When it comes to launching a new product for your business, there is a lot to think about. You can only launch it once, so you want to get it right and get as much out of it as you can.
Launching a product means sacrificing a lot of time and energy, and it is not just a matter of choosing a date and location to start out at or work out an exhibition stand or a launch party with an exciting hop-up banner display system. Nonetheless, when so much time, energy, and resources have gone into producing your product, it’s only fair that it gets the launch it deserves, so how is the best way to do that?
Start with a Soft Launch
A soft launch is where you launch a product or service with a carefully targeted group of people, and you do this before you officially launch it. This gives you the chance to see what the reactions are to a product. As soon as you have a prototype of your product that people can use and get some benefit from, you should be out there to get feedback. It could be weeks, months, or even years before you intend to launch it properly. Some of your early users may be friends, business connections, or even some of your existing customers.
Feedback is by far the most important thing you need before you launch a product. You don’t just want to find out about little irritations or issues, but you need to figure out whether your early users derive real value from your product, or what else they need to make the product work for them. This kind of input is valuable for marketing teams, as it offers you an insight into the thoughts of your target customer’s head.
Utilize Social Media
Don’t just tell people the value that the item you are launching creates; show them on your social media. Use photos and videos, get people to give reviews and allow people to share comments about your product and your business. This will mean an increase in shares, visibility, and awareness about the launch of your product.
Don’t Create Unrealistic Expectations
While we would all love our product launches to go off with a bang and be a massive success from the very start, it is rarely that straightforward. Set goals and targets by all means – in fact, that is important, so you know where to aim for – but do not set unrealistic expectations because if you do not meet them, you may end up feeling demoralized and demotivated. Remember, you cannot control every aspect. Even something like the weather or current affairs can have a significant impact on the launch or sales of a product. What you are aiming to do primarily is to raise awareness of your product, gain feedback, and connect with people who will enable you to move forward.
Create a Narrative
One of the most important things you can do with a new product is to create a narrative around it. Your customers need to be able to understand and relate to your product; they need to know who you are and to identify with your journey.