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Launching a new product has its challenges, but with the right approach, you can drum up attention and build hype before and during the launch, creating excitement for your product! In this guide, we’re outlining tips that will make a buzz as you launch a new product:
A product launch is a coordinated marketing effort to create excitement over a product being launched to engage customers and ensure higher sales.
A product launch consists of three stages: pre-launch, launch, and post-launch. The pre-launch establishes goals, conducts market research about the product and the target audience, and develops marketing strategies to implement.
The launch phase involves a coordinated marketing effort on various platforms to reach the target audience. The marketing effort includes:
The final stage of a product launch is the post-launch stage. It involves data and customer feedback monitoring and analysis to improve product features.
Anytime you release a new product, you must implement a launch to create hype for better exposure. You can also take this opportunity to connect with your new and existing customers, particularly those who have supported your brand for years.
Launching a product will require a catchy copy, attractive visuals, and much teasing via organic and paid advertisements to elicit excitement and, eventually, captivate your target audience on the actual launch date. Here is a step-by-step guide to launching a product successfully:
This is the first step – determining the perfect day to launch a new product. It helps to have a deadline to create a sense of urgency and motivate you to build up hype. Of course, you must give yourself enough time to complete all the marketing materials before the launch date. You must have all your marketing materials ready for a proper launch.
Also, don’t push back on the launch date unless it’s an emergency; otherwise, you might end up getting into a cycle where you keep delaying the launch, eventually not launching at all.
What channels would you like to use to promote your newest product? Choose a platform you and your core audience frequently use – apart from your website or blog site. For example, if your core audience is mainly on Facebook, it makes sense to launch there. You can combine different platforms to launch a product.
For example, apart from promoting on your blog site, you can launch on Facebook and via email or SMS – whichever your core audience uses the most. Apart from email marketing and social media, you can launch your new product at an in-person event or team up with influencers for endorsements.
A considerable part of your marketing launch is your main message and visuals because these will take the most time to create. You can arrange the photoshoots and write the copy yourself or hire someone to do this. Apart from the visuals and main launch messages, you must prepare canned emails, media posts, SMS messages, landing pages, or paid ads content. You can outsource or delegate most of these tasks to a professional, saving you time.
When developing the promotional messages and assets, consider how many social media posts or text content you’ll create for the launch and after. How will you send these messages across different platforms, and what tone and tagline will you use to engage your target audience?
For the visuals, use only high-quality images. Choose images that encapsulate the product the best. The best visuals are the ones that capture the most attention.
For example, you're launching skincare products that suit tropical or summer weather. Your promotions should then feel like it's summer— the beach, piña coladas, and others. Here, you can ask the help of a Cayman marketing agency to make your promotions truly feel like you're in the tropics.
The timed releases can be implemented across your social media profiles, SMS, and emails. The teasers are meant to give some infos about the new product. You can offer a pre-sale, throw a launch event, offer members-only releases, and create special edition releases or a special early bird pricing/special promo.
It’s D-day! On the official launch day, the goal is to make as many sales as possible. The product’s popularity will ride the hype built up weeks before the launch. At the time you choose, launch the product on your social media, email, SMS messages, blog, and other platforms simultaneously. Let your followers know that the product is now available to purchase.
As you take care of the sales, track and review the results from the platforms your target audience used the most. Collect the data to determine what marketing strategies worked well and what didn’t to decide on your next promotional campaign. Was the SMS campaign effective? How about the clickthrough rates on your website or landing page? Did you get much attention on Instagram, or did you get better results on Facebook?
Check the engagement during the launch via Google Analytics and the sales through Shopify admin (or whatever e-marketplace platform you’re using) to determine how well your product performed during the actual launch.
After launching the product successfully, you can entertain the idea of expanding the product to earn more profits. As you prepare for another launch, you’ll know what marketing strategies worked and what did not work for your target audience. This can lead to an even bigger success the second time around!
As you navigate the complexities of a product launch, it's so important to recognize the value of expertise that lies outside your business. This is where executive recruitment can be a game changer. By bringing in special talents you can infuse your team with fresh perspectives and specialized skills that are critical for successful launches.
In conclusion, mastering the art of a product launch is an exhilarating journey that requires meticulous planning, creative marketing, and the willingness to adapt and learn. From setting a strategic launch date to choosing the right platforms, developing compelling promotional content, and rolling out engaging teasers, every step is a critical piece of the puzzle. Remember, the success of your launch isn't just measured by the initial buzz, but also by the insights and experience gained, which can guide future marketing efforts.
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