Successful Take-off: Elements of a Memorable Product Launch
July 10th, 2019
After months – or even years – of conceptualising, experimenting, and prototyping, you’ve finally landed on a product that’s ready to be launched. It’s overwhelming as it is exciting. What if no one finds it interesting? What if no one comes to the launch?
These feelings are all valid. You don’t want to waste all the time, effort, and money you spent on development, after all. As such, it’s only natural to go out of your way to create a product launch that people will remember for a while. Here are a few recommendations on how you can make your product launch as striking as your product.
Make Sure Your Product Is Ready
One of the recent (potential) product launch fails was Samsung’s Galaxy Fold. As its name suggests, it’s a 4.6-inch phone that unfolds into a whopping 7.3-inch tablet. While Samsung claims the product was tested to fold 200,000 times without any problems, user reviews painted a different picture.
Tech publications like The Verge reported that their review units’ screens broke after only days of use. People soon found out that the space between the hinge and the display itself can form a hole, where dust and other particles can get in and damage the internal parts of the screen after repeated use. As such, the tech giant owned up to its mistakes and pushed the release date to an indefinite time.
Testing products with a machine can help you gauge the durability and functionality of your product, but nothing matches real-life testing by users. Once you have a prototype, have a few people use it regularly. If it’s industry-specific, tap a few of your partners to test the product out. This way, you get to find vulnerabilities in everyday applications, which is something you really can’t achieve with a robot arm.
Have an Intimate or Exclusive Launch
You don’t want your product to launch at the same time as your competitor’s. The risk of getting overshadowed or compared is just too much. There’s a reason why big companies such as Apple have opted out of releasing their products in huge functions like the Consumer Electronics Show (CES) in favour of their own event.
If you’re a start-up, launching in conventions like the CES may get you the chance to net customers and investors. However, your own event, no matter how big or small the venue is, lets your audience focus on your product and company alone.
Establish Meaningful Engagements
You probably have a profile or at least an idea of who will use your product regularly. As such, you should create a buzz through the channels they use to communicate. Here at Romax, we recommend using email marketing to reach businesses. As for customers, you may want to utilise a combination of social media and direct mail marketing. This way, you can directly engage your target market and get them excited.
Product launches can be pretty scary, especially if you’re only starting your business. Ensure that you have an honest product and you’re creating a buzz among your audience through targeted messages. All of the time and effort you invest will pay off when you see the orders coming in.
Get a Reliable Customer Communication Partner
If you want to have a successful product launch, you need to partner with a reliable Customer Communication firm to make sure your messages find the right people at the right time. Romax offers data-driven business-to-business and business-to-customer Customer Communication Management. We achieve results through offline methods like direct mail and online channels like email. We use only the latest equipment and techniques to make sure we meet your marketing needs.
Contact us today to get your message out there.