On Tuesday, I talked about the idea of making a product launch into an event. In the comments, Valerie asked how to really maximize a new product launch, and I thought it was such a great question, it deserved a whole new post!
The success of a new product launch is really about the time you’ve spent before the launch building relationships and collecting fans. Here are some suggestions you can implement now to make your next product launch a success:
- Develop your 4 mailing lists – If you aren’t well on the way to developing your mailing lists, now is the time to start. Having an opt-in email list gives you a group of fans who want to know about new product launches. And having your press contacts organized ahead of time will cut down on work come launch day.
- Build buzz. Let people know that new products are coming soon. Little teasers on your blog, Facebook, Twitter, and in your email newsletter (even if the launch is still months out) can let people know they’ve got something to look forward to. (This can be as simple as posting “working on designs for the new collection today!”)
- Set a date. As you get closer to the big day, pick an actual date to launch your products – and share it. Not only does it give you the motivation for that last little push, but it really gives your fans a day to look forward to. (Keep in mind that this date shouldn’t be the day after you finish making the products – give yourself the time to take photos, write web copy, create press releases and all the other stuff that’s equally important to a successful launch.)
- Tie the launch to a show or event. It’s great to launch a collection online, but you can double your impact if you also coordinate the date with an upcoming trade show, retail show, studio tour, or other event.
- Give your collection a sticky name. Don’t just talk about “your new collection.” Give the new line a concrete, emotional name that people can get excited about.
- Reward your biggest fans. Think of ways to let your biggest fans be the first ones in on a launch. Maybe it’s a special mailing list where you send the very first pics of your new collection. If you’ve got a lot of local fans, consider having a special preview launch party at your studio or other venue where they can be the first to see (and shop) your new collection.
- Get the press release ready. I recently heard some fantastic advice to write a press release at the beginning as if the project was already done. Writing your press release early means you’ve got time to refine your pitch before launch day.
By putting in the time for relationship building before you’ve released the collection, you can have a bigger impact on launch day. Once the collection is live, make sure you:
- Email your mailing list.
- Write a spectacular blog post.
- Post links on Facebook and Twitter.
- Email the press (One at a time please, no bulk emails. And be sure to send a thank you if you get featured.)
Making your product launch into a big event takes time, and it’s certainly not something you’ll want to do every week. (In fact, it’s really hard to generate this kind of fanfare by introducing new products on a weekly, or even monthly basis.) But if you can work your schedule to do a major collection launch two or three times a year, you should see maximum impact. That is, if you’ve taken the time to build relationships and fans up front.
Great post (as always)
I have done a soft launch for my products online and are about to take them out to wholesale so I am in the midst of writing that Press release (which I am struggling to get right!) so this post has been a good reminder for me. Got to go back to those 4 mailing list and finalise them.
It’s all about the impact and making a product that sticks!
Thanks again
This article is timed perfectly for me! I have a product launch coming next month, and I will definitely use these tips! Thank you, thank you!
Megan, this is so great! I definitely have to work on the stickiness (“2010 spring collection” is not very sexy, is it?), and while I have a good email list, I’m definitely not using it to its best advantage. I absolutely love the idea of having a special pre-launch something-or-other for my biggest fans/best customers. Thanks for these tips!
Great info! I made sure to make a note of this for future launches, Thanks!
generallyPeople under 18 are not allowed to join dintag sites. If my underage child joined a , I would not be happy at all. If he were only a month or two away, he could wait a month or two instead of risking serious legal trouble. If he lived in my house, I’d want to know about it. I wouldn’t want random internet weirdos knowing where we lived. Once he’s 18 and out of the house, he can do what he wants in terms of finding casual sex online. I’d rather not hear about it, though.
I really enjoy your blog. You make these gut-wrenching steps of getting your product out into the world, not such a scary thing. Thanks!
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I’m getting ready for my first product launch in the next couple of months. How many of each item do you recommend having on hand for a pre-launch party and the launch itself?
jordan – i think it depends on what your goals are. if you have an idea of what kind of sales you’d like for the launch, i would aim for double that amount of product. if this seems like a lot to make, you could always make less, but take orders when you get down to your last of each item
Such an interesting conepct…having someone there to take photos so the “support” for the parents can focus on the birth itself. I can definitely appreciate your point about having a stranger in the room, but maybe if I was to go for something like this, I would make it a point to meet with the photographer in advance. That way we could develop rapport and feel more comfortable with each other.
Excellent article, excellent advise. I think these tips also relate quite a bit to building your brand and building hype about upcoming events too. The article actually made me think of Social Media Examiner and what they are doing to promote their upcoming online conference, it’s a good example of an organization that has really executed on some of the tips you described above. Thanks Megan! Looking forward to sharing this article with others.
Just found your blog, and this article is very educational, a great help. Thank you! As I have been making my creations the focus has been one at a time, and I have launched them one or two at a time. Now I got an idea for a product launch and I will definitely follow your advise. What an inspiration!
Merci beacoup!
Would love to see a response to Jorden’s question. Also wanted to know who we send press releases too. I’m sure this is such a newbe question, but its sincere. Will keep checking for a response.
I’m so happy to have stumbled upon your blog and will be keeping tabs on it regularly.
heather – you should send press releases to anyone on your press mailing list. if you’re not sure how to build your press mailing list, check out this post – 4 mailing lists you must have – https://www.designinganmba.com/2010/02/17/4-mailing-lists-you-must-have/