Product Launch is one important marketing strategy that is changing the way people relate to a company at large. There are number of product launches held by various companies, but only a few grab a customer’s interest. Take for example the mobile phone. Every month a new phone with new features come to the market, but only a few stay back. The reason?
The ability or inability to create the needed buzz.
‘Blow your own trumpet.’
This is a rule that all companies should take seriously. It is not enough to simply launch a very good product. It is important that people know about it.
There are a couple of measures that one can take to ensure that a company’s product launch is a roaring success.
Make the Humane Connection:
The human race as a species is very sensitive by nature. No matter how corporate the exterior, how strategically driven the campaign, what always touches the heart is a human connection.
For a company that is serious about product launches, it should focus more on connecting with people than just endlessly going on about product features only. Make a connection with the targeted audience. Tell them how having the product would revolutionize their lives for the better.
Create the Right Buzz Before the Launch:
One might have all the details of a product launch perfectly ready, but then what matters is ‘Are there people listening?’
To avoid a great product launch from going unnoticed it is important for a company to create the necessary excitement before the launch. One can use the social media, billboard, campaigns and many other mediums to create the right noise in the market.
Spread the word. Make people curious.
This will definitely fill the product launch with a lot of curious audiences. Engaging the media will further give the company’s product a direct broadcast to the targeted audience about the launch.
Make the Specialists Talk:
Every product falls under a category. Every category has a specialist in the industry. Find out the industry specialists of the launched product category. Get a specialist to the launch and make him/her talk on the benefits of the product. This will give an idea to the audience that a company has come up with a product after a proper research on the field. This helps garner a lot of interest. It also makes the launch ooze of research and authenticity. People like to do business with people who are serious about what they do. Getting in specialists who engage with the audience on the day of the launch adds that professionalism to the company.
Engage People in the Marketing of the Product:
It is important to create a buzz but more important than that is to keep the target audience engaged. One can easily engage the audience by holding contests and giving out rewards.
The contest can be all about having a catchy slogan or naming the product. Make the contest product centric. This will help the audience to have an idea about what it is all about. Give out rewards on the day of the product launch. This will get many people interested.
Accept Pre-Orders:
A pre-order with a discount is every shopper’s dream. Accept pre-orders for the product. This would allow people to get a feel of what the company is selling. It will also help people to give out reviews. Get people’s opinion. Make the buzz. Get them talking. After one has completely created the suspense, agree to answer all the questions on the day of the product launch.
Of course, the good reviews would skyrocket the company’s launch but the bad reviews would not hamper its success either. It would highlight, that the company is serious about customer satisfaction.
Make it Large:
A product launch that is held on a large scale and has important people attending it will surely have the media following. It is important that a company plans a big product launch.
This will make news of the product reach the targeted audience who are located geographically beyond the reach of the company.
Product launch is a marketing strategy that can skyrocket a company’s profit. Arm a company with the basic product launch success strategies and make every product launch a success.
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