Are you about to launch a new product or service? 95% New products fail after their launch. One of the reasons explaining this failure: lack of preparation. So to succeed in your product launch, you have to be rigorous.
Generally, most of the energy, time and resources is devoted to the planning and development of the real product. Result: the organization of marketing begins too late or benefits from a reduced budget, engulfed by the creation of the product.
Think of content! The latter can have a considerable impact on the success of your launch. However, each type of content plays its specific role, according to its objectives, the target audience and the expected results.
To avoid disappointments and succeed in your launch, here is the ultimate checklist to prepare you and do not forget anything!
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1. Choose a product launch date
It may seem obvious, but it is often overlooked. Defining a product launch date makes it possible to coordinate your strategies with suppliers and teams.
If the circumstances require it, you can always postpone it. But start keeping in mind a target launch date.
2. Create demos or tutorials for the launch of the product
It is known, video content is a format privileged by Internet users. According to a Wyzowl study79 % of consumers prefer to know more about a product thanks to a video than via text. In addition, 84 % of consumers made a purchase after watching a brand or product video.
And contrary to popular belief, you don't need to be a great director to make a video. With the Stories of Instagram, Facebook Live or other social networks, you can create the buzz around your product even before its launch.
In addition to Demonstration videosyou can create content valuing your manufacturing process, the benefits of the product, the raw materials used, etc. It's simple, share behind the scenes of production, information and dates to maintain the interest of your subscribers. You can also support the launch of the product with unboxing videos if the product is ready.
Each product can benefit from explanations, practical guides, similar instructive videos that will help you sell it.
Objective: have all the necessary material for your website, social networks, newsletters …
If you want to create higher quality videos, you can still Call on a video specialist on Coder.com.
3. Prepare the logistics for product launch
Launching a successful product requires having it in stock to send the first orders very quickly. The objective is to create a snowball effect: the first consumers will be able to talk about their satisfaction And encourage prospects to trust you.
Remember to prepare the stock, as well as your packaging accessories to be as responsive as possible.
4. Strengthen your customer service after launching the product
Your customer service representatives and after -sales service staff need time to familiarize themselves with your new product.
However, customers will have questions from the start of marketing and your team must be able to answer them.
Remember to train them, offer them the product, show them how to use them and invite them to test it at home.
5. Anticipate possible delays and problems
You may have to postpone a product launching date for reasons independent of your will. This can be because of a strike, a natural disaster, delay in delivery of a supplier, etc.
You can also encounter logistics, development, test or a Bad buzz Upstream of the launch of the product.
Anticipate the maximum of scenarios in order to prepare a rescue plan.
6. Reflect on the price strategy at launch
Before Define a price for your new producttake into account your target audience and your competition. Why is your product different from theirs?
You can also consider different types of offers, such as buying a single product or wholesale; Punctual subscriptions or purchases; The packaging with other products or the grouped sale … Anything that can differentiate you is welcome!
Then you can better fix the prices according to the specifics of each offer.
7. Think of photos for product launch
Here is another type of visual content that impacts the launch of a new product. On the Internet, photos are the only way for the buyer to know what he buys.
For this purpose, Photos must be of high quality. Add the zoom and 360 ° visualization function to allow the buyer to get a global idea of the item.
If possible, stage the product: a garment must be worn, a piece of furniture positioned in a house, etc.
Don't forget SEO. Make sure to include a description rich in keywords in the tag, title or description of the image.
8. Harvest Customer Test Comments
Customer opinions provide “social evidence”, which encourages other consumers to buy your product.
A IFOP study has shown that more than 8 in 10 consumers consult the opinions of other consumers before purchasing purchase. Moreover, they are ready to spend 31% more if the comments are excellent.
In order tohave opinions Before the launch of a product, remember to have your most loyal customers tested to obtain their testimony. You can also send it to influencers. Your product has already proven itself before its official marketing!
9. Build a landing page for your marketing campaigns
It is time to create the product sales page.
Think copywriting ! Your text must be sufficiently explicit and captivating to generate conversions. Clearly explain what the product does, what problem it solves, the way it makes life easier, better, happier or more efficient.
Include testimonials from the first usersas well as key figures, such as the satisfaction rate. Obviously, take care of the product photos and offer videos.
Finally, launch a call for clear action on how the customer can get your product.
10. Send educational content by email
A major tool In the launch of product, email helps you seduce your customers, especially if you offer content with high added value. The more you offer educational, useful and relevant content, the more you increase your chances of sales.
For example, if you want to sell a program or a guide on how to write and sell your first ebook, start by sending emails on “how to find the title of the book”, “how to organize the plan of your ebook” or “how to stay productive ”.
Do not forget to include, in each email a link to your website, so that the prospects wishing to know more have all the information at their disposal.
When launching your new product or service, your prospects will already trust you and will be more likely to convert.
11. Write blog posts
With blog posts, you provide value continuously. Instead of writing an article that praises your new product, you can slide it more subtle (and useful!) In one of your publications.
For example, let's admit that you want to sell decoration accessories. Write on how to decorate your house by inserting a button on the action leading to your new product. It will be easier, for the reader, to understand how to use your product and to visualize it in its room. To this end, you increase the chances of conversion.
Your blog can even Become your first sales platform !
12. Create the buzz on the web
Your website, emails and social media pages must be invaded by marketing linked to the launch of your product. Your whole audience should know that it happens!
Do not just offer them offers and discounts. Write blog articles that explore some of the problems that your product solves. Gradually reveal its features, in order to arouse expectations and impatience.
Also start working on natural referencing. It is a long process before your pages are displayed on relevant keywords. The sooner you start, the better.
13. Give exclusive access to your loyal customers
76% Customers of a brand do not even try their new products. However, it is easier to sell to your consumers than to strangers.
Consider the launch of a new product as an opportunity to reward their loyalty. Send them special offers such as free upgrades, discounts or a free purchase gift.
14. Ensure the proper functioning of your sales process
If you have a registration form, does it send an automatic response? Is it connected to your database? Does your payment page accept the reduction code offered in your marketing campaigns? Do your Google ADS tracking codes work?
Test and check the whole process before officially starting your product sales!
Have you accompany yourself for your product launch
For the rest, be patient! It takes an average of 28 weeks for a new product to reach 75 % of its maximum distribution. In addition, only 21% of consumers buy an article just after its launch.
But if you follow this checklist and your product meets a real need for the market, you increase your chances of success!
Use the right ones Types of content To stimulate the buzz around your next product launch, while offering value and engaging your audience. Take advantage of all content formats that make sense to your brand and your prospects.
And if you need help to launch your product, call on a freelance on Codeur.com to find a marketing specialist.