Launching a new product onto the market is exciting, and it’s probably something you’ve been working on for a while by the time you feel ready to start selling it. However, although you’ll have thought of all kinds of different issues and fixed many different bugs, if your customers don’t see the product, aren’t aware of it, or simply don’t know what it could do for them, they’re not going to buy it – even if they’re the target market.
The important thing you have to do is to make sure your customers are completely aware of any new products you might be launching, and there are a variety of ways you can do that – keep reading to find out what some of them are so you can put them into practice and make your new product a success.
Make A Product Demo Video
One of the things that will always have the most impact when it comes to telling your customers about a new product is creating a product demo video. Video content is always popular, and people are happy to watch a video when they wouldn’t necessarily read a press release or blog post (even if it takes the same amount of time). What makes these videos really great is that you can quickly and easily showcase everything your product can do and how it can make a difference to someone’s life in just seconds, making sure you mention the features and benefits in a visually interesting way.
These videos can bring your product to life, especially when you invest in high-quality corporate video production so the entire thing looks professional and polished and not something amateur that might be hard to trust. Your video needs to show the product in action and address any potential queries that someone might have and that could stop them from buying it. Keep the video short and concise and tell a good story, and you’ll be able to introduce new products to your customers in a highly effective way.
Teasers And Previews
Teasers and previews are wonderful when you want to build up some anticipation for your product launch and make sure your customers – and perhaps a wider audience too – are aware of it. When you offer a ‘sneak peak’ into your upcoming product, you can really tap into your customers’ fear of missing out (otherwise known as FOMO) because they’ll want to know what’s coming next, and they’ll eagerly look out for any Instagram posts, tweets, blog stories, Facebook posts, and so on until the day finally comes when they can find out what it is you’re launching.
To make a teaser, try to use interesting but cryptic images or short videos that hint at your new product but don’t say what it actually is – ask people to guess to create some more tension (and this can help you discover what other things your ideal audience might want from you in the future). You can also add a countdown timer to your website or social media feed as this will be exciting for customers to watch, and it gives you a visual aid to ensure your product is definitely going to be ready – the last thing you want is to build up a load of excitement only to find that you’re not ready to let your customers have the answer they want at the end!
You can also add some interactive teasers, like polls and quizzes, that relate to your new product. This can work really well as it engages your audience and keeps them completely invested in the upcoming launch.
Influencer Collaborations
Influencer collaborations are a powerful way to introduce your new product to a much wider audience – when you partner with an influencer (especially, or rather crucially, one your target audience will know and respond positively to), you can use their credibility and their fan base to show off your new product in the best light, and, by using ideas we’ve mentioned above, you can show that product being used by this well-known influencer, which should generate a lot of buzz.
The important place to start with this idea is to find the right influencer to help you. As we said, they need to be someone your target demographic will like and trust, so this is the first piece of information to find out through market research. You’ll then need to reach out to the influencer, and this is potentially the most difficult aspect; they might have an agent or manager you have to talk to, but even if they don’t, getting your message noticed when many other people are going to be reaching out as well (especially if it’s a well-known person) can be hard. Sending a free sample could be a good way to get started.
You’ll then need to work out exactly how you want them to promote your product. Could it be on social media? Maybe they could make a video about it? Perhaps they’ll host a giveaway or contest with your product as a prize? This will all need to be worked out in advance, but even though it’s a lot of work, it’s one of the best ways to ensure your customers don’t miss out on your new products.
Early Access Programmes
Another fantastic idea when you want your customers to know about your new products is to organise an early access programme that people can sign up for if they want to hear all the news first and be among the first people to be able to buy the product.
Of course, you also need to make people aware that there is an early access programme, so it’s like a never-ending cycle. If you have their data, you can send out an email with all the information and personally invite them to sign up, and it’s usually worth working out who the most likely people in your audience will be to buy the product, as they’re the ones who’ll definitely be interested.
Then you’ll need to make sure that signing up is worth their while, with special perks other people won’t have, for example. This will generate a lot of excitement and make it feel really exclusive, which everyone loves.
