In today’s busy and crowded market, it’s difficult to stand out from the pack and find ways to get yourself or your product noticed. It’s no longer a game where each player dances to the same tune. It’s one of innovation, of who can take an old idea and add a pioneering twist to their fresh product. Otherwise, you might get lost in the sea of choices, and your target audience will not know who you are.
In spite of what some would believe, though, several niches welcome new input, some of which gravely need it. If you’ve found your great idea, your goal should switch to getting it into the public’s view. Because, as they say, “If a tree falls in a forest and no one is around to hear it, does it make a sound?”. This philosophical question has appropriate implications for advertising and product launches. There will be no success to your idea if there is no one to see it or appreciate it.
That is why it’s crucial to not only find and create a product but also to make sure it will have a successful launch. It needs to be carefully planned, considered, measured, designed, and delivered.
1. Get To Know Your Audience
They are your customers, your way into the market, and your lifeline. The importance of knowing who you are selling your product to can never be underestimated. If you want to successfully launch your product, you need to make sure that you know its precise target. Research, compare, conduct surveys, and use the power of the internet to ascertain who will benefit the most from your product. Most importantly, place yourself in their shoes and think of them first.
Ask what will they gain from purchasing your product, will it be worth their time, will it be easy for them to use, will it be cost-efficient, are there better options for them out there? Be honest with yourself about the traits of your product, and be attentive to your customers.
Social media platforms have become powerhouses of the internet. They have transformed into valuable tools, whose purposes have gone far beyond the avid need of sharing baby pictures and workout achievements. Social media networks, such as Facebook, YouTube, or Twitter are excellent tools to use if you want a successful product launch. And it’s all stemmed in their vast user base, instant news, and long reach. They’re very easy to use, and they’re free, so they will not put any sort of dent in your budget.
There are many ways to make use of social media in order to reach your target audience, whether you do it manually or using their clever algorithms. Remember, just one share of your posts can quickly bring it to the eyes of hundreds.
3. Don’t Forget The Little Guy
A while ago, launching a product and dealing with the press mostly meant contacting the big publications. They were few and with a high number of readers, but things have changed. The media now implies a lot of smaller publications, mostly online, that could genuinely hold weight in the eyes of your potential customers. Unless you’re Microsoft, Apple, or another major company, you should not forget these smaller yet official media outlets if you want to launch a successful product.
The chances are that their reach might be shorter, but it’s possible that they will have a better and more intimate connection to their readers. This includes a significant number of useful websites on the appropriate niche and online influencers. And, ultimately, it’s your audience who matters most.
4. Offer A Taste
A successful launch should never be the first time your customers or the media hear about your product. More importantly, it should not be their only opportunity to try it out. Testers are invaluable to any ambitious project, and it has been proven time and time again that their input is paramount. Their unbiased opinion and objective stance on any new product will offer you better insight. It will also assure that your launch will be more successful because more people will know precisely what to expect.
Think of video game launches for example. A particular product will not just simply appear on the shelves after a bit of advertising. They have alpha testers, closed beta, and open beta before the game officially launches. Testing is not only useful for an in-depth analysis and feedback, it’s also excellent for bringing more awareness of your product.
5. Consider Controversy
People need to know about your product, and in order to guarantee a successful launch, they need a little extra. Consider some strategic “leaks” online that will bring it better to the public’s attention. Companies such as Apple have mastered this particular tactic, and the audience is very easily lured in. It’s a psychological approach because it stimulates their curiosity and makes potential customers believe they’re looking into something that was not intended for their view.
6. The Perfect Slogan
Your product’s slogan or motto should not be underestimated or overlooked because you do not get many chances at changing it. In order to assure a successful launch, you need to make certain that your potential clients know what theme they should expect. It can be conveyed through both careful designing and a well thought-out slogan. All you need is a catchy, clear, and memorable phrase which could genuinely draw more attention and imprint on their mind.
7. Mark The World Wide Web
If you want to successfully launch your product, it’s paramount that people have easy access to more information should they wish it, and actually know that you exist. Get a website, and have a particular category for your upcoming project. Include beautifully created pictures, with careful editing for aesthetics, and details. It’s all about awareness and how you market your product online. If you can and if you believe it’s appropriate, find unique ways of advertising it to the public, be it in a quirky or otherwise memorable way.
The aspect of your product is the first thing that people noticed. It’s the same in life, and it’s the same when you’re trying to launch something new on the market. It should not be news that the aspect has the initial impact on customers, and it may persuade them into looking further into the details. A successful product does not only have to be innovative and practical, but it needs to be aesthetically pleasing as well. Most product reviews you will read online begin with the aspect, be it “sleek and modern” or “chunky”.
For a successful launch, you should make sure that the initial impact of your product will be a pleasant one.
9. Perfect Timing
In real-estate it’s “location, location, location”. However, in product launches, it should be “timing, timing, timing”. In fact, some believe that mastering this particular factor is the primary driver of a company’s success and could be the “make or break” deciding aspect of a product. Apple would, once again, be a perfect example of masterful handling of this vital tool. They watch the market, they analyze it, let a type of product become known to the public, review existing technology, and then improve upon it in their own product.
You, as well, need to understand properly the right time to launch your project. The day should not be marked by something of greater importance.
10. A Unique Venue
When the time for the official launch arrives, you will need to pick a place that will best suit you and your intended audience. However, it’s often difficult to generate a buzz unless you’re working for a major company, so choosing the right place is paramount to gaining the right kind of attention. Everyone uses a showroom or a convention center to display their product. In order to stand out and have better chances of success, you should try to think of different and more memorable environments.
Considering a venue that is unique, like a bar or restaurant on top of a skyscraper, a historical site, a festival, or even using something like a flash mob if it’s appropriate for your target audience.
Remember that a product launch could easily turn into the perfect storm, so you need to build a sturdy ship in order to make it through with success.
Mike Jones is a Boston University graduate, with an MS in Mass Communication. He is now a full-time writer, passionate about everything related to business and technology.