Launching a new product or service can be a daunting and time-consuming process. The amount of work it involves, the financial budget that needs to be allocated, and the right marketing strategy that should be implemented are all critical to the success of the event. Done correctly, this could lead to a booming and profitable business, but one mistake may lead to poor public reception and disastrous market engagement.
It’s easy to envision skyrocketing sales, unlimited cash flow, and paramount industry recognition that will stem from your latest offering. But a successful product or service launch requires utmost planning and careful execution to guarantee a positive outcome. The market is highly competitive and you need to reach your target audience effectively to get your message across.
Luckily, there are easy ways to help you figure out how to launch your product successfully. Below are some of the things you need to consider to help ensure a triumphant and compelling product or service launch.
Plan ahead
Before launching any product or service, make sure that you have rolled out a strategic planning process on how to implement things. Bear in mind that a successful product launch should follow a specific plan crafted ahead of time, not just days before the actual event. Don’t wait until the last minute to source for ideas and finalize actions, you need to set up everything at least 8-12 weeks in advance.
It would be wise to initiate a rolling launch instead of a one-day big event. A rolling launch helps keep the momentum going before, during, and after the promotion. If you want to attract the attention of the public, maximize your resources and begin preparation long before the actual launch date. When planning a product event, remember to:
- Offer incentives for those who would be patronizing your products early.
- Stop the rolling launch after the event but continue doing promotions.
- Properly prepare everything; products, guests, venue, facilities, programs, etc.
Tap the right people
You need the help of media personalities and marketing influencers if you want your product event to be successful. Influencers seal the gap between you, your products, and your target audience – without the need to spend more. Regardless if they are social media influencers or a public figure, as long as they have a good number of followers, these people will help publicize your campaign.
But for influencers to properly promote your event, they should have full access to your offerings. They should understand your products and services, what it is and what makes them unique. This can be done by giving them a trial of your service or sample product in exchange for a review. After all, media hype is an inexhaustible material when launching new products or introducing new services to the market. When sending samples for a product launch, always:
- Include a short note for special instructions, warnings, or precautions.
- Encourage influencers to write product reviews on their blogs or websites.
- Don’t forget the power of social media, link all write-ups on video and sharing sites.
Involve your partners
The next tip on how to launch your product successfully is to involve your partners in each and every step of the way. If you are working with financial associates, investors, or co-owners, it is imperative to keep them abreast with the latest news and developments. And even if you don’t have business partners, everyone in the company should be well connected to the event to get everyone on the same page.
Make sure that your relationship with your partners is kept professionally personal. They are your natural allies and the success of your product launch mirrors their victory. On the same note, team members should know the status of the campaign for them to offer the best possible customer experience. To get your partners and team involved, you can:
- Meet with them personally and discuss the critical, as well as the latest, milestones.
- Reach out whenever possible, give them a call if you’re not available personally.
- Get more people talking about your launch day, but prioritize the right individuals.
Ease of use
Even if you have the greatest influencers, powerful partners, and a well-planned promotion, if people don’t know how to use your products, everything could turn to a disaster. Don’t let potential clients hunt for information, instead give them the most convenient avenue to learn about your offerings. A successful product should be easy to use, take seconds to understand, and less than a minute to comprehend.
Disseminate information on how to use your products, the value of your services, and things they need to know before making a purchase. Although it’s not bad to focus on features, never forget the importance of benefits. There are many ways to inform your potential and existing customers regarding your latest products or service offerings, you can:
- Validate your product by creating a trial landing page and run advertisements.
- Create a short video or demo on how to use your products, and highlight strong points, through the use of specific tools like TouhCast.
- Develop a visual manual by uploading images of your products or services in action.
Keep your feet on the ground
The last tip on how to launch your product successfully is to keep your expectations down to a minimum. Keep in mind that even big companies fail when it comes to an official launch, and you, as a small business owner, should not get discouraged if you don’t see results immediately. You may not see a huge reception after a day or two but good things happen for those who wait so, patience is a virtue.
Be consistent with your launch planning and follow everything on-point. Try to make the event as personable as possible and avoid being too scripted. Remember that people love to work with companies that have a human touch, and those whom they feel connected with.
- Ignore the elements and things that don’t matter to the success of your launch.
- Plan for the next product launch and learn from your mistakes.
- Position yourself to accept criticism, constructive feedback, and objective comments.
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