In my own personal experiences over the last year, there has been one glaring variable that has stood out like a sore thumb in regards to whether a launch blasts off ... or fizzles.
Personal interaction via email and phone with each legitimate JV Partner.
(I know you probably would say beta testing and tweaking ... and you'd be right, but that should honestly be a no brainer ... and brainstorming should actually be part of the pre launch personal interaction)
I've seen more launches blown by those that have just assumed that a JV blast every other day was going to squeeze every possible sale out of their JV Partners ... rather than reaching out to them well in advance to introduce themselves, ask them their opinion on the product and the promotion, ask if they need any unique promotional tools, if they would like to set up a personal call to their lists, etc. In this day and age, new products are coming out every day ... you simply can't rest on your laurels and assume ... you must assure.
Other variables will affect how much hand holding you'll need to do, like merchant and product brand 'celebrity' (John Reese doesn't have to hold too many hands ... but most of us will), previous merchant - partner relationship (because you were smart enough to create the relationship, first ... in the past), and a serious need for the product in the marketplace (though an unknown will still have to hold some hands ... or convince a few top dogs to offer social proof to accomplish same).
If I were a merchant setting up a product launch right now, I'd work on the aforementioned a good 4 - 6 weeks before launch ... giving 'A' Listers the chance to schedule well in advance, and advise folks to set up any pages, blogs, sub domains, domains, and Web 2.0 in advance so the buzz is already growing going into pre launch, find out through personal interaction who is going to be on board and who isn't by pre launch, and focus on keeping everyone (prospect and partner) in the know, with all tools within hands reach in every automated JV mailing through pre launch and launch.
Geez ... I have to stop here! LOL
Give me a break, folks ... it's early on the East Coast.
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