Buzz-Worthy Launch Strategies To Get Everyone Talking About Your Product
Launching a product is, these days, almost as important as building it. The amount of buzz you can create before and during the initial sales, the more likely you are to turn a profit and generate success.
Companies like Apple know how to do this to the maximum. In fact, creating hype around their new iPhones and tablets is all part of the genius. The brand deliberately teases information about its upcoming handsets, creating enough excitement to get people to stand outside stores in the middle of busy cities all night. It's a miracle that it works, but it does.
But, of course, that's Apple. How does your business do the same? You're about to find out.
Focus On The People, Not The Product
When it comes to product launches, what matters most is the people themselves. Big companies don't extol the virtues of their products' technical specifications. Steve Jobs never mentioned the iPhone's processing power. Instead, he talked about the things that the phone allowed people to enjoy and the problems it solved.
All you need to do is the same. Just copy his approach. After all, it worked. Discuss how your new product will make people feel. Talk about the difference that it will make to their experience. Discuss how it will enhance their lives if they buy it.
Try To Do Something Revolutionary
Many brands are afraid to change the world. Because of this, they stagnate; they never quite reach their potential. They tinker in an evolutionary way with what's already out there instead of doing something completely different.
Don't be afraid to be revolutionary when launching a product, according to https://www.forbes.com. If your idea falls into an entirely new category, let users know. Make it clear that you're doing something totally different from what's come before. Remember, what matters to users is the experience, not the underlying technology.
Get The Pre-Orders Rolling In
Pre-orders are a great way to build excitement. For consumers, they don't make any economic sense at all. But, for some reason, they work. People are willing to pay upfront today for the right to take ownership of a product that will launch in the future.
What's more, pre-orders tend to be infectious. When one person orders a product, it encourages others. In fact, companies will often use the number of preorders as a marketing ploy to encourage even more people to jump on the bandwagon.
Use Events To Launch Your Products
Don't be afraid to leverage the power of events to launch your products. According to eventdisplay.com.au these are among the most effective ways to announce the launch of your product.
What's more, when it comes to launch events, you don't have to reinvent the wheel. There are dozens of examples of companies doing this effectively over the last twenty years. Just follow their template and share in their success.
Steve Jobs is famous for planning every sentence and gesture used during his events. He often spent weeks practising his presentations to audiences, trying to get his intonation just right.
If you want, you can do the same. The larger your audience, the bigger the impact will be.
Build Products That Customers Want To Show Their Friends
Going back to Apple again, we see that the brand was exceptionally good at creating products that people wanted to show off to their friends. The company somehow knew that if it could tap into this aspect, they could sell more units.
That, of course, is precisely what happened. Whenever anyone got a new Apple product – at least in the early days – their first instinct was to show it off. They were often proud of what they had bought, simply because it was so desirable.
This process then encouraged other people to part with their cash. They saw that they could have the same experience if they handed over their money.
The lesson is clear: don't just build products for your target audience, build them for their friends as well. This way, you can amplify your reach even more and stir up demand.
Keep People In Suspense
Video game companies are adept at teasing their audiences about products on the horizon. Take Blizzard, for instance. The first started creating a fuss about its upcoming title Diablo IV all the way back in 2019. Since then, the software development company has released multiple trailers, gameplay videos and features to keep its audience hooked. It's even taken to re-releasing older versions of the game with slightly different skins and stories to keep the franchise alive.
Amazingly, Diablo IV probably won't release until 2023 at the earliest. That means that Blizzard has been keeping people in suspense for nearly four years.
Of course, keeping up the suspense offers both benefits and risks. The benefit is that it gets people more excited about the product. They always want what they can't have.
The risk, though, is that it will drive expectations too high. People may believe that your product offers more than it actually does, a pattern we've seen play out multiple times throughout history.
To draw out suspense as much as you can, try releasing as few details about the new product as possible. Let the community create its own buzz.
Before Apple released the iPad, the brand said virtually nothing about it. This was deliberate. It could have released specifications and all the details, but it didn't.
The community, though, sprang into action. People created 3D mockups of what they thought the device would look like, and all this activity actually created more of a buzz around the product. Those who weren't particularly excited by tablet computers suddenly showed an interest and began to imagine how they might use them. This, in turn, led to higher demand once the product finally released.
You don't need to be as big as Apple, of course, to build buzz around your product launches. However, if you're bringing something innovative to the market, you should do whatever you can to make yourself stand out. The trick here is to get people excited and talk among themselves.