September 23, 2025 • 29 mins
Welcome to HeadHunters NW Podcast!
I'm Shaylene Keiner, founder, business owner, and highly sought after specialized consultant with the connections and influence you need in the highly regulated industries all focused on building America's future as the world leader.
As the secret weapon for my clients, I identify, recruit, and secure the most in-demand, unreachable talent they need to accomplish their goals.
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Join me as I sit down with top executives and industry leaders to dive deep behind the veil of highly regulated industries and the people who accomplish the goals that make our industry great!
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Industries We Cover • Defense Manufacturing & Technology • Munitions Industries • Aerospace & Space Sectors • Intelligence & Cybersecurity Solutions • Artificial Intelligence Applications • Hardware & Software Development
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In this episode of the HeadHunters NW podcast, we are thrilled to host Jens Krogh, a veteran in the firearms industry, who shares invaluable insights on mastering product launches. Join us as we delve into the common pitfalls companies face, the importance of launch timing, and the critical role of cross-team training. Jens also reveals his latest venture, KroCo Consulting, specializing in product launches and marketing. Discover strategies to ensure your product stands out in a crowded market, from aligning with industry events to effective messaging and leveraging partnerships. Whether you’ve been around for decades or new to the industry, this episode is packed with expert advice to elevate your product launches.
Find Jens on Linked-In - https://www.linkedin.com/in/jens-krogh-01452032/
Contact Jens - Jens@krococonsulting.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Okay, welcome back toHeadHunters NW podcast.
I probably say this every time you listento these or watch these YouTube videos,
but genuinely, I don't think there'sever been a podcast I've done that.
I haven't.
Absolutely adored the personthat I'm talking with and I am
thrilled to have Jens Krogh onthe call today and on the video.
(00:25):
I have meant to look back Jens beforewe got on the call to see when we met.
You probably remember what the yearwas ish, but it was several years ago.
Many years ago.
Yeah,
for sure.
It's been at least 10 years and yeah.
You know, let me start by sayingthank you so much for having me.
You know, I'm really excited about.
To be here and to talk about thisstuff and, and get to talk to you more.
(00:47):
Well, it's something that I thinkwe've talked off and on about doing
for a couple years, but yeah, thetiming just never worked out and
I'm so honored that you would.
Be willing to do, be on thepodcast because not only do I
value our relationship, but yourbackground and what you've done
(01:08):
for our industry is extraordinary.
Your product development, productmarketing, and all things that go
with products are, you can point to.
Product after product after productat the companies you've worked at.
And you're one of the most successfulpeople, I would say, overall in our
industry that people point to andsay, oh yeah, that's, Jen's did that.
(01:31):
It's amazing.
So thank you for being here.
Well, I really appreciate that.
I've, I've had the good fortune ofworking with some incredible people,
some of which you found for me, so well,
I, I don't know, just.
Brogan and I hope he listens to this atsome point 'cause he is just adorable.
He did bring us together,so bless his heart.
Okay, so I want our listeners, youguys, if you're listening, I want you to
(01:55):
hear something that's new and exciting.
Jens has started up his own consultingcompany that is called KroCo And he
is specializing in product launches.
He is already working with severalcustomers, and if you are in the industry
(02:15):
and are attending N-A-S-G-W, you shouldknow that he will be at N-A-S-G-W.
And the smart companies whoknow they need help with product
marketing and product launches.
More importantly, you betterget with Jens while he is there
because he'll be able to take someappointments, but it's filling up fast.
So at the end of this podcast, we'llhave his link and his email, and it'll
(02:39):
be attached to all the information onlineand of course in the press release.
So let's get to it.
We're here to talk about product launch.
Which is definitely oneof your specialties.
Let's talk about what are some of thebiggest mistakes you see companies make
when they're launching a new product?
Yeah, so you know, I thinkthe number one mistake that.
(03:02):
Industry's kind of notorious for islaunching a product without inventory.
And you know, some people do it becausethey're super excited to show off their
new thing, or some people do it forfinancial reasons, you know, they gotta
do it now they gotta get the saleson the books and, you know, opinion.
It's a, it's a huge mistake becauseyou're spending all this energy
(03:25):
and all this effort and all ofthis buildup towards a product
launch and then you have no return.
Immediately, and, and, you know, sixty,ninety, a hundred twenty days can go
by if you're not shipping that product,people forget about it, you know?
Yeah.
Product launch windows are short, gettingshorter, they're not getting longer.
So, you know, customers have shortmemories and other companies are,
(03:47):
are launching competitive productsand so I think it's really important
to capitalize on those launch.
Views, eyes, likes, whatever,whatever you're, you're after
and really get as many sales asyou can right out of the gate.
Yeah, that makes good sense.
But I could see doing something early,but you'd lose momentum so easily.
Yeah.
(04:07):
And everything just moves so fast.
What happens, you said that one of thethings we talked about was emphasizing
committing to a firm launch date.
Can you kind of talk about whythat's important and critical?
Yeah, absolutely.
So when you're building up to a launch andyou're working with influencers, members
of the media and your own productionteam, in some cases, you know, you need
(04:31):
to be able to pick a date and stick toit because if you're launching a new
firearms product and you've scheduled outto be on the cover of a magazine or have
articles coming, you want all of thatstuff to kind of hit at the same time.
And when you go and change thoselaunch dates, it causes a, a
major headache on the editorsand, and publications, Oh yeah.
(04:52):
That you're working with,especially in on the print side.
But also, you know, if you havea, an influencer out there.
And you give them a go live dateof, you know, January 15th, all of
a sudden you call 'em and say, Hey,we have to push it to February.
They might forget that, you know, itbecomes harder and harder for those people
to keep track of those launch dates.
(05:13):
And they sort of.
You know, can forget about it.
Or maybe they've alreadyscheduled a post for that date
and they forget to change it.
So there's just a lot of thingsthat can happen wrong once you
start changing those dates.
And it's really critical tobe a good partner, right?
You're, you're working with the membersof the media on all forms from influencers
(05:34):
to print, and you're working with,you know, launch partners on sometimes
time it with their new products.
Important to be able tostay once you choose it.
Right.
That makes sense.
I wouldn't have, I wouldn't have thoughtabout the fact they really are your
partners, and it's not just your internalpartners, but your external partners.
(05:56):
And you're right, once I put somethingon a calendar and I go to change it, even
though we're electronic, it does seemto affect other things I forget about.
Yeah.
You know, one of the things that Iwould think kind of goes hand in hand
with launching a product when you'retalking about having samples ready,
how do you get the samples ready?
(06:17):
You know, and how far aheaddo they need to be ready?
Because that would be hard todo, especially if you're trying
to stick to this launch date.
And what if something changes,you know, I bet that's really
tough with a product launch.
It is.
It's it's absolutely tough and alot of times those samples are,
you know, late stage prototypesor not full production items.
(06:39):
You know, if it's a firearmsitem, you know, you really need
guns in the hands of media.
Six months in advance.
Wow.
You know, and the, the more time you havein advance, the more content you'll have.
And so six months sounds like a reallylong time, but if you're working on a
new firearms platform that's been indevelopment for two or three years,
(07:01):
you know, you can, you can kind offigure out what that looks like and
have some, some late stage prototypes
you know, if, if you're talking print,you know, reviews, that'll also be online
for, you know, any of the many, many printprint advertisers who also publish online.
You know, they need a, a couple ofmonths from completion date of their
(07:23):
articles to have it in people's mailbox.
So, you know, they've got that lead timeand then their editors don't do stuff.
For hours, you know, it would be,it would be very rude to ask an
editor to, you know, get a gunon a Thursday and have a complete
review done by Saturday or Friday.
Yeah.
You know, it, it's, you need to givethem time to, to give it a proper
(07:45):
review, to spend time with the product.
And then, you know, in, on theinfluencer side, on the, the online
social media influencers, youknow, they have busy calendars too.
So they have to schedule a, a shoot.
They might have a camera guy,they might need to rent a range.
You know, they need timeto get these reviews done.
They don't, they don'tjust happen overnight.
(08:06):
And the longer you give them, themore time they have to edit it,
to tweak it, to make it better.
So in the end, the longer theyhave your product to review.
The better the review's gonna bein the end, more complete gonna be.
Wow.
I would not have, thisis new information to me.
This is one thing I love about thesepodcasts, because I may be a recruiter
(08:28):
and know people, but I don't knowanything about product launches.
So it's a mystery because whenI know they're coming, you
know, they're already done.
It's like, buying forChristmas the year before.
You guys already know what's happening.
It's like planning for shotshow a year in advance.
Well, yeah, and actually that kindof walks us right into the next
question I was gonna ask you about.
(08:49):
How do you balance that timingof a launch with industry events?
You know, when do they helpversus hurt your visibility?
Because there are shows atdifferent times of the year.
Yeah, absolutely.
So, you know, we're coming intothe fall now with an NASGW.
But a lot of the gun buying, hunting,gun buying is happening right now.
(09:10):
You know, that, that late August,September, October, the front end
of the hunting season is when peopleare buying new shotguns in rifles
for, you know, duck hunting, deerhunting, elk hunting, whatever.
And so, you know, N-A-S-G-Wlaunch is a, is a little late.
For a hunting product.
Mm-hmm.
But it, it hits rightin the middle of season.
So if you have that inventory on handand you've already sort of spread
(09:33):
it out through your distributionnetwork, it's, it's not the worst time.
And you have a lot ofeyes of the media there.
You have a lot of attention.
You have a lot of your customers,you know, at that show.
To the same extent shot showis after the hunting season.
And so if your, yourproduct is hunting focused.
Shot show may not be the best timeto do it unless it's a Turkey hunting
(09:54):
product or something like thatwhere the season hasn't come up yet.
A lot of these major purchases forhunters, you know, a firearm with an
optic and all the accessories, you know,they're spending thousands of dollars and
yeah, they may not, you know, spend thatcasually on a Saturday that might plan
out that purchase a few months in advance.
You know, there's a, there's a, a sweetspot before the time of use of, of two
(10:19):
or three months that people really startlooking into, okay, I need, I know I
need a new hunting rifle this year.
I've got the money saved up.
What am I gonna buy?
They'll start doing their research.
Or they'll start going to gun storesand start looking at stuff and you
know, buy before the season starts.
And so, you know, shot show being aftermost of the big game hunting seasons may
(10:41):
not be the best time to launch a product.
Inversely, if it's a handgun or a,you know, a competition style gun.
Then it's a great time to launcha product because you're kind of
hitting the reset button in that Q1for the competitive shooting season.
Or the handgun, you know, buying season.
A lot of handguns are sold in Q1with tax refunds or, you know,
(11:03):
whatever, whatever purpose andhandguns are are a year-round sale.
You know, a concealed carry gunsales 12 months outta the year.
It's a lot less seasonal.
Than a than a hunting product.
There's definitely some seasonality to it.
You know, Q1 and Q4 are always gonnabe your, your biggest sales quarters,
but a lot less seasonality products.
(11:27):
And I think one of the mistakes that canbe made at Shot show is, you know, you can
get lost because there's so many peoplelaunching products that show a huge event
that's known for launching new products.
You know, if you're not making a bigsplash or a big impact, you know,
their companies launching a, a product.
(11:48):
So it may not be what's best for you.
It might be, it might, itmight be the perfect time.
So, yeah, you know, timing isreally product dependent and
then also inventory dependent.
You know kind of like we startout by saying, I don't like to see
product launches without inventory.
And so if your product's notready to go, then I wouldn't
(12:10):
recommend launching a shot show.
Seems like I don't know, I should haveprobably already realized this, but
it's kind of a new revelation for meor maybe I've just finally heard you.
Mm-hmm.
Not only is it important to getmarketing people that know our
industry because of the uniqueness of.
All things firearms.
It can be high, highly regulated.
(12:31):
It can be because of marketinglimitations, but I think it sounds
like even more important might beworking with a person that understands.
The when the launches should be done forthese products and the niche within the
niche and the timing and which trade showsattract who that could really make a big
(12:54):
difference in your success versus failure.
Absolutely.
And I guess I didn't really putthat all together until just now.
Yeah.
Yeah.
It can, it can be a huge difference.
You know, and, and is if everything elseis in line and set up perfectly, your
messaging and, and everything else, thenyou know, timing is, is probably one
(13:14):
of the most important things of launch.
And if it's a big enough launch foryour company that's, you know, vital
to your company or the future of your.
You might have to sit a few monthslonger than you want to on it.
So I'm a lot excited to show offtheir their new product, which is
great, but sometimes it's better tohold off another couple of months.
(13:37):
Yeah, that would be tough when you'retalking about the investment because
these are real investments and when youget into a topic that could have, we
could talk about this all by itself,but I don't wanna get too far into it.
Let's talk about trademarking,because how do you decide?
When you trademark and when you don't, andwhat features are worth that investment?
(14:01):
And I almost wanna say disclosure,because once you go to trademark,
then everybody knows your, yourdrawings and everything, right?
Yeah.
You know with trademarks and patentsyou know, your patents are published
online basically as soon as the, thefilings are approved and they're.
And so people are gonna see that, butit's, it's patented, so it's covered.
(14:24):
Mm-hmm.
With trademarks you can typically hidethose a little bit better before Okay.
Launch 'em.
And you know that, thatexpense is, is really.
Again, it's product dependent, butyou know, if you're launching a new
handgun and you have three or fourcore features of that product that
you're really pushing in the messaging,it's definitely worth the investment
(14:46):
to do a trademark research to make.
You know, nudging up againstanybody else's trademark.
Yeah.
But also to protect that yourselfbecause a, a competitor might come
in and say they're doing the samething and use the same language and,
you know, that can throw off your,your search engine optimization.
It can throw off the, the analyticswhen people are searching for it.
(15:09):
And, you know, you have copycatsout there, so sometimes those
are unintentional, but you know,other times they're, they're not.
Yeah, that's a whole, that couldbe a whole can of worms in itself.
I mean, we could have a whole podcastjust on patents and trademarks.
Oh yeah.
And I, I know a great guy if youwanna talk to him, he's, he's
(15:31):
one of the best in the business.
He's
sounds like maybe we needto have him on the podcast.
'cause I, I really dig talking aboutpatents and trademarks because I
think it affects any kind of business.
Yeah.
But in the firearms industry,we have had a lot of scuttlebutt
about that over the years.
And it would not be a bad topic to have.
(15:53):
No, we, we certainly have.
And you know, I, I'll sendyou a, a contact after this.
Good.
But yeah, it's, it's very important,you know, I've been involved in,
in trademark and patent you know,litigation been on, on both sides of it.
And it, it can get ugly, butit's also, you know, there can be
opportunity out of that, you know?
Yeah.
(16:13):
Recently we launched a, we at, at Walterlaunched a product made in Germany.
It was covered by all European patents,but not US patents, so the Germans didn't.
Didn't do all of their homework on theUS patent side, and we kind of nudged
up against somebody else's patent.
And we ended up buying the patent from 'emand having a good relationship with that
(16:35):
company because we were able to say, look,you know, we didn't do this on purpose.
We messed up.
You know, how can we resolve this?
How can we make it better?
And, you know that's really donethroughout the development process.
By the time you pick your launchdate, you should have all your
patents and trademarks tied up.
That's great news.
You should.
(16:55):
You should.
You should do it.
Yeah.
Good information.
And I love to hear that companies areusing good communication because there's
no reason not to assume that will work.
It really does work moreoften than people realize.
Yeah.
Just good communication.
Really makes, makes the difference.
We don't all have to sue each other
a hundred percent.
And, and you know, we're insuch a small industry overall
(17:18):
in such a tight knit industry.
You know, in this example, these guyscalled us, they said, Hey, we saw your
new product looks great, but it lookspretty similar in, in these few areas.
And
yeah,
reviewed it and you know, they didn'tcome at us saying they were gonna
throw lawsuits at us and calling useverything under the sun, you know,
so really, I have to hand it to them.
(17:38):
They approached it.
You know, that's
very cool.
Very professional.
It, it was, it was, it's agreat, great transaction.
I think it ended up well for both of us.
That's great.
What's what would you say the differenceis between launching to existing
customers versus new customers?
And is there approach that shouldbe used differently for those?
(18:01):
Yeah, for sure.
You know I think it's all about whereyou're, where you're telling people
about your new product and if you keepgoing back to the same channels that
you've always gone to and gone through.
You know, you're only gonnahit the customers that you've
already hit, so mm-hmm.
If your new product is somethingthat you're really trying to reach
new customers, you have to findnew avenues to tell 'em about it.
(18:23):
So whether that's, youknow, a different set of.
Of influencers, a different set ofpeople reviewing that product or
a different media type altogether.
You know, is this a, a moretechnologically advanced product that,
that appeals to a younger generation?
Then you have to find where that youngergeneration is getting their information
and, and feed it to them there.
(18:46):
And so the same strategies definitelydon't work for every product and.
You know, one thing I talk tocustomers about is, you know, do
you have the customers you want ordo you have the customers you have?
You know, good point.
A lot of people don't really understandthe difference of, yes, we have
these customers, they're great.
That's great.
You don't want to alienate 'em, butare they the customers you want?
(19:09):
Right?
Are they the customersyou want for this product?
Are they relaying yourbrand message correctly?
Are they they passionateabout the product?
Does your message relate to them?
You know, does it activate that buyswitch for that target customer?
Yeah, that's, that's a good questionbecause we all have to really rethink
(19:30):
that in business and I think productlaunches, I, I'm not sure again
that I would've thought of that.
I'm sure you guys who are pros in theindustry do, but maybe not the rest
of the team because this affects.
You know, everyone in the team,this affects internal, your internal
coworkers and your bus, yourpartners when it comes to marketing
(19:51):
and other things and operations.
So everybody's affected by this?
Absolutely.
And, you know, from engineeringto customer service.
You know, are they, are they talking tocustomers the way that customers need to
be talked to and want to be talked to?
Are they designing products in a waythat appeals to that target customer?
And you know, are they giving us designsthat are, are sellable that we can.
(20:16):
We can create that messagingaround and create something that
they actually want, you know?
Yeah.
It's all about creating that, thatbuy activation in that customer.
Well, how do you do that withso many content requirements?
I mean, you know, when you're talkingabout marketing and that has to
do with these product launches.
You've got videos, reviews, photography.
(20:39):
Where should a company, maybea small company with limited
resources, how do they.
Tackle this?
What do they focus on?
Yeah, so I think one of the best placesto start there is, is launch partners.
And that's, that's finding othercompanies that make similar products.
You know, if you're, if you're a pistolcompany, it might be a holster company
or a light company, really lookingout to them and kinda letting them see
(21:06):
a little bit, say, Hey, we're comingproduct that, does this really think
it's a good fit with your product?
You know, can you build somecontent, our new product?
We'll build some content withyour product that, and, and kind
of share in that scenario theircustomer that you may not have.
(21:31):
And so that's a good, verycost effective way to do it.
You know, the other is,is influencers and video.
Video is very powerful and it'sbecoming more and more powerful.
YouTube's very important to our business,even with all the censorship issues.
YouTube still one of the places thatthe younger generation goes more
(21:51):
frequently to get their information.
You know, they'll spend more timesearching on YouTube than they will on
your website or a partner's website even.
Yeah.
So I think those are a coupleof really good places to start.
And then really it's justhaving that product messaging,
how you, your product and.
(22:11):
Way to them.
That also has to be simple.
You know, you with your messaging, theclick with customers, but you know, you
have to sell it to your internal salesteam, to their dealers, the dealers
to the counter guys and the counterguys repeating it to the customer.
If that's your, your avenue, you know,your, your videos need to be short.
(22:32):
They need to be to the point.
Boom, here's the three things that youneed to know about this product that we
think are most of that customer base.
And so that getting the messagingdown is, you know, almost as.
Timing on a product launch.
, It's just having those two or threethings that are gonna say, aha.
You know, make that customer reallyclick over and say, this is it, this
(22:56):
is the gun for me, or this is theholster for me, or, you know, whatever.
Yeah.
Whatever your product is.
And so working really hardon that messaging, being able
to distribute it you know.
Really, and on paper, youknow, in some cases, yeah.
For your sales guys to, to get outand get in front of the dealers, you
know, is, is absolutely critical.
(23:18):
And that really doesn't cost a companymuch if they do it in-house and,
and figure out how to describe theirproduct features in a better clear.
One of the things that I did wanna touchon is, I know we've talked before and
you are a real believer in trainingeveryone, that product launch isn't
(23:41):
just for the marketing team, it's notjust for the product team, it's for
everyone from employees to dealers.
Absolutely.
Can you talk a little bit about that?
Yeah, training is critical and youknow, in my mind, one of the first
thing training is, is it gets youinternal buy-in to this new product.
And so if you're selling it to yourteam first and they're bought in,
(24:05):
then they're gonna, they're gonnasell it to the customers a lot better.
And so.
You're using in-house salespeople ora rep agency, you know, having them
trained with all the products, features,benefits, that clear, concise messaging,
and then spending some time with them,you know, whether it's on the or.
(24:25):
However your product is used, install it.
They need to know how to answer questionson customers who are using this product.
And if it's something innovative andnew and different, you know, customers
are gonna have a lot of questions.
So that's when your, yeah, your customerservice team is absolutely critical.
And then, you know, on the productionline, the guys in, in ladies putting
(24:49):
this product together need tounderstand how it's used in the end.
And I think the more that theyunderstand like, Hey, this is a gun.
This could be carried by a policeofficer in the line of duty.
This could be carried by afather, you know, with a, or a
mother, with a baby in her arms.
You know, it's criticalthat they understand that,
(25:10):
that we're making firearms.
You know, they're designed to save lives.
They're designed to take lives, and, andI think that the more they understand
the user, the better off they are.
Really at their jobs.
And yeah, the training tome starts internally and
then spreads out from there.
So the way that you train your salesreps is the way that they're gonna
(25:32):
train their distributor customers.
That's the way they're gonnatrain their dealer customers.
And at the end of the day, that's themessaging that's going to the consumer.
When he goes up, he or she goes up to thegun counter to, to purchase your product.
And so, yeah, it's got a lot of
blow through.
Right there.
I mean, you really have to getyour messaging consistent in the
beginning and have it be somethingrepeatable and consistent.
(25:56):
Yeah.
Yep.
Absolutely.
Well, I I kind of, I could really, wecould do this for an hour or more just
on this one subject, but I, I knowwe have to wrap up shortly here on
this podcast, but I do have one morequestion that I wanted to squish in.
Yeah.
If someone's listening andplanning a launch for next year.
(26:17):
What should they start doing tomorrow?
Is that even soon enough?
Or, I guess it's probably really uniqueto the product and timing, isn't it?
Yeah, it's definitely uniqueto the product and timing.
It's absolutely soon enough.
Now for, for next year, really,
what they need to do is, isunderstand that all these things
have to happen before you canhave a successful product launch.
(26:39):
And so they're gonna need, you know, photoready prototypes, video ready prototypes.
You know, sooner rather than later.
They're gonna need samples that areusable for media and influencers
sooner rather than later.
You know, giving those peoplemore time is, is critical.
And then they're gonna have tounderstand the production side behind it.
(27:00):
When are they gonna have inventoryin the warehouse and when are they
gonna have all of these thingsready to go for that launch?
I think understanding all that's involvedis, is really the first critical step
and seeing all of these things laid outand, and sort of bringing that backwards.
Okay, so if we're here today, butI'm not gonna have a, a complete
(27:23):
prototype for another 90 days,can I really launch in January?
Probably not.
Right?
But you've done this and you have yearsof experience and your relationships, I
can say firsthand are deep and meaningful.
So I'd say they're, they're a broadrange in all things that touch product
(27:45):
development and actually having.
Products manufactured, but itseems like you have a real roadmap.
You have, you've done this longenough, this is how we do it.
Here's how we can, you know, there mightbe some variables in there, but it's
a roadmap that, that you can follow.
Yeah, AB absolutely, youknow, a general roadmap.
(28:07):
Every product launch is different,every product is different,
whether it's the product itselfor the market it's going after.
And you know, you have to be ableto adapt that kind of roadmap or,
or checklist, whatever you wannacall it, to, to that product.
And so.
You know, if there's one thing I'velearned, it's that every product launch is
different, but they all have these thingsin common in order to be successful.
(28:31):
You could be a recruiter that'sjust like we're learning.
Whatcha talked about.
I'm gonna leave that.
Well, thank you Jens, for being on here.
Everyone should remember KroCo.
And if you can't get to N-A-S-G-W, tomeet Jens, which is in October we're going
(28:52):
back to Dallas, to Grapevine, actually,for N-A-S-G-W, you really should reach
out to him right away because he, youknow, there's only a limited amount of
product launches he can manage at once.
And you wanna get in early on this, 'causeyou can see it's got some time to it.
And if you can't find him on LinkedIn.
You can always reach out to me andI'll put you in direct touch with
(29:14):
Jens, but we're gonna post hisLinkedIn link on our webpage and also
any social media posts that we have.
So thank you Jens, forcoming and being a guest.
I'm deeply honored and appreciativefor you to do this with me.
No, thank,
thank you.
Thank you so much.
I really appreciate it.
These are my people.
Like this is my, this is my jam.
(29:36):
I love this stuff.
I can't make anything, but I canintroduce people and it's an honor.
So that'll be it forHeadHunters NW Podcast.
We're excited to have you listen, joinus for all our podcasts in the past and
upcoming, and we'll talk to you next time.
Thanks.
Okay, welcome back toHeadHunters NW podcast.
I probably say this every time you listento these or watch these YouTube videos,
but genuinely, I don't think there'sever been a podcast I've done that.
I haven't.
Absolutely adored the personthat I'm talking with and I am
thrilled to have Jens Krogh onthe call today and on the video.
(00:25):
I have meant to look back Jens beforewe got on the call to see when we met.
You probably remember what the yearwas ish, but it was several years ago.
Many years ago.
Yeah,
for sure.
It's been at least 10 years and yeah.
You know, let me start by sayingthank you so much for having me.
You know, I'm really excited about.
To be here and to talk about thisstuff and, and get to talk to you more.
(00:47):
Well, it's something that I thinkwe've talked off and on about doing
for a couple years, but yeah, thetiming just never worked out and
I'm so honored that you would.
Be willing to do, be on thepodcast because not only do I
value our relationship, but yourbackground and what you've done
(01:08):
for our industry is extraordinary.
Your product development, productmarketing, and all things that go
with products are, you can point to.
Product after product after productat the companies you've worked at.
And you're one of the most successfulpeople, I would say, overall in our
industry that people point to andsay, oh yeah, that's, Jen's did that.
(01:31):
It's amazing.
So thank you for being here.
Well, I really appreciate that.
I've, I've had the good fortune ofworking with some incredible people,
some of which you found for me, so well,
I, I don't know, just.
Brogan and I hope he listens to this atsome point 'cause he is just adorable.
He did bring us together,so bless his heart.
Okay, so I want our listeners, youguys, if you're listening, I want you to
(01:55):
hear something that's new and exciting.
Jens has started up his own consultingcompany that is called KroCo And he
is specializing in product launches.
He is already working with severalcustomers, and if you are in the industry
(02:15):
and are attending N-A-S-G-W, you shouldknow that he will be at N-A-S-G-W.
And the smart companies whoknow they need help with product
marketing and product launches.
More importantly, you betterget with Jens while he is there
because he'll be able to take someappointments, but it's filling up fast.
So at the end of this podcast, we'llhave his link and his email, and it'll
(02:39):
be attached to all the information onlineand of course in the press release.
So let's get to it.
We're here to talk about product launch.
Which is definitely oneof your specialties.
Let's talk about what are some of thebiggest mistakes you see companies make
when they're launching a new product?
Yeah, so you know, I thinkthe number one mistake that.
(03:02):
Industry's kind of notorious for islaunching a product without inventory.
And you know, some people do it becausethey're super excited to show off their
new thing, or some people do it forfinancial reasons, you know, they gotta
do it now they gotta get the saleson the books and, you know, opinion.
It's a, it's a huge mistake becauseyou're spending all this energy
(03:25):
and all this effort and all ofthis buildup towards a product
launch and then you have no return.
Immediately, and, and, you know, sixty,ninety, a hundred twenty days can go
by if you're not shipping that product,people forget about it, you know?
Yeah.
Product launch windows are short, gettingshorter, they're not getting longer.
So, you know, customers have shortmemories and other companies are,
(03:47):
are launching competitive productsand so I think it's really important
to capitalize on those launch.
Views, eyes, likes, whatever,whatever you're, you're after
and really get as many sales asyou can right out of the gate.
Yeah, that makes good sense.
But I could see doing something early,but you'd lose momentum so easily.
Yeah.
(04:07):
And everything just moves so fast.
What happens, you said that one of thethings we talked about was emphasizing
committing to a firm launch date.
Can you kind of talk about whythat's important and critical?
Yeah, absolutely.
So when you're building up to a launch andyou're working with influencers, members
of the media and your own productionteam, in some cases, you know, you need
(04:31):
to be able to pick a date and stick toit because if you're launching a new
firearms product and you've scheduled outto be on the cover of a magazine or have
articles coming, you want all of thatstuff to kind of hit at the same time.
And when you go and change thoselaunch dates, it causes a, a
major headache on the editorsand, and publications, Oh yeah.
(04:52):
That you're working with,especially in on the print side.
But also, you know, if you havea, an influencer out there.
And you give them a go live dateof, you know, January 15th, all of
a sudden you call 'em and say, Hey,we have to push it to February.
They might forget that, you know, itbecomes harder and harder for those people
to keep track of those launch dates.
(05:13):
And they sort of.
You know, can forget about it.
Or maybe they've alreadyscheduled a post for that date
and they forget to change it.
So there's just a lot of thingsthat can happen wrong once you
start changing those dates.
And it's really critical tobe a good partner, right?
You're, you're working with the membersof the media on all forms from influencers
(05:34):
to print, and you're working with,you know, launch partners on sometimes
time it with their new products.
Important to be able tostay once you choose it.
Right.
That makes sense.
I wouldn't have, I wouldn't have thoughtabout the fact they really are your
partners, and it's not just your internalpartners, but your external partners.
(05:56):
And you're right, once I put somethingon a calendar and I go to change it, even
though we're electronic, it does seemto affect other things I forget about.
Yeah.
You know, one of the things that Iwould think kind of goes hand in hand
with launching a product when you'retalking about having samples ready,
how do you get the samples ready?
(06:17):
You know, and how far aheaddo they need to be ready?
Because that would be hard todo, especially if you're trying
to stick to this launch date.
And what if something changes,you know, I bet that's really
tough with a product launch.
It is.
It's it's absolutely tough and alot of times those samples are,
you know, late stage prototypesor not full production items.
(06:39):
You know, if it's a firearmsitem, you know, you really need
guns in the hands of media.
Six months in advance.
Wow.
You know, and the, the more time you havein advance, the more content you'll have.
And so six months sounds like a reallylong time, but if you're working on a
new firearms platform that's been indevelopment for two or three years,
(07:01):
you know, you can, you can kind offigure out what that looks like and
have some, some late stage prototypes
you know, if, if you're talking print,you know, reviews, that'll also be online
for, you know, any of the many, many printprint advertisers who also publish online.
You know, they need a, a couple ofmonths from completion date of their
(07:23):
articles to have it in people's mailbox.
So, you know, they've got that lead timeand then their editors don't do stuff.
For hours, you know, it would be,it would be very rude to ask an
editor to, you know, get a gunon a Thursday and have a complete
review done by Saturday or Friday.
Yeah.
You know, it, it's, you need to givethem time to, to give it a proper
(07:45):
review, to spend time with the product.
And then, you know, in, on theinfluencer side, on the, the online
social media influencers, youknow, they have busy calendars too.
So they have to schedule a, a shoot.
They might have a camera guy,they might need to rent a range.
You know, they need timeto get these reviews done.
They don't, they don'tjust happen overnight.
(08:06):
And the longer you give them, themore time they have to edit it,
to tweak it, to make it better.
So in the end, the longer theyhave your product to review.
The better the review's gonna bein the end, more complete gonna be.
Wow.
I would not have, thisis new information to me.
This is one thing I love about thesepodcasts, because I may be a recruiter
(08:28):
and know people, but I don't knowanything about product launches.
So it's a mystery because whenI know they're coming, you
know, they're already done.
It's like, buying forChristmas the year before.
You guys already know what's happening.
It's like planning for shotshow a year in advance.
Well, yeah, and actually that kindof walks us right into the next
question I was gonna ask you about.
(08:49):
How do you balance that timingof a launch with industry events?
You know, when do they helpversus hurt your visibility?
Because there are shows atdifferent times of the year.
Yeah, absolutely.
So, you know, we're coming intothe fall now with an NASGW.
But a lot of the gun buying, hunting,gun buying is happening right now.
(09:10):
You know, that, that late August,September, October, the front end
of the hunting season is when peopleare buying new shotguns in rifles
for, you know, duck hunting, deerhunting, elk hunting, whatever.
And so, you know, N-A-S-G-Wlaunch is a, is a little late.
For a hunting product.
Mm-hmm.
But it, it hits rightin the middle of season.
So if you have that inventory on handand you've already sort of spread
(09:33):
it out through your distributionnetwork, it's, it's not the worst time.
And you have a lot ofeyes of the media there.
You have a lot of attention.
You have a lot of your customers,you know, at that show.
To the same extent shot showis after the hunting season.
And so if your, yourproduct is hunting focused.
Shot show may not be the best timeto do it unless it's a Turkey hunting
(09:54):
product or something like thatwhere the season hasn't come up yet.
A lot of these major purchases forhunters, you know, a firearm with an
optic and all the accessories, you know,they're spending thousands of dollars and
yeah, they may not, you know, spend thatcasually on a Saturday that might plan
out that purchase a few months in advance.
You know, there's a, there's a, a sweetspot before the time of use of, of two
(10:19):
or three months that people really startlooking into, okay, I need, I know I
need a new hunting rifle this year.
I've got the money saved up.
What am I gonna buy?
They'll start doing their research.
Or they'll start going to gun storesand start looking at stuff and you
know, buy before the season starts.
And so, you know, shot show being aftermost of the big game hunting seasons may
(10:41):
not be the best time to launch a product.
Inversely, if it's a handgun or a,you know, a competition style gun.
Then it's a great time to launcha product because you're kind of
hitting the reset button in that Q1for the competitive shooting season.
Or the handgun, you know, buying season.
A lot of handguns are sold in Q1with tax refunds or, you know,
(11:03):
whatever, whatever purpose andhandguns are are a year-round sale.
You know, a concealed carry gunsales 12 months outta the year.
It's a lot less seasonal.
Than a than a hunting product.
There's definitely some seasonality to it.
You know, Q1 and Q4 are always gonnabe your, your biggest sales quarters,
but a lot less seasonality products.
(11:27):
And I think one of the mistakes that canbe made at Shot show is, you know, you can
get lost because there's so many peoplelaunching products that show a huge event
that's known for launching new products.
You know, if you're not making a bigsplash or a big impact, you know,
their companies launching a, a product.
(11:48):
So it may not be what's best for you.
It might be, it might, itmight be the perfect time.
So, yeah, you know, timing isreally product dependent and
then also inventory dependent.
You know kind of like we startout by saying, I don't like to see
product launches without inventory.
And so if your product's notready to go, then I wouldn't
(12:10):
recommend launching a shot show.
Seems like I don't know, I should haveprobably already realized this, but
it's kind of a new revelation for meor maybe I've just finally heard you.
Mm-hmm.
Not only is it important to getmarketing people that know our
industry because of the uniqueness of.
All things firearms.
It can be high, highly regulated.
(12:31):
It can be because of marketinglimitations, but I think it sounds
like even more important might beworking with a person that understands.
The when the launches should be done forthese products and the niche within the
niche and the timing and which trade showsattract who that could really make a big
(12:54):
difference in your success versus failure.
Absolutely.
And I guess I didn't really putthat all together until just now.
Yeah.
Yeah.
It can, it can be a huge difference.
You know, and, and is if everything elseis in line and set up perfectly, your
messaging and, and everything else, thenyou know, timing is, is probably one
(13:14):
of the most important things of launch.
And if it's a big enough launch foryour company that's, you know, vital
to your company or the future of your.
You might have to sit a few monthslonger than you want to on it.
So I'm a lot excited to show offtheir their new product, which is
great, but sometimes it's better tohold off another couple of months.
(13:37):
Yeah, that would be tough when you'retalking about the investment because
these are real investments and when youget into a topic that could have, we
could talk about this all by itself,but I don't wanna get too far into it.
Let's talk about trademarking,because how do you decide?
When you trademark and when you don't, andwhat features are worth that investment?
(14:01):
And I almost wanna say disclosure,because once you go to trademark,
then everybody knows your, yourdrawings and everything, right?
Yeah.
You know with trademarks and patentsyou know, your patents are published
online basically as soon as the, thefilings are approved and they're.
And so people are gonna see that, butit's, it's patented, so it's covered.
(14:24):
Mm-hmm.
With trademarks you can typically hidethose a little bit better before Okay.
Launch 'em.
And you know that, thatexpense is, is really.
Again, it's product dependent, butyou know, if you're launching a new
handgun and you have three or fourcore features of that product that
you're really pushing in the messaging,it's definitely worth the investment
(14:46):
to do a trademark research to make.
You know, nudging up againstanybody else's trademark.
Yeah.
But also to protect that yourselfbecause a, a competitor might come
in and say they're doing the samething and use the same language and,
you know, that can throw off your,your search engine optimization.
It can throw off the, the analyticswhen people are searching for it.
(15:09):
And, you know, you have copycatsout there, so sometimes those
are unintentional, but you know,other times they're, they're not.
Yeah, that's a whole, that couldbe a whole can of worms in itself.
I mean, we could have a whole podcastjust on patents and trademarks.
Oh yeah.
And I, I know a great guy if youwanna talk to him, he's, he's
(15:31):
one of the best in the business.
He's
sounds like maybe we needto have him on the podcast.
'cause I, I really dig talking aboutpatents and trademarks because I
think it affects any kind of business.
Yeah.
But in the firearms industry,we have had a lot of scuttlebutt
about that over the years.
And it would not be a bad topic to have.
(15:53):
No, we, we certainly have.
And you know, I, I'll sendyou a, a contact after this.
Good.
But yeah, it's, it's very important,you know, I've been involved in,
in trademark and patent you know,litigation been on, on both sides of it.
And it, it can get ugly, butit's also, you know, there can be
opportunity out of that, you know?
Yeah.
(16:13):
Recently we launched a, we at, at Walterlaunched a product made in Germany.
It was covered by all European patents,but not US patents, so the Germans didn't.
Didn't do all of their homework on theUS patent side, and we kind of nudged
up against somebody else's patent.
And we ended up buying the patent from 'emand having a good relationship with that
(16:35):
company because we were able to say, look,you know, we didn't do this on purpose.
We messed up.
You know, how can we resolve this?
How can we make it better?
And, you know that's really donethroughout the development process.
By the time you pick your launchdate, you should have all your
patents and trademarks tied up.
That's great news.
You should.
(16:55):
You should.
You should do it.
Yeah.
Good information.
And I love to hear that companies areusing good communication because there's
no reason not to assume that will work.
It really does work moreoften than people realize.
Yeah.
Just good communication.
Really makes, makes the difference.
We don't all have to sue each other
a hundred percent.
And, and you know, we're insuch a small industry overall
(17:18):
in such a tight knit industry.
You know, in this example, these guyscalled us, they said, Hey, we saw your
new product looks great, but it lookspretty similar in, in these few areas.
And
yeah,
reviewed it and you know, they didn'tcome at us saying they were gonna
throw lawsuits at us and calling useverything under the sun, you know,
so really, I have to hand it to them.
(17:38):
They approached it.
You know, that's
very cool.
Very professional.
It, it was, it was, it's agreat, great transaction.
I think it ended up well for both of us.
That's great.
What's what would you say the differenceis between launching to existing
customers versus new customers?
And is there approach that shouldbe used differently for those?
(18:01):
Yeah, for sure.
You know I think it's all about whereyou're, where you're telling people
about your new product and if you keepgoing back to the same channels that
you've always gone to and gone through.
You know, you're only gonnahit the customers that you've
already hit, so mm-hmm.
If your new product is somethingthat you're really trying to reach
new customers, you have to findnew avenues to tell 'em about it.
(18:23):
So whether that's, youknow, a different set of.
Of influencers, a different set ofpeople reviewing that product or
a different media type altogether.
You know, is this a, a moretechnologically advanced product that,
that appeals to a younger generation?
Then you have to find where that youngergeneration is getting their information
and, and feed it to them there.
(18:46):
And so the same strategies definitelydon't work for every product and.
You know, one thing I talk tocustomers about is, you know, do
you have the customers you want ordo you have the customers you have?
You know, good point.
A lot of people don't really understandthe difference of, yes, we have
these customers, they're great.
That's great.
You don't want to alienate 'em, butare they the customers you want?
(19:09):
Right?
Are they the customersyou want for this product?
Are they relaying yourbrand message correctly?
Are they they passionateabout the product?
Does your message relate to them?
You know, does it activate that buyswitch for that target customer?
Yeah, that's, that's a good questionbecause we all have to really rethink
(19:30):
that in business and I think productlaunches, I, I'm not sure again
that I would've thought of that.
I'm sure you guys who are pros in theindustry do, but maybe not the rest
of the team because this affects.
You know, everyone in the team,this affects internal, your internal
coworkers and your bus, yourpartners when it comes to marketing
(19:51):
and other things and operations.
So everybody's affected by this?
Absolutely.
And, you know, from engineeringto customer service.
You know, are they, are they talking tocustomers the way that customers need to
be talked to and want to be talked to?
Are they designing products in a waythat appeals to that target customer?
And you know, are they giving us designsthat are, are sellable that we can.
(20:16):
We can create that messagingaround and create something that
they actually want, you know?
Yeah.
It's all about creating that, thatbuy activation in that customer.
Well, how do you do that withso many content requirements?
I mean, you know, when you're talkingabout marketing and that has to
do with these product launches.
You've got videos, reviews, photography.
(20:39):
Where should a company, maybea small company with limited
resources, how do they.
Tackle this?
What do they focus on?
Yeah, so I think one of the best placesto start there is, is launch partners.
And that's, that's finding othercompanies that make similar products.
You know, if you're, if you're a pistolcompany, it might be a holster company
or a light company, really lookingout to them and kinda letting them see
(21:06):
a little bit, say, Hey, we're comingproduct that, does this really think
it's a good fit with your product?
You know, can you build somecontent, our new product?
We'll build some content withyour product that, and, and kind
of share in that scenario theircustomer that you may not have.
(21:31):
And so that's a good, verycost effective way to do it.
You know, the other is,is influencers and video.
Video is very powerful and it'sbecoming more and more powerful.
YouTube's very important to our business,even with all the censorship issues.
YouTube still one of the places thatthe younger generation goes more
(21:51):
frequently to get their information.
You know, they'll spend more timesearching on YouTube than they will on
your website or a partner's website even.
Yeah.
So I think those are a coupleof really good places to start.
And then really it's justhaving that product messaging,
how you, your product and.
(22:11):
Way to them.
That also has to be simple.
You know, you with your messaging, theclick with customers, but you know, you
have to sell it to your internal salesteam, to their dealers, the dealers
to the counter guys and the counterguys repeating it to the customer.
If that's your, your avenue, you know,your, your videos need to be short.
(22:32):
They need to be to the point.
Boom, here's the three things that youneed to know about this product that we
think are most of that customer base.
And so that getting the messagingdown is, you know, almost as.
Timing on a product launch.
, It's just having those two or threethings that are gonna say, aha.
You know, make that customer reallyclick over and say, this is it, this
(22:56):
is the gun for me, or this is theholster for me, or, you know, whatever.
Yeah.
Whatever your product is.
And so working really hardon that messaging, being able
to distribute it you know.
Really, and on paper, youknow, in some cases, yeah.
For your sales guys to, to get outand get in front of the dealers, you
know, is, is absolutely critical.
(23:18):
And that really doesn't cost a companymuch if they do it in-house and,
and figure out how to describe theirproduct features in a better clear.
One of the things that I did wanna touchon is, I know we've talked before and
you are a real believer in trainingeveryone, that product launch isn't
(23:41):
just for the marketing team, it's notjust for the product team, it's for
everyone from employees to dealers.
Absolutely.
Can you talk a little bit about that?
Yeah, training is critical and youknow, in my mind, one of the first
thing training is, is it gets youinternal buy-in to this new product.
And so if you're selling it to yourteam first and they're bought in,
(24:05):
then they're gonna, they're gonnasell it to the customers a lot better.
And so.
You're using in-house salespeople ora rep agency, you know, having them
trained with all the products, features,benefits, that clear, concise messaging,
and then spending some time with them,you know, whether it's on the or.
(24:25):
However your product is used, install it.
They need to know how to answer questionson customers who are using this product.
And if it's something innovative andnew and different, you know, customers
are gonna have a lot of questions.
So that's when your, yeah, your customerservice team is absolutely critical.
And then, you know, on the productionline, the guys in, in ladies putting
(24:49):
this product together need tounderstand how it's used in the end.
And I think the more that theyunderstand like, Hey, this is a gun.
This could be carried by a policeofficer in the line of duty.
This could be carried by afather, you know, with a, or a
mother, with a baby in her arms.
You know, it's criticalthat they understand that,
(25:10):
that we're making firearms.
You know, they're designed to save lives.
They're designed to take lives, and, andI think that the more they understand
the user, the better off they are.
Really at their jobs.
And yeah, the training tome starts internally and
then spreads out from there.
So the way that you train your salesreps is the way that they're gonna
(25:32):
train their distributor customers.
That's the way they're gonnatrain their dealer customers.
And at the end of the day, that's themessaging that's going to the consumer.
When he goes up, he or she goes up to thegun counter to, to purchase your product.
And so, yeah, it's got a lot of
blow through.
Right there.
I mean, you really have to getyour messaging consistent in the
beginning and have it be somethingrepeatable and consistent.
(25:56):
Yeah.
Yep.
Absolutely.
Well, I I kind of, I could really, wecould do this for an hour or more just
on this one subject, but I, I knowwe have to wrap up shortly here on
this podcast, but I do have one morequestion that I wanted to squish in.
Yeah.
If someone's listening andplanning a launch for next year.
(26:17):
What should they start doing tomorrow?
Is that even soon enough?
Or, I guess it's probably really uniqueto the product and timing, isn't it?
Yeah, it's definitely uniqueto the product and timing.
It's absolutely soon enough.
Now for, for next year, really,
what they need to do is, isunderstand that all these things
have to happen before you canhave a successful product launch.
(26:39):
And so they're gonna need, you know, photoready prototypes, video ready prototypes.
You know, sooner rather than later.
They're gonna need samples that areusable for media and influencers
sooner rather than later.
You know, giving those peoplemore time is, is critical.
And then they're gonna have tounderstand the production side behind it.
(27:00):
When are they gonna have inventoryin the warehouse and when are they
gonna have all of these thingsready to go for that launch?
I think understanding all that's involvedis, is really the first critical step
and seeing all of these things laid outand, and sort of bringing that backwards.
Okay, so if we're here today, butI'm not gonna have a, a complete
(27:23):
prototype for another 90 days,can I really launch in January?
Probably not.
Right?
But you've done this and you have yearsof experience and your relationships, I
can say firsthand are deep and meaningful.
So I'd say they're, they're a broadrange in all things that touch product
(27:45):
development and actually having.
Products manufactured, but itseems like you have a real roadmap.
You have, you've done this longenough, this is how we do it.
Here's how we can, you know, there mightbe some variables in there, but it's
a roadmap that, that you can follow.
Yeah, AB absolutely, youknow, a general roadmap.
(28:07):
Every product launch is different,every product is different,
whether it's the product itselfor the market it's going after.
And you know, you have to be ableto adapt that kind of roadmap or,
or checklist, whatever you wannacall it, to, to that product.
And so.
You know, if there's one thing I'velearned, it's that every product launch is
different, but they all have these thingsin common in order to be successful.
(28:31):
You could be a recruiter that'sjust like we're learning.
Whatcha talked about.
I'm gonna leave that.
Well, thank you Jens, for being on here.
Everyone should remember KroCo.
And if you can't get to N-A-S-G-W, tomeet Jens, which is in October we're going
(28:52):
back to Dallas, to Grapevine, actually,for N-A-S-G-W, you really should reach
out to him right away because he, youknow, there's only a limited amount of
product launches he can manage at once.
And you wanna get in early on this, 'causeyou can see it's got some time to it.
And if you can't find him on LinkedIn.
You can always reach out to me andI'll put you in direct touch with
(29:14):
Jens, but we're gonna post hisLinkedIn link on our webpage and also
any social media posts that we have.
So thank you Jens, forcoming and being a guest.
I'm deeply honored and appreciativefor you to do this with me.
No, thank,
thank you.
Thank you so much.
I really appreciate it.
These are my people.
Like this is my, this is my jam.
(29:36):
I love this stuff.
I can't make anything, but I canintroduce people and it's an honor.
So that'll be it forHeadHunters NW Podcast.
We're excited to have you listen, joinus for all our podcasts in the past and
upcoming, and we'll talk to you next time.
Thanks.
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