Product Launch Marketing Campaign:
10-Step Plan to Do It Flawlessly
Launching new products or services is always a risk, no matter if a brand is a startup or a well-established company. To minimize possible downsides, it is essential to go through the preparations step-by-step and layout the base for the successful introduction of the product to the market. But there is always a danger of missing something important and losing a part of your profits as a result. Is there any algorithm to minimize the risks as much as possible? Get ready — you are in for a treat.
Our 3D rendering company has a lot of experience working with different product brands and creating visuals for their promo campaigns. And a big part of the CG content we’ve made was intended for product launches. Thanks to that, we had a chance to get insights into the planning and execution of the whole process and learn from the best. Based on this knowledge, we’ve created the 10-step guide to making any product launch marketing campaign a success. Read on!
#1. Learn about the Needs Of Your Customers
Being different from your competitors is the only way to beat top players in the market. Even if your position in the field is already established, you still need to do better with each new product or service to keep customers interested. They need to see the proof that your brand takes their wishes into account and brings them to life.
To learn what the unmet needs of your target audience are, you can create polls and do interviews with your customers about the improvements they would like to see. Another great idea is asking for client testimonials and reviews. Those often mention the pros and cons of your products/services. Treat this feedback seriously and keep your clients updated about making the changes they expect from you.
#2. Identify Your Competition
When entering any market, analyzing your competitors is a must for developing marketing strategies — including the ones for product launch. If you’re not a new player in the field, it’s still wise to constantly check newcomers and see what they have to offer. Keeping track of trends and changes will help improve your products and services, which is necessary to stay ahead of the curve.
Studying the strengths and weaknesses of your competitors thoroughly is an essential part of building a product launch marketing strategy. Knowing their advantages over you can help to form unique propositions that will differentiate your brand from other market players. And your competitor’s weaknesses will indicate what you should focus on when outlining the benefits of your products or services.
#3. Define Your UVP and USP
Once you learn who your audience is and what they want as well as what your competitors have to offer, you can start forming your Unique Value Proposition (UVP) and Unique Selling Proposition (USP). The first one is your business’s identity that answers the question “What do you do?”. The answer should be short and simple yet very clear at the same time. For instance, the UVP of a furniture company could be: “We provide well-crafted furniture made of natural materials that will last long”.
Identifying USP is essential to meet the needs of your customers. Each product or service needs to have multiple USPs to really stand the competition. The ultimate goal of USP is to solve the problems of your target audience. In the case of a furniture brand, outlining the quality of materials, product design, reasonable pricing, etc. is the right way to present USP. Overall, your UVP and USP have to give your clients a clear understanding of the benefits they’ll get from choosing your products or services.
#4. Build a Go-to-Market Strategy
A go-to-market strategy is a plan designed to increase the penetration of your products into existing or new markets. When developing it, you need to identify brand messaging, establish lead generation, and optimize your funnel to increase conversion rates.
The other important part of building a go-to strategy is to figure out your buyer’s journey and shorten the sales cycle. It means that you have to make sure each step the customer takes brings them closer to the purchase. Making the whole experience smooth and comfortable is a must to ensure the most effective result of a product launch marketing campaign.
#5. Prototype Your Product
After defining the benefits and features of the product that fulfill the TA’s needs, it’s time to start the designing process. Don’t expect to get everything right on the first try — a prototype serves the purpose of improving and refining the final version of the product. If you lack the resources to manufacture a physical prototype, you can always have it visualized as a photorealistic 3D model.
The prototype is also necessary for product testing. Make a focus group of potential customers and offer them the first version of the item. Their feedback on it will help you determine what works well and what should be changed or upgraded. This way, when you launch the final product, the risk of failure will be reduced to a minimum.
#6. Draft Your Promo Content
Before starting a promo campaign, you need to plan and draft the content for all marketing channels you will use. You’ll also have to establish a schedule to share your content consistently.
A solid promo campaign has to cover both traditional and digital platforms. The first ones include print collateral and outdoor advertising, and the second ones are e-commerce websites, social media, online ads, and so on.
Each marketing channel has its requirements for content. So, it’s important to keep track of relevant trends and updates. For example, using more visuals and less text works well in almost every channel. But images have to be truly mesmerizing to stand out from tons of other content. Recently, videos have become the most effective form of content for social media — so it’s wise to use more of them.
Lack time or money to organize photo and video shootings of your products? In this case, you can always use CG services that provide images and videos of the same quality but require less money and effort on your part.
#7. Promote Your Product and Its Launch
When the marketing content is prepared, it’s time to start the promo campaign for the launch. Here, you need to showcase the new product itself as well as give detailed info such as the date when the item will come out, where to order it, how much it will cost, what features it will have, and so on.
Another key element of any product launch marketing campaign is eye-catching visuals. They are especially important when it comes to the introduction of the never-before-seen product. Its design should look mesmerizing in images and video, urging the desire to order the new item even before it’s officially out. Using CGI opens a lot of possibilities here since it allows you to easily show your product in any captivating setting and scenario.
#8. Fulfill Orders Promptly
If the promotion campaign is going successfully, the orders will be placed one after another as soon as the product is launched. You need to manage them quickly and effectively so that your clients are impressed with your customer service. Make sure the customer journey works smoothly at every step because it will influence their opinion of your brand.
To strengthen your relationship with the clients, you can offer certain bonuses for the first orders. Those could be a discount for the next purchase or a small gift. In this case, your attention and thoughtfulness are even more important than the content of the bonus itself. Just show that you care about your most loyal customers!
#9. Get Feedback
Your brand cannot succeed if you do not pay attention to feedback from your clients. So, it is wise to study reviews and testimonials to analyze what your customers liked and disliked about the new product. It will help you understand what can be improved and which selling points should be highlighted more.
Any company that cares about its audience should interact with them, no matter if it’s answering a positive comment or a critical review. It means you need to monitor your chats and comment sections for any questions from your clients and give the required information immediately. Also, don’t forget to keep in touch with them by sending newsletters with special offers and all kinds of updates.
#10. Improve Your Products and Services
When all is set and done, all that’s left to do is to use your knowledge of the market and clients’ feedback to further improve your product launch marketing strategies. There is no need to release new goods or services often if the current ones are doing great. Offering updates, new design options or simply remarketing the existing items is enough to keep customers interested. But when the time comes to launch a new product line or service, you have to be ready to go through all the above-mentioned steps again.
These were the 10 major tips that will help you to conduct the product launch marketing process smoothly and with the most effective result. This way, it will be possible to not only minimize the risks but also evoke the desired reaction from your prospects and get the maximum profit from each launch.
Ready to hype up the audience for your new product? Use professional 3D rendering services for product promo campaigns and make your launch ultra-successful!