Ok, you’ve worked hard to develop a good product, now its time to let your secret out. However, no matter how great your product is, it can’t speak for itself. So here’s 10 product launch strategies we’ve learned over the years of doing technology marketing and technology PR with companies such as Texas Instruments, IBM, Micron, Xerafy, Geoforce, and more.
1) Clearly define your target market and target buyer
Most clients try to fit their product into several different markets and end up diluting their marketing effectiveness. We recommend establishing a targeted B2C or B2B marketing strategy.
2) Interview your target buyer
Find out how your audience gathers information to purchase your type of product. You may just wind up making a sale and saving yourself $$ on unfruitful marketing tactics.
3) Talk about your target customer’s benefits – not product features
Sure you want to brag about your new product features. However, most companies fail to connect the dots on how the features translate to benefits for the buyer. Your marketing brochure needs to focus on the benefits for the customer versus product features.
4) Go beyond the brochure
Create web-based content that explains your product in relation to the application and benefits for your target customer. Consider hiring a high-tech writer who can clearly, professionally and engagingly describe the benefits of your product.
5) Explain how it works with video
If a picture speaks a thousand words, than a video is a million words. The best way to demonstrate your product is through videos. See our explanation videos for product launch strategies to help your customers learn about your product.
6) Add calls to action
Provide a path for customers to learn more about your product on all customer touches. Add links on email communications, website home page and product pages that offer samples, demos, free trials, etc. Don’t expect the customer to click on the “contact us” button.
7) Press Release
Product announcements make good news but customer testimonials create articles and leads. If possible, send early samples to prospects in exchange for press release quotes. Providing real value is the first step in getting good technology PR.
8) Expect to cannibalize existing sales.
Don’t expect a new product to just generate new sales leads. Most people interested in your sales launch are likely already in your sales funnel. Go ahead and use the product launch as a way to reconnect with old prospects and customers.
9) Create a detailed product launch plan
Details and timing are critical to a successful product launch, so its essential to have a good marketing partner that can plan out and focus on marketing tasks when the project manager is still busy handling the product release.
10) New product documentation and training
Lots of product launches focus on the announcements but fail to completely release the product. Make sure your new product has a data sheet, user guide, manual, and training resources. In many cases, poor customer support will have as much impact on new revenue as poor sales support.