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<\/p>\nA product launch is an event \u2026 like an art exhibit or big \u201copen house\u201d that makes a statement: \u201cHello world, here I am. Come visit and learn what I\u2019m all about.\u201d A launch is an opportunity to \u201cwow\u201d your audience.<\/p>\n
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For your audience, it\u2019s a process of discovery. Does this product do something that pleases me, solve a problem, perform better than a similar product I already have? The debut of your product into the market is the time at which you open your doors to see how well you meet your customers\u2019 likes and expectations.<\/p>\n
Because a digital product isn\u2019t a physical product \u2013 it doesn\u2019t take up space in the physical world at least \u2013 what should the introduction of your product look like, how do you plan one, how do you reach people, and how do you make all your hard work pay off?<\/p>\n
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A product launch is a time to test your goals and measure your success at achieving them. Do you have a number in mind for the sales you want to generate over a certain period of time? Are you more concerned with finding out about who your buyers are and their purchasing habits? What sort of habits do your buyers have? Where do they live? How will they relate to your product?<\/p>\n
Make sure you have the tools and procedures in place to capture everything you chose to measure. If your objective is to get 10,000 downloads in the first 30 days after the launch event, will you have the mechanisms in place to capture the download count?\u00a0Can you easily pull data on where they come from geographically? Are you prepared to capture their feedback?<\/p>\n
The timing of a product\u2019s introduction into the marketplace is an important marketing strategy. Identify the times of the year and the locations that are going to maximize exposure and leverage:<\/p>\n
A product launch involves a lot of planning, tasks, pre-announcements, post-announcements, and follow-ups. Make sure your customers can access the product, understand how to use it, and are happy with their purchase. There\u2019s not always an order to this, but you do want to make sure you perform them when they seem logically appropriate. You want to be on top of the ones that are time sensitive and take advantage of the ones that are flexible. And you don\u2019t want to overlook the important ones. Use a checklist.<\/p>\n
Define and execute as many activities as possible to build excitement and create demand for your product before it\u2019s available to buyers. This can be done with large or small budgets and for any size company. Start by selecting and informing partners. Include them early so they can educate their customers. Sales executives can be your biggest evangelists. Use LinkedIn connections and all other contacts and networking groups to reach them.<\/p>\n
Send a press release to bloggers and journalists ahead of time to give them a sneak peek (like a pre-screening of a new movie to a select audience). Make sure they know they\u2019ve been selected for this privileged viewing. This goes way beyond courtesy. It has the potential to drive traffic to your selling sites like a cowboy driving cattle to pasture.<\/p>\n
Industry analysts can also generate buzz. You can reach them on business networks like LinkedIn, your trade networks and in social media groups on Facebook, Twitter and Google+. Brief them, get their feedback and keep them up-to-date on developments.<\/p>\n
Sometimes teasing or creating an aura of secrecy before a launch can generate curiosity and excitement. Give a select few the lowdown. It can help feed a frenzy, get buyers excited, and build urgency and anticipation among potential customers. Publish the launch date in advance and tell your audience something big is coming.<\/p>\n
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