Product launches are a great way to keep your customers and audience excited about your business. They can also account for a big chunk of your total annual sales if you have the right product launch marketing strategy in place. From the big tech companies like Apple and Tesla, to your favorite niche products from influencers, product launches are a cornerstone of a great annual marketing plan. A product launch, if executed right, can generate buzz, drive customer engagement, and give an insane boost to sales. However, the success of a product launch lies in a well-planned marketing strategy that highlights the product’s unique features and resonates with the target audience. Note: I’ve included our playbook for product launches as a checklist down below to make things simple for you. If you find this helpful, please send us a tweet @justdigitalinc The journey towards a successful product launch begins with a great product, and thorough understanding of why your audience will want that product. What makes your product stand out? It could be it’s unique design, innovative technology, or problem-solving capabilities. Understanding your product’s unique selling points will form the backbone of your marketing efforts. Next, it’s crucial to identify your target audience. Who are the people most likely to need, want, and ultimately buy your product? Conduct market research to understand demographic details, behavioral tendencies, and buying patterns. Segment your audience based on these insights. For example, a company launching an eco-friendly, reusable water bottle might target environmentally-conscious consumers, outdoor enthusiasts, and health-conscious individuals. Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals is key in guiding your digital marketing strategy. For example, you might want to “achieve 25% of sales from our new product in the first quarter post-launch” or “increase website traffic by 50% within a month of product launch”. Clear, quantifiable goals enable you to measure the success of your product launch. Inexperienced marketers and business people wait until the product is ready to launch to start their marketing efforts. BIG mistake. You need to start building a listing of interested people who are waiting for your product to drop. Before your product hits the market, a pre-launch strategy will create anticipation among potential customers. Teaser campaigns, promotional videos, and sneak peeks can generate buzz about the product. Make sure to get plenty of photos and video content of the actual products ready before the product launch. That’s why companies create beta products or demo models. You need this in order to have a successful launch so you’re not scrambling last minute to get product images. At this stage, email marketing can be a powerful tool to reach out to your existing customers and leads. Regular updates about the product’s features, release dates, and special offers can help build excitement. Setup an optin page to capture interest via email subscribers. Give them exclusive access to things like behind the scenes, first to know notifications, and product discounts when it launches. Also, harness the power of various digital marketing channels like social media platforms, SEO, and blogs to promote the upcoming product. Send them to the optin page you created. Each channel offers unique ways to engage with your audience and keep them interested in your product. Make sure you have assets ready for launch day. Things like ad creative, blogs, press release, Storytelling is a powerful tool that can humanize your brand and make your product more relatable. Build a narrative around your product that connects with your audience emotionally. For example, TOMS Shoes didn’t just sell shoes; they told a story of helping those in need with their “One for One” campaign. This narrative made customers feel part of a cause, creating a deeper connection between the brand and its audience. Launch day is showtime. Real-time social media updates, customer service readiness, and influencer partnerships can maximize exposure and generate immediate sales. Collaborations with influencers, industry experts, or other brands can extend your reach and create a more significant impact. This should be lined up during the pre-launch phase. Also, consider hosting a virtual launch event. This can provide a platform to demonstrate your product, answer questions, and directly interact with your customers. Post-launch, it’s crucial to measure and analyze your results against the goals you set. Use tools like your sales data in Shopify, Google Analytics, Facebook Insights, and others to understand which strategies worked and which didn’t. Use this data to adjust your ongoing marketing efforts. For instance, if your social media ads are not generating enough ROI, consider revising your ad copy or targeting different audience segments. Maintaining momentum after the launch is also essential. Regular updates, promotional campaigns, and engaging content can keep your audience interested and drive sales. A notable example of a successful product launch using digital marketing strategies is Dyson’s Air Multiplier, a bladeless fan. Dyson created a teaser video campaign on YouTube revealing glimpses of the innovative product. They also leveraged email marketing to keep their subscribers updated. On launch day, Dyson hosted a live event, which was simultaneously broadcasted on their social media platforms. They also collaborated with influencers in the tech and lifestyle space, who reviewed the Air Multiplier on their platforms. Post-launch, Dyson continued their email marketing efforts and social media engagement to keep the momentum going. The combination of these strategies resulted in the Air Multiplier becoming one of Dyson’s best-selling products. Short answer is YES. But you have to do it right. A product launch is a critical period that can determine a product’s market trajectory. While it can be a complex process, a well-planned digital marketing strategy can ensure your product gets the attention it deserves. Remember, understanding your product and audience, setting clear goals, crafting a compelling story, and measuring your results are key components of a successful product launch. Your product deserves a launch that maximizes its potential and sets the stage for its success in the market. For tailored strategies and expert guidance on product launches, feel free to reach out to our experienced team at Just Digital. I made this playbook to quickly outline for our team the different activities we should be doing for product launches. Each team member at Just Digital approaches their client accounts with a ton of creativity, diverse thoughts and ideas, and true passion for helping clients succeed. So they take this rough outline and run with it. Hope this helps!It starts with your product
Identifying The Target Audience
What Are Your Goals?
Developing a Pre-Launch Strategy – Don’t Miss This
Crafting an Engaging Story
Executing the Launch
Post-Launch Strategy
Case Study: Dyson Air Multiplier
Are Product Launches A Good Idea?
The Just Digital Product Launch Marketing Playbook
Prelaunch Strategy 🧑🏫
Creating Assets 🎨 ✉️ 🧑🎨 🤳
30 Day Pre-Launch Countdown 👋
Launch 🎉 🍾
Post Launch 🤝
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