Do you want to make sure your product launch is successful? Follow this 25-point checklist!
Every product launch includes three stages:
I. Pre-launch stage;
II. Launch stage;
III. Post-launch stage.
Let’s go over every stage and learn what they include and what goal they should accomplish.
I. Pre-launch stage – BUILD ANTICIPATION & EXCITEMENT and AN EMAIL LIST
For a successful launch of your product, you need to prepare for the pre-launch stage.
The pre-launch stage begins at least 3 months before the launch date and its sole purpose is to build anticipation and excitement for your product.
Depending on the product, the pre-launch stage could last longer than 3 months or less.
No matter how long it takes, you have two objectives: build awareness and build an email list, because you need to bring the ball into your field.
Likes and comments on social media are great, but having an email address is better because you have a direct communication line with a lead. You have the opportunity to turn the lead into a paying customer.
What steps should you take to make the most of the pre-launch stage?
Here are some ideas.
1.Start marketing for your product. Set up a website or landing page for your product. Write who your customers are, what are the features and benefits of your product and what problems does it solve for your customers.
2. Every piece of content you publish should have one call-to-action: subscribe to our newsletter. Optimize your call-to-action to give prospects a solid reason to subscribe. Remember to make it about them, not about your brand or your product. Put yourself in your customers’ shoes and answer the question: what’s in it for me?
3. Create lead-generating campaigns.
4. Set up social media accounts where you know your customers hang out.
5. Design a social media presence to share your journey with your followers. Find your tribe and build a community for your people.
6. Build a co-creation platform where you invite your followers to offer input and if valid, incorporate your followers’ feedback in your product design.
7. Run contests and invite the winners to see how your product is made, network with your team and ask questions.
8. Assemble a media mailing list composed of journalists in your niche, influencers and experts. Follow the example of Apple’s Chief Evangelist Guy Kawasaki who built the EvangeList, a list of tech journalists at the biggest media outlets. From 1996 to 1999, he emailed the journalists on EvangeList the latest news on Apple’s products with the goal to counteract every negative story on the brand. The EvangeList was a genius PR move. Apple has one of the most engaged fan communities in the world and the EvangeList was the starting point.
9. Write guest posts in magazines that your customers are reading. It’s an opportunity to increase brand awareness to an audience that would be otherwise expensive to reach.
10. Write blog posts to keep your prospects updated with your team’s progress. Share your team’s challenges and successes. Don’t be afraid to share your team’s setbacks too. Your followers will support and encourage you to overcome the not-so-glamorous moments.
11. Set the launch date and create teasing campaigns.
12. Prepare all content for launch day: social media, newsletter, PR, OOH.
13. To increase sales of your product, prepare incentives for early adopters and find ways to turn them into ambassadors and bring in other users
14. Go on podcasts in your niche and talk about your product.
15. Set financial and marketing goals: how much revenue are you expecting the launch to bring in, how many early adopters are you expecting to attract.
16. Make preparations to host an event product launch: choose the venue, catering supplier, decide who should attend the event (journalists, influencers, experts, email subscribers, other stakeholders).
II. Launch stage – BUILD FOMO
The pre-launch product stage is over and the launch date has arrived.
Here’s what you need to do in the product launch stage:
17. Publish every piece of content that you have prepared for this stage: posts on your brand’s social media pages and groups, announcements on your company’s official blog, Medium and other media platforms, send the press release to the journalists, influencers and experts on your mailing list.
18. Host the product launch event. Go live on the platforms where your tribe is (LinkedIn Live, Clubhouse, Facebook Live etc).
19. Have a customer service team to answer user questions.
20. Offer product launch discounts and other benefits.
III. Post-launch stage – KEEP YOUR SALES STRONG
You’ve launched your product, but the work is not over yet. Now your strategy should include steps to keep your sales up and running.
Here’s what you could do to keep your sales strong:
21. Offer social proof, highlight product reviews on social media and your website.
22. Listen to every feedback you receive from customers and forward it to your product development team.
23. Publish how-to videos showcasing your product and its benefits.
24. Run ads on Google and social media to boost product awareness.
25. Promote your product with influencer marketing.
Did I leave out other important tasks?
Write them in the comments!
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