Picture this: you’ve been working SO hard on a new product to launch into the marketplace. Long days, many revisions, and lots of passion have been poured into it. Maybe it’s a book, a digital course, a handy new gadget, or something else entirely. Regardless of the type of product, you need to create a launch plan to ensure all of the hard work you’ve put into building it is received well by customers. You’re obviously excited to share what you’ve done with others, but how do you get potential customers excited as well?
Perfect Your Marketing Messaging
First up, you need to nail down your messaging.
What are the key features and benefits of your product that will draw customers in?
What makes your product unique?
What problem does it solve for your customers?
Asking yourself all of these questions can help you to create your product’s value proposition. What’s a value proposition? It’s simply a statement that concisely and clearly conveys the value that your product will bring. Determining your value proposition and keeping it consistent across all mediums where you speak about the product is a must-do to improve brand recognition.
Let’s think about all the potential places you might talk about your product: your website, social media, advertisements, the point of purchase location, and so on. The message a consumer is seeing about your product in each of these places should all be consistent. Sure, it can flex to be longer or shorter depending on the amount of space that needs to be filled. However, each piece that you are using to market your product should all very clearly be related and support the same goals.
Create Your Content Rollout Plan
You know how we were just talking about all those different places you may want to promote your product? How do you know where to talk about it and when? That’s where your content rollout plan comes into place. Your content rollout plan provides an opportunity for you to identify where you’ll first introduce your new product and how you’ll continue to market it after it has launched. Basically, it is a document that includes all of the content you’ve created to market your product and where and when you plan to use it.
Do you want to make a big splash on launch day or slowly hint that the product is coming prior to launch? Where do you plan to tout the good news – mostly online or in physical formats too? All of these details will live in your content rollout plan, giving you a one-stop-shop to quickly understand what to expect and when.
Building Brand Advocates
Another important part of building hype for your new product is to create brand advocates. These are people that love your product and speak highly of it on your behalf. You can’t be everywhere at once, so knowing there are other people out there shouting your good news from the rooftops is super beneficial when launching a new product. This is also where that refined, consistent messaging we talked about earlier comes into play. When you have a clear message of the benefits of your product, it makes it easier for other people to convey it as well.
Plus, these advocates are widening your audience by introducing your product to their followers, which may or may not have already been familiar with you – truly a win-win! After all, spreading the word of your product to as many people as possible is certainly needed to increase the sales of your product.
Prepare, Plan, and Enjoy
You’ve worked tirelessly on your new product, and it’s imperative to have a plan to promote it. By defining your product’s messaging, creating a rollout plan for all of your content, and building relationships to form brand advocates, you’ll ensure the excitement you have for your product is passed onto potential customers as well. With all the work that you’ve put into creating your product and marketing it, it’s also important to take some time to appreciate where you’re at and how far you have come. Once your product has launched, take a moment to enjoy it! The fruits of your labor will soon be harvested – what an awesome feeling to have!
If you’re looking for some help with ensuring the marketing of your new product is top notch, give us a shout! The team at Harvest Pursuit is highly skilled in launching a variety of products in conjunction with our clients. We’ll ensure your messaging is buttoned up and ready for the masses, and our experts in social media and public relations will craft a plan to tout the goodness of all you have to offer! We’re ready, are you?