Many incredibly revolutionary products do not gain market traction because their attention to marketing wasn’t enough. It is important to build strong and memorable hype, else nobody will know you’ve launched anything.
Contrary to popular belief that it is now easier to reach customers, the bottomless noise in Social Media actually makes it harder to hear you out.
Product launches are incredibly complicated business, and require many intricate parts to run alongside each other like clockwork. We highly advise hiring an external marketing team specialised for these kinds of work. But it also helps to know the key tips to doing it, so you’re always kept in the loop of the process.
While some of the tips I am about to share could be obvious, we often overlook them during product launches. Just for good measure, here they are:
Focus on the People, not the Product
When our marketing team is too engrossed in the development process, we get lost in the functions and technology. We forget that customers never buy into the technical aspect of a product. Instead, they are sold on how these products improve their lives.
Although Samsung makes equally superior mobile devices, their marketing message of selling functions and features do not connect with buyers. Apple on the other hand, always come from the angle where its products help users be better at what they do.
Identify the value that led you to create this product, and connect it with your audience on a personal level.
Humans are built with an inherent curiosity for things. Like a good mystery novel, the veil covering a subject from complete visibility make viewers want to know more about it.
Similarly, teasers help generate buzz while leaving people wanting more. Phone makers occasionally let news about their upcoming devices leak to journalists, which actually works for them.
A good marketing effort starts months before the product’s introduction. Teasers can be planned in stages, where people gradually get more reveal that leaves them wanting.
The tricky bit is in the planning. Release too much too early, and you lose interest. Let too little out for too long, people may not bite into your teaser at all.
Coldplay pulled an incredibly successful teaser campaign by merging Twitter and offline. They created a scavenger hunt in libraries across nine countries by placing hidden lyrics among ghost story books.
By encouraging participants to Tweet their reveals, the campaign quickly became viral. At the end of this fun teaser was a golden ticket to watch them live in London.
Balance Branded and Generic Hashtags
Hashtags are incredible branding tools that, if done well, can go viral. Although fun to exercise creativity with them, it’s important to remember that hashtags are primarily used as search keywords.
Filling posts up with only branded hashtags is like creating a new language nobody knows how to speak. By not relating them to general words, people will not know to find your hashtags from the start.
There also needs to be some homework done when generating branded hashtags. Because they do not have spaces, capital letters and apostrophes, it is easily misread. Be sure to get someone else to vet your branded hashtags against Urban Dictionary or other trending hashtags at the time.
Some classic fails with branded hashtags were #RIMjobs by Blackberry’s parent company RIM, and #CLitFest by Chester Literary Festival, which were taken completely out of context.
Create a lot of Content
Social Media content have a very short lifespan. The best way for people to remember your brand in the midst of all the noise is to post regularly.
Start blogging, and creating videos and images. Put a little money into every post to give it more Reach.
Some good ideas include existing difficulties experienced by your audience, or revealing the problem and imagining a future where it can be solved with the product. Depending on the type of product you are launching, you can either get down and dirty with details or keep them emotional and simple.
Because each Social Media platform and their users behave a little differently, it is advisable to always repurpose your content to fit. For example, Facebook works well with links and Call-to-Actions, something Instagram still struggles with. And while YouTube is good for entertainment videos, Linkedin users prefer more serious content.
When done right, Influencer Marketing can work wonders for your brand activation campaign. They hold incredible sway towards their followers in ways brands find very difficult on their own.
Carefully select a group of influencers who will help you tease out the product ahead of your launch. Align the message with your marketing direction, and time it well so hype is peaked just before the launch.
They can help spread awareness about your product and event, run contests and giveaways, and more. Collaborate with them to giveaway limited tickets to the launch.
Although the infamous Fyre Festival was a case study fraud, we could learn from some success came out of employing Influencers.
Turning Product Launch into an Event
If budget allows, turning a product launch into a full on event is an effective final push. This is where Influencers play a big role in generating buzz. You could allocate them limited special entry passes, so they can turn them into contests.
Media can also help generate press coverage post-launching day after in the form of news coverage. This helps keep the momentum of your launch campaign going, further giving it exposure.
Timing Is Key
Creating a buzz for new products require the balancing of many delicate parts. For it to have a high chance, all the elements need to be working together like a well-oiled machine.
Overcompensate it and the audience will find your content
annoying. Under deliver, and you will have low Ad Recall (people don’t remember
your ads). If that happens, the
effectiveness of your campaign will be buffered.
 “How to use social media to build a teaser campaign – Econsultancy.” 30 Apr. 2015, https://econsultancy.com/how-to-use-social-media-to-build-a-teaser-campaign/. Accessed 29 Jul. 2019.
 “The 10 Worst Hashtag Fails on Twitter of All Times – Miappi.” 22 Jun. 2016, https://miappi.com/10-worst-twitter-hashtag-fails-time/. Accessed 29 Jul. 2019.
 “How to Boost Your Product Launch with Influencer Marketing – Pixlee.” https://www.pixlee.com/blog/how-to-boost-your-product-launch-with-influencer-marketing/. Accessed 29 Jul. 2019.
 “The Power of Influencer Marketing: Fyre Festival Case Study – Meltwater.” 17 Apr. 2019, https://www.meltwater.com/au/blog/the-power-of-influencer-marketing-fyre-festival-case-study/. Accessed 30 Jul. 2019.