6th Jun 2018

7 things you must know before launching a product


Breaking into any market isn’t as easy as it used to be. For every product you introduce, thousands of other brands have offered the same thing, using different approaches. Your audience has been the target of several launch campaigns, and honestly, they are not eager to have more products pushed on them.

As a business owner, how do you get your potential customers excited about yet another product launch?

It’s no longer enough that you claim innovation, everyone has offered something “new”. You have to get creative. The secret to every successful product launch is the ability to speak to the solution a product provides using creativity as the driver. This is because people only listen when:

  1. They have a problem they are actively seeking a solution for, and
  2. You’re doing something different that either appeals to or shocks them.

A product’s performance in the market is a result of marketing efforts that started way before it was released. Big corporations understand this, which is why they spend a huge part of their marketing budgets for new products on pre-launch efforts.

Most businesses don’t have the advantage of a big marketing budget, but we can all get creative, can’t we?

For a product launch campaign that captures the attention of your target audience and brings in sales even before the release day, here are 7 creative ideas that can be included in your strategy:

Our 7 Ideas for a Successful Product Launch Campaign

  1. Use storytelling

Never underestimate the power of a good story to show your brand’s ‘human’ side to its audience. A brand story can detail anything ranging from the reason for its conception to the solutions it offers, the struggles and triumphs behind its growth, the lives it has touched and so on. Storytelling helps your potential customers form an emotional connection with your brand, even before you ask them to buy from you. However, people now realize that some business owners purposely exaggerate their brand stories to elicit emotional reactions. You should stay creative with your brand story, but it must ring true and convey a non-controversial message.

The end result should be that your audience has an emotional attachment to your brand, and are now aware of the products you offer.

  1. Create a theme for brand recognition

If this is your first product from your brand, then you can choose any approach to packaging, visuals, etc. For brands that have released previous products, it is important that all your marketing efforts align visually. You can have free reign with creativity, but retain the same brand colours, logo, etc., in your marketing materials.

This is important for two reasons. First, your former and current customers should be able to make the connection when they see your product launch campaign. An old adage 80% of a business’ profit comes from returning customers, so your brand loyals must be kept in the loop.

Also, aligning your branding will help build recognition as your audience can see your products or ads anywhere and know that it’s yours.

  1. Build the suspense

Take advantage of the leads you already have by building anticipation for the new product. Your first pre-launch marketing materials should involve snippets of information to tease your audience. Build the anticipation for the leads in your email list and on your digital media platforms.

Stay creative with your content and add in a good mix of suspense and humor to keep your audience eager for the next message.

  1. Use influencer marketing

You can leverage your relationship with industry influencers in several ways. One important thing to remember is that they know your audience better than you do. They constantly communicate with them and can list off what people like or dislike about similar brands. Simply having a chat with a few influencers will give you insight to what angle your product launch campaign should take.

When relevant influencers talk about your product on their platforms, they can send hundreds of thousands of views your way, with a good percentage of those views turning into quality leads.

  1. Personalize the brand

There’s a reason why many people are adamant about patronizing small businesses, even if it means going out of their way. People support brands that have faces, stories, and personalities attached to them. Your customer experience should be warm and interpersonal. When sending out emails, remember to include a signature or greeting with a name. Similarly, don’t create a video with an impersonal narrator/voice-over artist.

You should remind your audience that there’s someone real at the other end of the communication, not just automated tools as they might assume.

  1. Use funny teasers in your pre-launch campaign

People won’t always remember what materials a product was made of, but they will always remember an ad that made them laugh. For example, Wix created an ad to promote their drag-and-drop web building features. The Wix representative in the ad was able to “dumb down” a variation of technical functionalities using humor and sometimes self-depreciating jokes. In the end, I didn’t just get a good laugh from watching that ad. I also realized that I can build beautiful websites all by myself using Wix.

Regardless of your industry, there’s always a creative way to infuse humor into your campaign.

  1. Engage your audience

Communication is only complete if there is a response. Encouraging your audience to send feedback will help you understand what they find most appealing, and what messages resonate best with them. Their comments can be a big eye-opener to the wrong moves you’ve been making, and the best ways to correct them.

Feedback is very important if you are planning your first launch. It’s your first engagement with your audience and you’re not entirely sure what they want to hear from you. You can get early impressions from potential buyers before taking a full dive into the market using beta testing. Their responses will help you determine what functionalities to “sell” to the rest of the market.

If you have big news, then you need big plans fueled with big ideas. Brainstorm strategies that are unique and speak to your brand. Remember that you have to cut through the noise in your industry, so modeling your campaign after someone else’s will only take you as far as they can go.

Ensure that you do enough research on your audience to identify where you can find them and the best way to speak to them. It will help you avoid wasting resources on the wrong efforts. With the right strategy and consistent efforts, your product’s performance in the market can exceed your own targets.

Leave a Reply

Your email address will not be published. Required fields are marked *