product launch: from 0 to hero
TRANSCRIPT
Product LaunchFROM
TO
HERO
Tasos Veliadis – Partner/BU Director Socialab
Tasos Veliadis
of the most important aspects of a commercially successful product are its
launch process along with its
first days on the market
SOUNDS EASY, RIGHT?
Errm yeeah.. it isn’t...
However, there are always certain steps you can take in order to approach your goals efficiently.
Let’s start from the most
important of all.
It’s called promotion
strategy!
Promotional strategy
You have to plan your strategy ahead in order to
efficiently launch the product, whatever that might be.
You have to determine which mediums you are going to
use and how to combine those, in order to create a 360
scope of communication with its main direction focused
around discussion and increased product awareness.
Always try to bear in mind that the more people talk
about your product, the more it’s going to sell.
1Focus on people
FOCUS ON PEOPLE
The first thing that you have to think about, is if you
would buy this product yourself. The second thing you
should think about is why you would do so! How does
that product change your life? Which one of your needs
does it cover? The users might not be interested in whether
your product sells fast, but they might be interested
instead in how that product may satisfy one of their
needs. How it can indeed solve a problem…
FOCUS ON PEOPLE
and I’m not just talking about solving one of their
financial issues, since you could focus on other relevant
issues too. For example, how could this product make
their commute better? Find this characteristic and focus
on campaigns which will explain what this product offers
to the audience in a creative manner.
2 Talk to the experts
TALK TO THE EXPERTS
Try to round up people with the power to persuade
consumers before the launch and talk to them about the
product, show it to them, make them play and discover it
before it is even launched. Try to make them write about it
and create a feeling of anticipation amongst their
followers… let certain information slip… most people are
curious about a product that has not yet been officially
revealed. This way you can create a first buzz around
your product before it even circulates in the market.
3 launch τrough
an event
Launch through an event
Organise an event. Not one like the uptight corporate
dinner ones but one like the other ones. The intriguing
ones! Organise an engaging event during which you have
things to say to people. Differentiate yourself by creating
a buzzing presentation for your product and do things
that your competitors have not yet tried. Use creative
material and video freely and try to inspire people on
how to use it
Launch through an event
Your audience should not be limited to journalists. There’s
other people that might help too. Spot possible influencers
and people with a following that might be interested to
your product’s category in general and make them feel
unique. Find your top fans and invite them too. They will
certainly appreciate it and feel unique.
4 take preorders
Take preorders
A good metric to use as a means of finding out how
dynamic your product launch is going to be, is to take
pre-orders a certain time before the official launch. Create
anticipation among your audience by letting it preorder
your product, as well as motivate them to share that
move through social media. Let your audience work for
you by helping them to increase the buzz themselves,
before the predefined launch.
5 Create a story that
people would like to share.
Create a story that people would like to share
Since not all products are iPhone-ish enough to facilitate
showing off, there’s always another creative idea behind
each launch that you could use. As such, try to create a
shareworthy story, an idea that will inspire people to
talk about your product.
Create a story that people would like to share
I don’t know if you can always move people in a
sentimental sense, but you can still create campaigns that
will motivate people enough to notice and appreciate their
uniqueness. If you succeed in doing so, people may
consequently promote such campaigns themselves.
Welcome to Virality!
6 Use the appropriate
platforms
Use ths right platforms
Video content sells well and is also easily shareable.
However, in order to promote it efficiently, you have to
find the proper mediums to circulate it to, bearing in mind
that each video type and communication medium caters to
different purposes. As such, try to optimise and share
your message in a manner relevant to each audience and
medium.
Be different. Organise your launch the same way Steve Jobs presented each new iPhone.
How?
Own the stage and let people themselves do most of the talking about your
product!
t