencer briefing materials.
• Design exclusive preview experiences.
• Develop collaboration or content opportunities.
• Create compensation or incentive model (if applicable).
• Prepare influencer-specific assets.
• Develop relationship management workflow.
• Create tracking system for influencer engagement.

Media Relations Preparation

• Build media list with relevant journalists.
• Develop relationship-building strategy for key outlets.
• Create background briefing materials.
• Prepare executive media training.
• Develop exclusive angle opportunities.
• Create preliminary press release template.
• Design media kit elements.
• Prepare visual assets for media use.
• Develop Q&A document for media inquiries.
• Create media coverage tracking system.

Partner Engagement

• Identify strategic partners for pre-launch activities.
• Develop co-marketing opportunities.
• Create partner briefing materials.
• Design integration showcase plans (if applicable).
• Develop partner communication strategy.
• Create co-branded content opportunities.
• Design partner amplification incentives.
• Prepare partner announcement coordination.
• Develop joint webinar or event opportunities.
• Create attribution and tracking for partner activities.

Community Building Framework

• Define community purpose and value proposition.
• Create community guidelines and policies.
• Develop onboarding process for members.
• Design initial discussion topics and prompts.
• Create content sharing framework.
• Develop community management workflow.
• Create moderation guidelines and process.
• Design recognition and reward system.
• Prepare exclusive community-only content.
• Develop community growth strategy.

Initial Activation (4-8 Weeks Pre-Launch)

Teaser Campaign Launch

• Publish initial teaser content.
• Activate landing page.
• Begin targeted advertising.
• Start email list building.
• Launch social media presence.
• Implement hashtag strategy.
• Begin thought leadership publishing.
• Initiate PR relationship development.
• Start social listening and monitoring.
• Begin community seeding activities.

Early Audience Engagement

• Launch initial lead magnet.
• Begin email nurture sequences.
• Start regular social posting cadence.
• Implement interaction strategy for comments.
• Begin content promotion to relevant communities.
• Start social engagement activities.
• Launch initial surveys or research.
• Begin tracking and analyzing engagement metrics.
• Start testing different messaging variations.
• Launch waitlist with initial incentives.

Progressive Revelation Strategy

• Begin controlled information releases.
• Create anticipation for upcoming reveals.
• Develop content around each revealed element.
• Start sharing behind-the-scenes glimpses.
• Begin product story narrative.
• Launch problem-solution content series.
• Start showcasing team or development process.
• Begin feature teaser content.
• Start use case scenario content.
• Launch countdown to next revelation.

Early Influencer Activation

• Begin influencer briefings.
• Share exclusive information with selected influencers.
• Provide preview materials or demonstrations.
• Launch first collaborative content pieces.
• Start tracking influencer engagement.
• Begin relationship building with second-tier influencers.
• Launch influencer-exclusive information.
• Start coordinating launch timing with key influencers.
• Begin collecting initial influencer feedback.
• Create influencer-driven anticipation content.

Acceleration Phase (2-4 Weeks Pre-Launch)

Community Intensification

• Increase content and engagement frequency.
• Launch special community events.
• Introduce team members to community.
• Begin exclusive Q&A sessions.
• Start special recognition for active members.
• Launch community challenges or activities.
• Begin deeper product discussions.
• Start collecting more structured feedback.
• Launch specialized discussion threads.
• Begin preparing community for launch activities.

Early Access/Beta Program

• Finalize participant selection criteria.
• Launch application or nomination process.
• Create onboarding materials and process.
• Establish NDA or terms for participants.
• Develop feedback collection mechanism.
• Create testing protocols and guidance.
• Establish communication channels for participants.
• Develop bug or issue reporting system.
• Create exclusive early access community.
• Plan recognition for valuable contributors.

Media Strategy Activation

• Begin background briefings with select media.
• Share embargoed information with trusted outlets.
• Schedule pre-launch interviews.
• Finalize press release content.
• Complete media kit development.
• Schedule embargo timeline for launch coverage.
• Begin cultivating exclusive story angles.
• Create media-specific demonstrations.
• Prepare executive spokespersons.
• Develop PR amplification plan.

Conversion Optimization

• Analyze and optimize signup flow.
• Implement A/B testing on key landing pages.
• Refine messaging based on data.
• Optimize email conversion sequences.
• Enhance waitlist experience.
• Implement retargeting campaigns.
• Refine audience targeting for advertising.
• Optimize social conversion points.
• Enhance lead magnet performance.
• Implement exit intent strategies.

Final Countdown (1-2 Weeks Pre-Launch)

Countdown Campaign

• Launch visual countdown elements.
• Increase communication frequency.
• Implement daily content or updates.
• Begin final feature reveals.
• Launch “coming soon” messaging across channels.
• Increase advertising intensity.
• Implement final incentives for pre-launch signup.
• Begin teasing launch day activities.
• Start countdown-specific email sequence.
• Launch social countdown content series.

Final Media and Influencer Coordination

• Schedule embargoed media briefings.
• Distribute final press materials.
• Confirm coverage timing with key outlets.
• Schedule launch day interviews.
• Finalize influencer content publication timing.
• Provide final assets to all partners.
• Confirm social amplification coordination.
• Prepare rapid response team for questions.
• Conduct final spokesperson preparation.
• Create coverage monitoring system.

Community Activation for Launch

• Brief community on launch details.
• Create launch day roles for key members.
• Distribute launch amplification toolkit.
• Schedule community-exclusive launch events.
• Create special recognition for pre-launch members.
• Prepare community management for increased volume.
• Establish launch day communication plan.
• Create special access process for community members.
• Prepare launch day community activities.
• Develop post-launch community engagement plan.

Technical and Operational Readiness

• Verify all landing pages and forms.
• Test email systems at scale.
• Ensure analytics tracking is functioning properly.
• Test social posting and monitoring tools.
• Verify payment processing (if applicable).
• Test account creation process.
• Ensure support systems are ready.
• Verify server capacity for traffic increase.
• Test all conversion paths end-to-end.
• Prepare technical support team for questions.

Launch Integration (Launch Week)

Waitlist Conversion

• Send access notifications to waitlist.
• Implement tiered access if applicable.
• Activate early adopter special incentives.
• Launch waitlist-specific onboarding.
• Monitor conversion rates in real-time.
• Implement rapid response for conversion issues.
• Launch retargeting for non-converting members.
• Begin post-conversion nurture sequence.
• Activate referral incentives for new users.
• Collect feedback on conversion experience.

Community Transition

• Shift community focus to adoption and usage.
• Launch new user welcome and support threads.
• Begin feature highlight discussions.
• Start user showcase opportunities.
• Transition community management approach.
• Launch post-release exclusive content.
• Begin regular product team engagement.
• Implement usage tips and best practices content.
• Start success story collection.
• Launch ongoing feedback mechanisms.

Amplification Coordination

• Activate all partner announcements.
• Coordinate social sharing from influencers.
• Monitor and amplify media coverage.
• Implement social reposting strategy.
• Launch employee social sharing program.
• Begin customer testimonial collection.
• Start coverage roundup development.
• Implement second-wave media outreach.
• Launch social listening and response system.
• Begin developing case studies from early usage.

Measurement and Analysis

• Track pre-launch to launch conversion.
• Analyze traffic sources and quality.
• Monitor social amplification metrics.
• Track media coverage volume and sentiment.
• Measure influencer impact on conversion.
• Analyze community contribution to launch success.
• Begin collecting qualitative feedback.
• Start compiling pre-launch campaign performance data.
• Monitor early customer satisfaction metrics.
• Begin developing success stories and case studies.

Post-Launch Assessment (1-2 Weeks Post-Launch)

Performance Analysis

• Complete comprehensive pre-launch metrics analysis.
• Compare results to pre-launch objectives.
• Analyze audience segment performance.
• Evaluate channel effectiveness.
• Assess content performance and engagement.
• Analyze conversion paths and optimization results.
• Evaluate community growth and quality.
• Assess influencer and partner contribution.
• Analyze media coverage impact.
• Calculate pre-launch campaign ROI.

Feedback Collection

• Survey pre-launch audience members.
• Gather team insights and observations.
• Collect community member feedback.
• Interview key influencers and partners.
• Analyze customer support interactions.
• Review social conversation themes.
• Collect sales team input on lead quality.
• Analyze win/loss data from early sales.
• Gather feedback from media contacts.
• Conduct internal retrospective session.

Documentation and Learning

• Create detailed pre-launch campaign report.
• Document successful tactics and approaches.
• Identify improvement opportunities.
• Update pre-launch playbook with learnings.
• Archive all campaign assets and materials.
• Create template library from successful elements.
• Document process improvements for future launches.
• Create case study of pre-launch campaign.
• Share key learnings with broader organization.
• Develop recommendations for future pre-launch activities.

Community Sustainability

• Evaluate ongoing community engagement strategy.
• Implement regular content and discussion calendar.
• Launch customer success showcase program.
• Develop advanced user programs or opportunities.
• Create ongoing value delivery framework.
• Implement community health monitoring.
• Launch community growth initiatives.
• Develop community-to-product feedback loops.
• Create community leadership opportunities.
• Plan community special events and milestones.

Pre-Launch Resources and Tools

Recommended Technology Stack

• Landing Page Builder (Unbounce, Leadpages, etc.)
• Email Marketing Platform (Mailchimp, GetResponse, etc.)
• CRM System (HubSpot, Salesforce, etc.)
• Analytics Platform (Google Analytics, Mixpanel, etc.)
• Social Media Management Tools (Buffer, Hootsuite, etc.)
• Community Platform (Discord, Circle, Slack, etc.)
• Waitlist Management Tool (Viral Loops, Prefinery, etc.)
• Social Listening Tool (Mention, Brand24, etc.)
• Content Management System (WordPress, Webflow, etc.)
• Project Management Tool (Asana, Trello, etc.)

Essential Templates

• Pre-Launch Strategy Document
• Audience Segmentation Framework
• Content Calendar Template
• Waitlist Signup Flow
• Email Sequence Templates
• Social Media Content Templates
• Influencer Outreach Templates
• Media Pitch Templates
• Feedback Collection Forms
• Measurement Dashboard Templates

Measurement Framework

• Pre-Launch KPI Tracking Dashboard
• Audience Growth Metrics
• Engagement Rate Tracking
• Conversion Funnel Analysis
• Content Performance Metrics
• Influencer Impact Measurement
• Media Coverage Tracking
• Community Health Metrics
• Waitlist Growth and Conversion
• Pre-Launch to Launch Conversion Tracking

Remember that effective pre-launch campaigns require not just tactical execution but strategic alignment with your overall product and business goals. Focus on building genuine interest and value rather than just temporary hype.