Contents
What is a launch?
A launch (from the English "launch") is a key stage of a marketing campaign during which a new product enters the market. At this stage, marketers strive to identify the target audience and convey to potential buyers the reasons why they should anticipate the start of sales. A successful launch can dramatically change the perception of a product in the market and significantly impact its sales.
Why is a launch needed?
In today's world, around 30,000 new products are introduced each year, but only 5% of them find their buyers. This statistic explains why a launch is an important part of a marketing strategy. For example, if a craftsman produces high-quality soft toys but does not inform potential customers about them, they simply won't know about his product's existence. A launch helps to identify the target audience and attract attention to the product.
The main tasks of launch marketing include:
- Informing potential buyers about the release of a new product;
- Creating a loyal attitude towards the new product among potential consumers;
- Increasing brand awareness;
- Convincing the audience of the product's usefulness and the necessity of its purchase.
Types of launch strategies
There are three main categories of launch strategies:
1. Pre-launch
This classic strategy involves preparing the audience for the product's release. It is important to understand who the target audience is and to engage them through an advertising campaign. The goal is to spark interest and create a desire to await the launch.
For example, the company Amaiz, operating in the field of banking services for businesses, created anticipation around its product in advance by releasing teasers and publishing useful content in blogs and social media.
2. Re-launch
A re-launch of the brand that takes into account the mistakes of the first launch. This strategy is used to refresh the marketing positioning of products that are already on the market but do not attract consumer interest. An example is the Old Spice brand, which changed its strategy and re-launched its advertising to attract a new audience.
3. Soft-launch
Within this strategy, the product is launched for a limited number of consumers, allowing marketers to explore audience reactions and adapt their strategies. For instance, the brand Athleta announces new products only to users of its app.
Stages of product launch
The product launch is divided into three main stages:
1. Before sales start
At this stage, marketers prepare the audience by studying its needs and building interest in the new product. This may include elements of Pre-launch and Soft-launch, such as announcements and promotional materials about the product.
2. During the product launch
When the product is ready for sale, marketers must inform the already prepared audience about the start of sales. Various channels are used, including contextual advertising and email newsletters.
3. After the launch
At this stage, the focus shifts to maintaining interest and engaging with actual buyers. It is important to share new details about the product and gather feedback, which will allow for improvements and offering promotions to customers.
Launch tools
At each stage of the product launch, various marketing tools are applied. Here are some of the most popular:
- Creating a landing page: A beautiful and informative product website helps attract potential customers.
- Influencer marketing: Advertising through popular bloggers and opinion leaders can significantly increase audience reach.
- Email marketing: Allows for maintaining contact with potential customers and informing them about new products.
- Working with media: Media coverage of launches helps create "buzz" around the product.
- Special offers: Discounts and promotions motivate customers to make purchases.
- Targeted advertising: Allows for accurately targeting the right audience.
- Contextual advertising: Effective for promoting already known products.