When a new product is about to launch, it’s an exciting and interesting time for your business. But on top of the excitement, there will also be a lot of angst and worry to contend with. However, you need to get past all of that and make sure that you promote the product in the right way and launch it properly.
There are so many steps that you need to take when launching a product. You need to lay the foundations to begin with. Then you need to get your message across to the target customers who you want to buy the product. And you need to find innovative and interesting ways to build hype around the product ahead of and during the launch window. If you don’t have much experience of this, it can be really trick to get right. And even a minor mistake can cause you big problems.
The launch guide below will help you to make sure that you get your approach to your product launch right from the outset. There is no need to make the mistakes that could lead to underwhelming sales figures for your new product. Instead, you can prepare properly and find the success you’re aiming for. So, start reading all the information below right now, and then put what you learn into practice when it matters.
Know the Space You Want to Fill in the Market
This is a very important thing to get right, so don’t skip over it. Every product aims to fill a gap in the market, so what gap do you want to fill? First of all, you need to find out whether there is a gap there at all. If there’s not a gap there at all, then you will definitely struggle to get your business and its new product to where you want it to be. It’s not enough to have a great idea if there are similar great ideas already out there. You have to give people a reason to want to take an interest in what you’re offering rather than the things that are already available on the market.
Write the Best Press Release Possible
Press releases are going to be very important in the build up to your product launch. If you are not able to write press releases that get people interested in what you’re doing, you will struggle to get local or national coverage for your product. You have to say something different. Remember, reporters get sent an infinite number of press releases, and most of them get no coverage at all. The only way to get that coverage is to be offering something unique that reporters can angle a story around. And they should be simple and easy to read as well.
Aim for Top Endorsements and Coverage Online
The national press is useful, but it’s increasingly the case that businesses are focusing more on online coverage. This is the future, and this is where the largest audiences can often be found. On top of that, YouTube channels and blogs tend to be more niche. So, if there is a particular demographic that you want to make aware of your latest product, you should find a relevant online source that you can use for coverage. If you can manage to get an endorsement from someone with a huge online following, your sales should be given a significant boost.
Be Ambitious with Your Goal Setting
Setting goals is an important part of the launch’s build up. You need to know exactly what you want your product to achieve, and how successful you hope it’ll be. Of course, these things can be hard to predict, but having aims and targets to hit is never a bad thing. The targets you set should correspond to how much money you are spending on publicity and the entire build up to the launch. If you have spent more on those things, you’ll be looking for above average sales to justify your initial spending.
Hand Out Printed Promotional Products
Handing out something for free to as many people as possible is definitely a good idea. If these items are branded and promote your product directly, it can help to get the word out there in the community. You can choose all sorts of items to give away. Some businesses give away simple things like pens, or you can view printed lanyards here. Alternatively, you might want to give away something that is linked to the new product that you’re going to be selling. Whether it’s a complementary product or a free sample, it should help to generate some interest in the new product.
Create an Interesting Teaser Campaign
Teaser campaigns can be great for getting people excited about the launch that your business is about to jump into. They usually consist of some ads and video content that can be drip fed to customers in the run up to the launch. They shouldn’t give too much about the products away, but they should make it clear to the world that your business is doing something new and interesting that other businesses aren’t doing right now. If you can do that, and offer some striking visuals as well, you could really start to build the hype ahead of launch.
Prep Your Sales Team
Your sales team needs to be prepared and ready for the launch to get underway. If they are not prepared for the frenzy that is about to hit them, they may struggle to cope with it. This can be damaging to the business, and some customers could be left disappointed by the whole situation. That’s not what you want to happen, so you should try to prep your sales team in advance, and give them some extra training. If they are about to take on a big workload, you might even want to add some new faces to the sales team so that they don’t get overwhelmed.
Iron Out Any Lingering Problems Ahead of the Launch
This is something that many businesses simply fail to do, and that causes them all kinds of headaches that could and should be avoided. For example, if your business has a product that reaches customers before it is finalised and fully complete, some customers will experience problems. You will then have to deal with refunds and returns, which is not a good thing for any business. It’s important and sensible to iron out any lingering problems, and not rush into the launch if the product is not yet ready for it.
Use the Best Design Features for Your Ads
Design features are important when you are trying to promote a new product. You will want to do everything possible to get people interested in what you’re doing and what your business has to offer. If they are not grabbed by the design choices you make, the product will never get as many people interested as it otherwise could. This is something you need to keep in mind when you are coming up with marketing and advertising plans for the product. Don’t shy away from the importance of this because if you do, you will regret it later.
Host an Event for Launch Day
On the actual day of the launch, you should definitely think about hosting an event that you can invite press and customers to. This will create an occasion around the event, and it will seem like the launch is something that everyone should be taking notice of. The event should be as big or small as you can afford it to be and as you think it should be. Think about your overall strategy and how an event on the day of the launch could help to get sales off to the kind of start you want.
Focus on Keeping That Momentum Post-Launch
If you do host a big event on launch day, you will need to find a way to keep that momentum going in the post-launch period. When that momentum just fizzles out, your product sales will fall off a cliff, which is the last thing you want. So, keep promoting the product forcefully, and don’t let your efforts dip. Yes, it can be hard to keep promoting your product consistently for weeks and months, but it could be worthwhile if your sales figures get a boost as a result.
Do What You Can to Retain Early Customers
Customer retention is going to be important if you’re selling a product that relies on return custom. You need to impress customers early on and make sure that they keep coming back for more and more. Treat customer properly and address problems rapidly to make sure that many people as possible keep coming back and buying from you. You should also make sure that your pricing strategy is fair and reasonable. If it’s not, people might start to look for a cheaper alternative elsewhere, meaning your business will miss out. Put a clear strategy in place to help you retain those early customers.