Product launch is often rushed because we have spent so much time working on the product that we just want it launched. The product launch planning is as important as the product development itself. Think of Apple, for example, each product launch is planned ahead with the pre-launch buzz and the post launch reminder driving you to buy the product.
While startups do not have the same budget as Apple, here are some tips which can be applied to most product launches:
1. It is all about your potential consumers
Pay more attention to your consumers than your product. Now that you have spent all this time developing a product, it is now time to sell it. Rather than focusing on the features of the products, make sure that you put the benefits forward. How will that product solve a pain point your consumers are having? Present your product in such way that the benefits will turn potential consumers into a consumer leaving a positive review of your product.
2. Be proactive and plan your product launch when you start your product development
You should be planning your product launch at the same time you are developing your product. Depending upon the type of product you are launching involve influencers early on. When influencers feel that they have contributed to the product, talking about the product become second nature. Proactive marketing creates buzz so that when your product is released, people who have been using it can endorse it right away.
3. Be bold
No matter the size of your company, you have the opportunity to change your industry and shake up the competition. You have taken a lot of risks developing your product so why stop now. Think outside the box, shake up the status quo, your product launch can be as original and exciting as your product.
4. Turn the product launch into an event
You might not have the means to rent and customize an amphitheater like Apple or Tesla does, but spending time on presenting your product is essential. This is where your creativity comes into play. Think video content (Facebook live, YouTube, Instagram Stories, recently LinkedIn, to name a few) as a good way to connect with your potential consumers. Even if you organize a small event with influencers and consumers, make sure to document it through pictures and videos. This is content you will be able to reuse in all of your social media channels. Remember to highlight the benefits of the products rather than the features while showcasing how your product will positively impact your consumers.
5. Allow pre-orders
If you are launching a tangible product, do not hesitate to have consumers pre-order them. Your early adopters are the first ones willing to receive your product and will not be bothered if you ask them to pre-order. Those first consumers will become your advocate, and you will be able to rely on them for feedbacks and reviews.
6. Build the suspense
Since you have planned your launch in advance, create anticipation around the launch. This is when building your marketing funnel via digital growth hacking is essential. Gradually you create a momentum and grab the attention of your potential consumers. Think of platforms such as Product Hunt or Medium, where you can generate your own content.
7. The best for last…
Plan your launch and get to know well your potential consumers. Take the time to understand who they are, how to speak to them and what product benefits resonate with them, as well as connecting with the influencers they follow. Plan ahead, execute well, and you will be rewarded.