Launching a new product? Here’s how to get people talking way before your launch.
The launch of a product, or service, is not a process that should be rushed. When done correctly, a product launch can lead to years or even a lifetime of success for your business. However, the lead up to your launch is a period that should be used wisely if you want to see the results you are hoping for.
As the saying goes, ‘By failing to prepare, you are preparing to fail’, and this couldn’t be truer in the world of business, particularly if you’re just starting out. In order for your launch to go smoothly, you’re going to need an established audience.
Here are a few ways that you can create some hype in the months or weeks leading up to the launch of your product or service.
A wait list not only helps create a sense of anticipation but scarcity too, both of which can create some hype around the launch of your product or service. Wait lists have become increasingly popular, plus it gives brands the opportunity to test out the popularity of a product or service before the launch takes place. Placing people on a wait list helps you build a marketing database for the future too.
Giving people a sneak peek of what they can expect is another way to create hype. By sharing enticing details about your new product or service, you create interest and give people a good excuse to keep checking in with your brand. Teasers need to be done right for them to be effective though. Find ways to incorporate video snippets and attractive imaging into your teasers to make them more visually appealing – people do shop with their eyes after all. Just be sure to have a promotional plan in place if you want to reach as many eyeballs as possible.
Influencers can get people talking about your product or service months before it launches. The benefit of working with influencers and opinion leaders is that they already have a strong, loyal following. It’s important to take your time when choosing an influencer as they need to be the right fit for your brand in order for this tactic to be effective. As with any type of marketing tactic, influencer marketing requires a strategy. Find an influencer who shares your brand’s values and can connect with your target audience. It’s also important to track your efforts throughout the course of your relationship.
It’s nice to highlight the features of your products but what your customers really want to know is what it can do for them. Paint a picture for your audience that showcases you understand what their needs are and how your product or service is going to fit in with their lives. To get people hyped about a product, they need to be able to relate to your business. Very often, it helps to link a person to your brand to come across as more trustworthy and genuine. Think about the way that Steve Jobs used to address people about new Apple products. He wouldn’t focus on the latest features but rather on how any new device would enhance the life of the user.
Your brand and product image will tell your audience a lot about whether they want to have it in their lives. It’s only natural to want to show off a beautiful or impressive product, so find ways to highlight these aspects in the months leading up to your launch. The appearance of your product plays a big role in how successful it will be, so find ways to incorporate the design into your promotional efforts if it makes sense to do so.
Tracking your marketing efforts in the months leading up to your product launch is just as important as tracking your efforts after your launch. By capturing every possible element, you will have a much better idea of how best to market to your target audience once your product is available for purchase. Using the right analytics software and setting some campaign goals is the first step to successfully tracking your campaign – platforms such as KOBIT make this easier.
Launching a business or product isn’t easy but with a little bit of preparation can go a long way.