Product launches can be a huge failure or a huge success, but the outcome is often less about the intrinsic qualities of the product and more about the marketing campaign itself. Today, it’s all about the presentation, and how you use the tools at your disposal. Information travels online at the speed of light, and people expect engaging content in their social media feeds and inboxes. Successful product launches are about engagement and generating interest, and most importantly, whether the launch is in public, whether it’s an internal company launch or a VIP demo to customers. Here are some key tactics for leveraging today’s communications tools to effectively reach your target audience with a launch that gets results.
1/ How video can boost a product launch
One of the best ways to boost a product launch is through buzz. Spread the word that something is coming, whether it’s an internal company event or a big public announcement. Regardless of the type of launch, you need to generate excitement for the event. Using a platform like Cloud for All Town Halls via BlueJeans is the perfect way to announce your product to thousands of people who can join the broadcast. Using video conferencing, you can assign presenters, take questions from the audience, and a variety of other things that create a dynamic and interactive experience for everyone attending the product launch no matter where they are on the planet. The impact of video can’t be matched by text or still images.
2/ How to start a new product launch
Before you can launch the product itself, you need a new product to launch. The key to success here is to use video conferencing throughout the process as a way to track the entire development of a new product. To start, Business 2 Community suggests keeping a few key principles in mind during the brainstorming phase: express as many ideas as possible without criticism, prioritize the most original, and combine ideas. Letting creativity flow unhindered is one of the best ways to glean truly original ideas from a group, and this can be done most effectively by bringing everyone together on a video conference.
3/ Prepare for the launch of a new product
It can take a year or more to prepare for a new product or brand launch, and the launch itself requires a whole other set of planning steps. To transition from the manufacturing and finalization stages of the product to the marketing stage, you need to make sure your finished product is perfect and ready down to the last detail. This is all part of the product launch, and once all the details are ready and you’ve checked with everyone on your team, you need to think about how to elegantly present what you’re about to unveil. A good rule of thumb is to do a dry run to figure out the best angles and viewpoints to present the product. You may also want to create a presentation illustration to show before the physical object, or the development process.
The key thing to remember is that once you’re ready, you need to document everything that’s been done before for the audience. Storytelling as a marketing tool never goes out of style, so whether you’re presenting the genesis of the product idea, or choosing another pivotal moment, this type of context makes it even more exciting for the audience.
Product launch tracking
Once the launch is complete, don’t delete the video content from your archive and hope for success. In addition to distributing your new product through various channels, using the content produced for the launch as a tool to boost the product by sharing it on your social media accounts is a great way to increase viewer engagement. Video is a much more powerful tool for product launches than text, and consumers or customers who follow your business will have a better understanding of what you’re releasing if they see it for themselves. In conclusion, a strong presence is not enough for your product launch follow-up; you also need to repurpose the content that has already been produced.
A successful product launch is all about effectively conveying information to a specific audience. You can't go wrong with using the video as a platform to present your product, but you need to know exactly how to do it, what to cover, and what kind of pace to adopt. Video is a tool that can be used successfully as long as you know how to leverage it.
