Launching a new product is all about first impressions. A successful launch creates awareness of a product or service and generates interest before it becomes available for purchase. In the past, brands often achieved this by hosting events where consumers could check out the new release and go on to create more hype around the product through word-of-mouth.
Since the pandemic began, in-person events have largely been on pause, so brands have had to get creative with product launches. Here, members of Forbes Agency Council share creative ways for brands to successfully launch a new product and get people talking about it when they lack the ability to host live events.
Forbes Agency Council members share creative ways to showcase a newly launched product or service.
Photos courtesy of the individual members.
1. Create A Series Of Short Videos
Consider using a series of short videos to build excitement for the launch and showcase the product or service that is launching. Creating a series of short videos that includes teaser videos and the benefits of the product or service can create hype around the launch and showcase the experience of using the product/service for the consumer. – Madison Gorn, Maddie Girl Marketing
2. Leverage Paid Social Media Advertising
One creative way for a company to showcase a product or service they are launching is to incorporate creative paid social media advertising into their overall marketing strategy. This will help a company’s branded content reach ideal clients quickly and effectively, and the data collected can be leveraged for more sales and profits in the future. – Jonathan Durante, Expandify Marketing Inc
3. Utilize Rich Media Ads
Rich media ads can bring your new offering to life, especially on social platforms. Although often overlooked, the options are limitless with carousels, data-triggering, in-banner videos and calls to action in this interactive format. Rich media often requires fewer creative resources to make an impact than other ads and pairs well with lower-funnel tactics that reengage and drive action. – Donna Robinson, Collective Measures
MORE FOR YOU
4. Tell A Story
First, identify the felt needs of the target audience. Then, acquire customer stories that express satisfaction in how the product or service met their needs. With these elements, you can craft a variety of stories to help generate the emotional connection necessary to drive action from the prospect. People buy based on emotion, so make sure your story identifies their pain and how you solve it. – Jason Wilson, Strategy, LLC
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5. Make Your Warmest Audience Part Of The Release
When launching a new product, you want to highlight its features to your warmest audience. This includes past or current customers, along with people who have visited your website or engaged with your brand recently. Companies such as Apple do this through events where they invite the press and livestream the activities to customers at the same time, allowing them to be a part of the release. – Brian Meert, AdvertiseMint
6. Send The Right Messages Through The Right Channels
I always suggest that brands look at all of the marketing and communication channels they have available to them, then create a fully integrated marketing campaign. Identifying the target audience for the new product and the problem that it solves should be the main part of this process. Then, match the correct message to the corresponding channel. Make it feel niche and special. – Christopher Tompkins, The Go! Agency
7. Showcase Products With Augmented Reality Experiences
Augmented reality experiences are a simple, affordable way to showcase products and engage potential customers. Experiences are built using a smartphone and a QR code, making it possible to get 3D renderings into the hands of target audiences via email, the postal service or even in-store campaigns. What’s more, the format encourages product showcases that are artistic, creative and interactive. – Chris Martin, FlexMR
8. Create Micro-Experiences Featuring Snackable Content
Micro-experiences showcase key features of a product or service that can be easily digested through snackable bites of content. Taking a guided selling approach that anticipates the next step of the consumer journey allows for deviations based on preference. – Albert Moufarrij, MACH9
9. Create A Dedicated Webpage For Visual Storytelling
Visual storytelling in the form of images or videos is a highly effective way to launch a product, especially alongside vivid product descriptions. Create a webpage dedicated to a specific product or service so you can go in-depth on its best features. – Hannah Trivette, NUVEW Web Solutions
10. Display Excitement And Instill Passion In Your Campaign
Launching a new product or service is exciting. Put that excitement on display. If you’re a fun brand, plan a scavenger hunt packed with clues leading up to the launch. If you’re a design company, host a virtual reality tour so your customers can fully immerse themselves in your new service and take it for a test drive. Instill passion in your campaign that your customers can feel from the jump. – Evan Nison, NisonCo
11. Promote Your Launch With An Influencer Campaign
Make sure your agreement with an influencer states that you can repurpose the content on your channels. We took this approach for a client, and the impact was so incredible that the product almost sold out (temporarily). This obviously takes some good timing, but influencers can be invaluable—as long as they are aligned with your target audience. – Bernard May, National Positions
Go to Source
Author: Expert Panel®, Forbes Councils Member
