Too often, companies spend months or even years developing a new product or service only to come up short on promoting release. Many failed product launches are not a reflection on the quality of the product, but rather the marketing campaign behind it.
For starters, says marketer and blogger Neil Patel, there’s no reason to wait until your product launches to start promoting it. Building hype for your new product will have consumers anticipating the launch.
Determining who will use your new product isn’t as simple as falling back on the target audience of your brand, Patel cautions. Develop a customer persona so you can narrow who your marketing is aimed at.
Don’t be afraid to tease your audience. Sometimes the best way to build interest is by being mysterious. Don’t give away all of the product information in the first promotional campaign.
Host an event and create a video for your website. Steve Jobs was a master at using keynote addresses to talk about the technology and features behind a new Apple product. Support a live event with a web video that demonstrates the product or replays the keynote address for those who couldn’t be there. More than half of marketing experts across the world say video content has the highest ROI compared to other content marketing strategies.
Finally, take pre-orders. Collecting money for pre-orders is a great way to build hype. Customers are invested and prospective customers take notice of that. Making the product available for purchase early shows them your product is real and not just a concept.
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