Product launches are a critical moment for companies. After investing so much in a new offering, it’s then up to marketing teams and brand managers to make sure it makes a splash. Ace your next product launch by using every tool at your disposal. This multi-pronged strategy will cover all of your bases and support your next product launch.
#1 Identify Your Target Audience
It’s a simple but powerful rule: know your customers. No product launch will succeed unless you know your existing customer base’s preferences and expectations. You also need a clear vision of the customer base you’re targeting. Brands can appeal to multiple segments, and every new product can mean making a choice between which segment you’re focusing on.
You need to identify the ideal customers for a new product to target their preferred media channels and the in-person events or spaces where you’re most likely to find them.
The more you know your ideal customers, the better you can customize your campaign to their interests.
#2 Intrigue Your Customers
A little bit of curiosity can go a long way when you’re introducing a new product. The right tactic depends on the industry. There are tons of examples in the entertainment industry of starting off a campaign with something cryptic, like a logo on your social media.
You might also consider tactics like a teaser trailer or save the launch for a major trade show or conference.
#3 Put It in Your Newsletter
Email opt-in is one of the most powerful tools in a marketer’s toolbox, as long as they know how to make the most of it. Getting that contact information from customers gives you a direct line of communication that’s better than social or any kind of out-of-home advertising you can get.
Your newsletter is one of the best ways to send long-form customizable content to customers. The big struggle is making sure your content is compelling enough for customers to open it, but if you can overcome that hurdle, your newsletter is a great place to tease new products, announce launch dates, build anticipation, and give customers more detailed information about what’s to come.
#4 Interactive Touchscreen Kiosks
Now that you’ve got your social campaign and your newsletters planned, it’s time to think about on-location activations to build some buzz and excitement around your new product.
There are several ways you can do this. First, let’s look at in-store activations, which can make use of interactive touchscreen kiosks to draw attention to new customers. With a touchscreen kiosk like a Lift-and-Learn kiosk, customers can simply lift a demo product, and, in response, a screen will provide more information, calls-to-action, and options.
Interactive touchscreens can lead customers down a chain of further options, from instant sales to email opt-in.
Interactive kiosks are an effective way to launch a product during busy periods like the holidays. Sometimes, your staff are too busy handling the day-to-day operations of your stores to effectively take on something like a new product launch. While they should always be trained and informed about new products, interactive kiosks take some of the heavy lifting of your campaign off of their shoulders.
#5 Product Launches and Brand Activations
Want to take your launch out of your stores? Brand activations at events or outside of your stores are especially important if you’re targeting a new demographic not traditionally associated with your brand. You need to meet them where they’re at by heading out to a concert, festival, live sports event, or wherever you can find them.
Targeting events that cater to your demographic should help focus your efforts and expand your reach to the audiences you’re looking for.
#6 Conferences and Trade Shows
Some products are best launched at conferences and trade shows rather than in consumer-centric spaces. Industry events are ideal for cars, electronics, entertainment, and other products that are likely to attract a lot of media attention – if they’re enough to get consumers excited.
Trade shows can also be used to market B2B products or products that are fairly niche to a specific industry. Make sure your launch gets the attention it deserves with an activation that draws a crowd.
#7 Contests and Promotions
There are plenty of different ways to run contests and promotions to fit your product. If your goal is to get as many people to try it first as possible, your best bet might be a giveaway. If your product is a more high-value item that’s going to be highly anticipated, a contest can be a more effective way to capture leads from highly interested consumers.
Even if your focus is launching a new product, don’t lose sight of bigger marketing goals like lead generation.
Every product launch has unique requirements. Some products will be highly anticipated from the moment they’re announced, while others will take more effort to get the broader public interested. These steps can all be adjusted to the type of campaign you need to make your product launch a success.