March is generally known as the month that comes in like a lion and goes out like a lamb. Moving from the animal kingdom, this month generally means engineers, marketers and sales people are starting to think about 2012 new products. They are roaring with new ideas for new products now but by the end of the month when the nice weather beckons, all (except those dogged engineers) will be finding any excuse to get outside and to the range. And if they are not, they should be. Generally product development can take months and sometimes years. But every year manufacturers rush to meet the Shot Show deadline with new products and then have nothing available until months (if not years again) later. I've suggested many times to new clients that SHOT Show need not be the deadline for new product introduction. Yes, the big boys will always make a splash with something shiny that goes bang, but for the rest of our industry, many should consider new product launches at other times of the year. When the wire is quiet, it's time to strike and you'll make a more effective splash. Publications are more likely to provide you with great coverage when you decide to get out of the pack. Your launch ad will most likely be placed in a prime position!

But of course, this is just the opinion of a 20-year marketing vet. I'd love to hear some feedback from our media friends on what they would recommend to manufacturers that would help them make the most of one of the most important events in their company's history - THE PRODUCT LAUNCH!