by The Trilojee Team, posted 11/8/2017
Launching a new product may not sound like such a big deal but there’s an entire process of preparing, brainstorming, spreading the news and finally launching. It actually takes a lot of work and organizing on your part but the benefits of a great campaign before, during and after the launching can actually create a strong demand and skyrocket your sales. If you are a small business which is planning to release a new product or service, you need not worry because even small businesses can follow some smart tips to be successful with their sales efforts.
So, in order to have a successful launching of a new product or service, you need to divide the process in three stages and stick to the plan until the end. Those stages involve a pre-preparation, the actual launching and finally, an after-launching stage which will stay consistent and dynamic as the previous two stages.
In this stage, you’ll need to create a plan before launching the product. Most of the work done in this period will later reflect on the two following stages.
First of all, you need to know everything about your product, its purpose, special and unique features, target customers and most importantly how it’s going to help or benefit the customer. If you know your product well, it will be easier for you to handle problem-solving situations and create a great product. In order to rock this stage of launching you must be able to know the answers to the following questions:
- Who is your potential customer?
- Are the customers in need of such product?
- Will they like a specific feature or hate it?
- How is your product different from others?
- Will it meet the expectations on the market?
Once you determined these questions, it’s time to focus on other things.
Based on certain characteristics, you’ll be able to create an outline of the people who will be in need of such a product or service. If you have an outline, you can later on decide on strategies and tactics which will bring your product closer to your target customers. Is it a product limited to an area? Or maybe it’s a product targeting younger people? If you have the answers to these questions, you’ll be able to focus on the needs and likes of these people and therefore, bring your product as close to their needs as possible.
The next step is writing a mock press release. This step is crucial in the pre-launching stage because you’ll need to spread the word and test the reactions of the people affected by your product or service. By doing so, you can easily relate to your customer and get closer to their needs and goals. Any negative comments or lack of engagement in this release will mean that further work might need to be done to improve your product. You can also work on your messaging, stating the most valuable and unique features of your product. However, in order to be simple, short and effective, you need to really think about the content of the message. Is it persuasive enough? Does is state the most important features and benefits of your product? Messaging should sell your product in a subtle way and express the value of it in a 10-word statement. If you manage to do this, you are on the right track! Present your message in front of people who may give you valuable feedback so you can perfect it. Once you have a group of people who will provide that valuable feedback, it’s time to prepare your product for the actual market. If the results from this messaging or mock release are positive, then your work here is done. However, if not, then you need to reconsider the above mentioned steps and work your way towards your successful pre-launching stage. Start creating content in the prelaunch stage in order to prepare the market for what is coming. Subtly announce your product by creating content which will emphasize the need and how your product provides the solution. Now you are a step closer to the launching stage so you need to consider your launch assets. Are you going to send out e-mails to drive people to the landing page? Will you ask your network to spread the word? Start to think about attracting your customers’ attention so the launching won’t be the first time they’ve heard of your product or service. It’s up to you!
The above mentioned steps can be neatly assembled into a document which is understandable and easy-to-follow. In doing so, you’ll get your whole team on board and the process will go effectively and more productively.
THE LAUNCHING STAGE
In the launching stage, you’ve already done most of the work needed for a successful presentation of your product. Depending on the nature of the product, you’ll decide on the time needed for this stage, a day or maybe more. Now, at this point, you need to put your plan in practice to see if it meets your expectations.
At this stage, the only decision-making you’re going to make is the way you want to market your product. So, in order to have a successful story, be careful about the channel you choose to deliver the message. You can organize an event or maybe use social media or your mailing contacts. Either way, you need to decide whether or not your target customers will receive the proper message. If you choose an event for instance, make sure that your whole team is prepared to elaborate about your product and its benefits and be consistent in your story. A good organization means that you are serious about your product and your customers will be able to sense your honesty. Before the launch, do a final check to see if everything is on place and functions properly. This final check will only enhance confidence and increase your chances of success.
You and your team should be prepared for the launching day and the primary job is to reach potential customers. If you don’t have a team to deliver the message, there is nothing that you can’t do or achieve with a good a plan prepared in advance. Remember your goal is to reach as many people as you can. The launching stage is your moment to shine, the moment when you prove to your prospects that all that time of waiting is worth it!
We mention this stage because you shouldn’t sit back once the big launch is over. Work never stops when it comes to marketing a product or service. Many customers need persuasion and convincing. In this stage you need to stay in touch with the people that might have been be interested in your offering but weren’t ready to make a decision at the first meeting. Gather information about those types of customers, work on your sales pitch by using short and powerful sentences to attract as many people as you can to get interested in your product. Always try to put yourself in the shoes of the customer and think about what would motivate YOU to make a purchase?
So, how do you keep the momentum going? Send out more e-mails, give free trials and demos or share live videos on social media, anything to engage even more people. The sale depends mostly on how you and your team (if any) deliver the message. If you feel it’s necessary, go through your plan once again. It’s important for you to know where your strategy has failed or where it has succeeded. By knowing your strengths or weaknesses, you can make modifications and re-work the plan to improve your results.
Last but not least, do everything in your power to retain your customers. Once you get them on board, it’s important that you don’t become complacent with the people that already believe in you. Periodically, send out relevant information and re-state the benefits of your business to show that your product is worth having or using. This will reinforce to your customers that their investment is justified and working for them.
The launching of your new product can be the most exciting part of your business or it can be an overwhelming experience. You need to carefully follow all the steps and remember to leave nothing behind. Your performance and results will depend on the organization and hard-work you put into the process. If the results are positive, then your work here is done!
Wishing you much success!