Why should anyone care about your new product launch?
You’ve spent months or even years developing this product – you’re obviously going to be euphoric. But how are you going to build excitement around its release?
A successful product launch can garner valuable publicity, bring in new customers and help you expand your business presence into new markets. The trick is to get the ball rolling in the months leading up to and following the release of your new product.
The next 10 points provide a foundation to build your marketing strategy around as you prepare for this exciting event:
Your existing customer base should not be neglected in this process. There are several ways to get them involved with your product launch. You can ask them to test the product to gather feedback before the release, which can serve to help you work out any kinks and build anticipation for the official launch. This can also lend credibility to your product if you provide them with a channel to share their positive experiences.
Although the value your product will offer should be determined before it even enters the development stages, clearly defining your value proposition to potential customers is a must. If consumers are not able to grasp the concept behind it then it will live a very short life. How does this product differ from your current offerings? How does it set you apart from your competitors? What benefits do your customers stand to gain by using it?
You want your product launch to be successful but are you prepared for it? If your product quickly takes off you need to be ready to handle the sudden spikes in sales. If you can’t manage an increase in volume then it may be wise to hold off on the release until you are.
Sometimes anticipation is the best part. If it is used correctly it can create demand, get people excited about your product and drive sales. Building anticipation needs to start well before the launch date and can be done in several ways, which can include:
– Publicly announcing the release date
– Taking pre-orders
– Offering limited product previews
As you get ready to launch tell people exactly what they need to do to get the product and make sure to update them with any changes or new information.
It’s not enough to have a spectacular product. You need to convince people to take action if you want the launch to succeed. Why should your customers subscribe or make a purchase today instead of 6 months down the road?
The features of your product are important but the bulk of your focus should be set on the people you are pitching it to rather than the product itself. What can this product do for THEM? How is it going to improve their lives, their business or their existence in the grand scheme of things?
Have you perfected your carrot-dangling skills? When you hint at the release of a new product, with a few carefully selected details, you will peak the interest of your customers and drive your competitors into a frenzy. By the time you actually launch you will have built a good deal of buzz and momentum around the product.
If you want to spread the word about your product launch, it can be extremely helpful to talk with influencers in the industry and reach out to your media connections well before the event. Get people talking about your product by first speaking with those that know how to instigate the conversation.
Let your customer base know that this release is important by staging an event to accompany the product launch. If you’re not making a big deal about your new product then it’s unlikely that anyone else will. You are responsible for making people pay attention and take an interest in your product.
Thinking through the marketing strategy around your product launch is the first place to start. Put together a deliberate plan for the release of your new product with accompanying goals. This will be the basis of any action you take around the event as you shake up the current marketplace.