In increasingly competitive markets, launching a product has become a challenge in recent years. While you are launching a product for your company, your competitors are certainly doing the same. The role of the person in charge of this task is to ensure that everything that was thought of in the stage , led by the Product Manager, is achieved through publicity. Launches have a much more advertising and marketing bias, which requires knowing how to choose channels and publicity strategies.
Create a product launch schedule
The first important step is to define a product launch schedule. From the moment a product is ready to go to market to the date it actually becomes available to the public, there are a series of steps.Chronological planning is what will ensure that each of these phases happens at the right time and lasts as long as recommended. Therefore, ideally all dates and periods should be planned a few months before the product launch. The schedule should include phases such as:
Understand the available budget
All this work involved in launching your product will cost money. Although there are always organic strategies, which are also important, you can’t rely solely on them. Good launches require investments in paid media, promotion, various marketing actions, activation, merchandising and other options.
Therefore, it is important that the team responsible for the product launch is in contact with people from the finance department. This may be important if there is a need to request a budget extension, for example. Otherwise, the available money should be analyzed according to the campaigns planned for the launch.
The ideal is to know how to balance investments. Since there are several possibilities for marketing actions, across a variety of channels, the cost can be high. Therefore, it is necessary to balance the way in which the money is allocated.
Think about activation channels
Directing campaigns to simultaneous channels is recommended and necessary, but you need to know how to define these choices. Therefore, using good selection techniques, such as bullseye, is essential. This framework consists of one of the best methods for channel decisions , since its proposal is to select the 3 best alternatives. First check out the graphic representation of this technique below:As you can see, there are many options, but you need to dedicate yourself to choosing, first, six (second circle from the outside to the inside) and then, three (central circle), which is the recommended number.
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Choose strategic marketing actions
Good marketing actions for product launches are essential. If you still don’t know which is the best choice to invest in, we can help you with some suggestions. Check out our choices below!
Influencer Marketing
There is much debate about the role of digital influencers and whether they really convey positive messages. However, when we talk about ROI br lists audience acquisition and sales results, the potential of the strategy is undeniable . It is no wonder that we are talking about a market.
If your brand chooses the right person to connect with its audience, the results can be really great. A launch can reach its full potential if it is promoted, encouraged and anticipated by someone who has a voice among the brand’s audience.
Do you know Nike, the American sportswear buy phone number digital library and lifestyle giant? When the Air Vapormax sneaker was launched, the company teamed up with the YouTube channel “What’s Inside?” to simply cut a pair of the shoes in half and show off the technology used.
Source : YouTube
The result was really great: the campaign, which featured seven videos, had more than 7 million views on its main content alone, which we mentioned.
Teaser video
Teasers are almost like the trailers we are used to seeing in movie theaters. The strategy is simple: create a video with several elements capable of generating expectation and anticipation about a certain product that will be released soon.
This makes people eagerly await something. For this to be the real feeling projected, the video needs to include elements that arouse curiosity, such as the product’s features and characteristics. In addition, of course, the video needs to be very well produced.
A great success story that can serve as inspiration was the teaser used to announce the launch of the game Uncharted. Despite being from 2013, it was a huge success and marked an era. Check it out below!
Free product sample
Another good marketing option is free samples of the product you are about to launch. There are many ways to do this and it all depends on what we are talking about specifically.
A good example is streaming platforms, which are increasingly popular on the market. People can usually try the service for 30 days for free, an important strategy that allows them to get to know and like the product. After that, the chances of them becoming customers are much higher.
One of the biggest success stories of this free trial was . The company gained many permanent subscribers after giving people 30 days to try the service.
Source : Netflix
There are many other ways to do this, such as in the case of apps, where only some features are made available for free. The idea behind this free sample should be to encourage use and leave that “taste of wanting more”. This is what will generate the conversion to purchase or contract.
Define and track KPIs
Measuring the success of a launch is essential. There are many stages of promotion before a product is actually made available on the market. This is when you need to measure the public’s expectations and engagement with the upcoming launch.
To do this, it is important to define some fundamentalthat translate this expectation around the product. Once you understand which indicators make sense, of course, Marketing teams must keep track of the results.
A successful product launch doesn’t happen overnight. This process requires planning and analysis to make the right decisions. Even though we’re talking about quality products, success and public acceptance depend on a well-thought-out strategy.
Understanding what works for your persona is important when launching products and other activities. Therefore, learn more about and how this practice works.
