Announcing a New Product
By Staff Writer
After months of development, testing, and preparation, you’re finally ready to release the finished product and spread the word. How do you get the buzz going about your latest addition? You may not be ready for a sky-writer, but with a multi-pronged and creative approach toward product announcement, you can manage to make just as big of an impact. Make a powerful first impression by following these important basics:
Web Site Presence
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Your business Web site is the perfect place to bring your product to the millions of people who shop online. |
Your business Web site is the perfect place to bring your product to the millions of people who shop online. Think of your Web site’s home page the same way you’d treat the entryway of a brick-and-mortar store. Position your new product front and center and help feed customer excitement. Don’t take it for granted that site visitors will know what to look for or where to find it. Without being overwhelming, include your new product on other pages on your site that make sense. Suggest it as a perfect pairing with other items or offer the option to add it during the checkout process.
Don’t be shy about spreading your passion for your new product. Even peppering your copy with the word “new!” will grab site visitors’ attention. If you effectively communicate your excitement, your customer should be able to feel your enthusiasm for the product and, at the least, want to learn more.
Publicity
To create broad excitement and make your announcement more “official,” draft a press release about your product. You will not only increase awareness, you’ll also help to establish your company as a dynamic force in the market that is working hard to develop new and useful products. Post the release on your Web site and send it to relevant trade publications, media outlets and organizations whose members could be potential customers. If you don’t spread the word, your product launch could fall flat, so generating interest is integral to attracting new customers.
Email
Email is
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To build customer interest prior to launching the product, send a teaser email. |
a quick and easy way to develop a relationship with your customers. It’s also a great means for promoting new products. To build customer interest prior to launching the product, send a teaser email. Then, once the product is available, send a follow-up email that includes product benefits, features and any savings opportunities. Also consider offering a bigger, exclusive discount to those who respond to the email—it will help give future email marketing messages a boost.
Direct Mail
If your budget allows, you can take your email marketing efforts a step further by creating a direct mail campaign. You can use a similar tactic as you did with the email, but remember you have to factor in printing time and costs and postage. A good direct mail piece can have quite an impact and be worth the cost and effort. Naturally, your resources will dictate whether or not you can support your product by this means.
Trade Shows
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Go to trade shows as an attendee and get the wheels of word-of-mouth marketing turning on your own. |
You don’t have to spend thousands of dollars for a booth to get buzz going. Go to trade shows as an attendee and get the wheels of word-of-mouth marketing turning on your own. Be sure to research which trade shows are the most appropriate for your target market. There are no shortage of shows, so you want to make sure the ones you attend give you the most potential for success.
When you’re at the show, walk the floor with a smile. Pick up informational literature from competitors and figure out how your product compares. Also try to attend sessions and/or roundtables where you can talk candidly about your business and how your product fills a need in the market.
Extra Incentives
Incentive marketing works!
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A free sample or bonus discount provides a great way to introduce your current customers to new offerings. |
When you’re launching a new product, create a market by building on current sales. If you sell gourmet cookies, add a couple of your new-recipe brownies to every order. Sell sweaters? Offer 15% off your new scarf line. A free sample or bonus discount provides a great way to introduce your current customers to new offerings.
Testimonials
Add credibility to your new product by including customer testimonials in your marketing materials. Whether you have quotes from satisfied, everyday customers or from big-name clients depends on your business, but those statements can work wonders to help create, build and strengthen both interest and trust in your product and company.
Fine Tune Your Pitch
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Even the best marketing campaigns can fail if they are not properly supported with the right communications. |
Take a second (or tenth) look at the marketing messages for your new product. Are they concise as well as compelling? For messages with the most impact, keep copy clear, simple and focused. What you tell people about your product has lasting effects. Be sure to test your messaging to see if it’s working. Do people understand what your product does and why they need it? If not, it’s time to rethink your approach. Even the best marketing campaigns can fail if they are not properly supported with the right communications.
The wider you spread your message, the more likely you’ll be to see a response. Take calculated first steps to introduce your product to new and existing customers and you’ll be on your way to establishing a consistent seller.
