When it comes to product launch success stories, Apple comes first in our minds as it is famous for its most successful product launch practices.
But what makes it extraordinary from other phone brands? Ofcourse, its iOS offerings, phone feel, camera quality, and other features. And another most important product launch technique it used is branding as a “luxurious phone category”.
It went further than other phone and OS brands, and provided people with a unique experience and feel when customers use iPhones or iOS products.
And let’s not forget their famous and unique product message “Think Different”, which turned out to be the driver of people’s minds towards the brand as a premium product choice.
All of these outcomes are possible only through the jobs-to-be-done concept, which emphasises product development and product launch focused on customer’s jobs or needs rather than company’s needs.
And with time, many brands have adopted the JTBD lens to look into their niche market, bringing innovation in their product launch techniques.
In this article, we shall learn some new product launch techniques which will be impactful to adopt in 2023.
New Age Product Launch Techniques for Product Marketing
Here are a few new age techniques that businesses can use to launch new products and improve their product marketing efforts:
Pre-launch campaigns
You can build excitement and anticipation for your new product by creating a pre-launch campaign. This can include sharing sneak peeks of your product, offering early bird discounts, or creating a waitlist for customers to be the first to try your product.
Personalised experiences
You can provide personalised experiences by using data, AI, and machine learning to understand the needs, preferences and interests of your customers. This can help to improve your product messaging and targeting, as well as create a more personal and enjoyable experience.
Interactive product demonstrations
Engage with potential customers by providing interactive product demonstrations. This can include virtual or augmented reality demonstrations that allow customers to explore and interact with your product in a realistic way. For example, providing free samples at launch events to influencers or stakeholders.
User-generated content
Also you can encourage customers to share their own experiences and photos of your new product on their social media accounts. This can create social proof and help to build trust and credibility among potential customers. For example, Nike provides its influencers with free goodies and offers which encourages people to upload UGC, which saves a lot of money from these brands on paid marketing campaigns.
Influencer partnerships
Also, you can partner with relevant influencers, social media personalities or thought leaders in your industry, to promote and market your product to their followers, audience and potential customers. For example, making micro influencers your brand ambassadors for generating traffic from local customers of that region.
Product video or podcast
Another hack of great product launch marketing is to create a video or podcast that showcases your new product and its features. This can be an effective way to create excitement and interest among potential customers, and can help to generate buzz around your product launch. For example, publishing product reviews and stories on podcasts.
Community building
Building a community of early adopters and product enthusiasts by creating a private group, hosting webinars or Q&A sessions, and providing exclusive perks or offers to members, is a good product launch hack. This can create a sense of belonging and loyalty to the brand and product.
Product subscriptions
You can also offer a subscription service for your new product to stakeholders and new customers. This can help to create a recurring revenue stream and establish customer loyalty. For example, a service-based subscription or product-based subscription to customers can improve turnaround time.
Gamification
Use game mechanics like points, badges, and rewards to increase customer engagement, interest, and retention. It can be used in pre-launch, during the launch and post-launch period.
Product explainer videos
Also, you can create short animated videos to explain your product and its features, it can be an effective way to explain complex concepts and ideas, and can help to create a memorable brand experience. For example, starting a Youtube channel for product support videos, FAQs, explainers, demonstrations, etc.
Interactive landing pages
Create interactive landing pages that allow potential customers to explore and interact with your new product. This can include interactive product demos, quizzes, or other interactive elements.
Product launch events
Host a launch event to showcase your new product and build excitement around it. This can be an effective way to engage with potential customers and create a sense of community around your product launch.
Product Giveaways
Host a product giveaway to build buzz around your new product launch and generate interest among potential customers.
Conclusion
These are just a few examples of the many new age techniques that businesses can use to launch new products and improve their product marketing efforts.
As with any strategy, it's important to understand your target audience, track results, and adapt your approach as needed. You can develop the best product marketing strategy using these product launch techniques easily and effectively.
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