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There’s no one-size-fits-all process for making this work. But there are general rules you can follow to successfully launch your product in your preferred market. Read on to see what steps you can take to win at this:
Have a Plan
You need to have a plan for how the launch will play out. This plan will cover all the important bases, ranging from strategy and a breakdown of campaign resources available to you to success criteria, risks, and a project timeline. It’s a blueprint you can follow, along with a determination of whatever you’ll need to make it work. A plan lets you proceed with a sense of purpose and ensures that you and your team are clear on what has to be done.Tease Your Product
Create a sense of anticipation around the impending release of your product by running a teaser campaign. Put out bits of information about the product and its launch through social media, blog posts, press releases, email, and other channels with which you can reach people in your market. The content you produce could have such headings as “coming soon”, “first look”, “preview”, etc. Your campaign has to aim for intrigue and a broad reach so that a large number of persons will know there’s something on the way from you.Get Influencers and Experts to Spread the Word
Besides informing the public yourself, you may engage experts in your industry and ask them to share about your new release. If you can, you should do the same with influencers, preferably those who appeal to your target demographic. The more experts and influencers talk about your new product, the greater the buzz around it will be. And that’s exactly what you want for an upcoming launch.Sign up for the Connect Nigeria daily newsletter
Organize a Launch Event
Here’s how to launch a new product. When it’s time to release your product to the market, put together a launch event and invite customers, prospects, industry experts, and the media to it. This will serve as the crescendo for all that excitement you built up in the lead-up to releasing your product. It’s not the end of your efforts. But if done properly, it’ll generate even more publicity for your new offering.Provide Information About the Product
When people read or hear about your product, they may want to find out more about it. Make sure they can easily access the information they need. You could make it available in various formats, including landing pages, FAQs, videos, downloads, case studies, and testimonials. Your descriptions have to be primed to nudge the reader, viewer or listener closer to a decision about buying the product.Market Your Product
After releasing your product, your next step should be to run a marketing campaign around it. Let the world know that it’s now available. Explain how it’ll benefit them. And provide information about how they can get it. Your marketing should happen digitally—on social media, via email, and Pay per Click –and offline too.Observe and Adjust
Track sales and collect data about your product’s performance in its market. Also, gather feedback from users; speak to them directly, and/or survey to find out their opinion. Based on the insights you gain via these processes, you may decide that your product is just fine, or that it needs a few tweaks. It might also turn out that the product isn’t needed by the market. In that case, you should probably pivot away from it.Register to attend the CN Business Mixer
Final Words
It’s not always clear how to launch a new product, especially when you’re starting out in a new industry or niche. As we’ve already said, the rules for what works may vary with different product types. However, there are general steps you can take to launch successfully, and we’ve covered them here. Adapt the tips to your unique situation, and watch your product thrive in its domain.Featured Image Source: Chasm
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