Launching a product is something that can be incredibly frustrating, unsettling, exciting, and of course, you want (and need) to make a big splash.
Product launches don’t always go off without a hitch; sometimes, they go out with a fizzle rather than off with a bang.
So how can you make your next launch incredible?
Pre-Launch
The pre-launch of your product is where you need to make sure you have everything in order. This covers the conception of the idea, the prototypes, the testing, the estimated time to market, and more.
Even with some rough data in your hand, you need to look at the end goal. You need to be shooting for the moon in terms of interest in your product.
Once you have your product ready or a finalized date – you can work on the rest.
Customer-First
Your product is excellent, but the chances are there are plenty of other products that are cheaper and perform the same things. The features might be improved, but that isn’t going to matter too much to your customers.
Many brands decide to focus on the product – but there is a lot to be said for making everything you do focused on the people.
What do the people, the buyers, get from your product? What does it add to their lifestyle?
People want to be stylish, have something modern – but ultimately be part of something.
Don’t look at why your product is better; look at how it makes your audience’s life better.
Influencers
Taste-makers, trendsetters, the yay or nay is all to be found online. If you can find bloggers, YouTubers, or content creators that align with your product, you can start getting the word out early and building the FOMO for your product.
Influencers and taste-makers can get people talking, coveting, and signing up to waitlists months in advance.
Choose people who have a high engagement rate – not just high numbers. Look for those who make sense to work with your company.
For example, if you are vegan and eco-friendly, you shouldn’t be opting for food bloggers who usually only eat meat – their audience is not your audience (yet).
Change
You, your company, and your products shouldn’t be afraid to change the world. Small advancements in technology, style, access, and more will add up to significant changes in what you do.
Don’t be afraid to take your product and dream up a million ways to use it and a million things it can do.
Make It an Event
Most new products won’t end up in the stores straight away unless you have strong links to retail. This is why many products are only ever available online.
That doesn’t mean that you can’t make a splash about it.
If you have some influencers already, it is much easier to have a launch party and celebrate.
This is your opportunity to get some hard-earned coverage in magazines, papers, and online. Invite media outlets that make sense to your brand. And always be prepared to part with plenty of your products at the event.
Depending on the product in question, you can have speakers panel discussions and make it more interesting for your audience.
Always think about what the value is for them, and how you can deliver it.
Limited Editions
Is there a way to make what you are releasing even more special – but just in a limited run? Anything with a limited edition becomes something that people can’t live without. They need it – just to say they have it.
Companies with a long lifespan have fans that will buy anything that they release – and that is cool. That is what you are likely aiming for.
So from time to time, it is a good idea to launch something limited and special. It creates a buzz and a rush for your product.
Another thing worth considering is launching a pre-order availability. You will need to know what the price point is already for the product, but a pre-order is an excellent way to make sure that the interest from your efforts is paying off.
Make It Last
Making it hot and making it last is one of the best things you can do for your product. Create attractive graphics, sneak peeks, work with content creators to create unique content, allow signups to wait for lists, pre-orders, and more.
So when the big day arrives, and all of the first orders arrive on doorsteps, you can capitalize once more with the wash of social media shares.
Because, of course, you package your product to perfection (and didn’t make The Most Common Product Packaging Mistakes) – and now all you need to do is let your audience do the hard work for you.
