You’ve survived your latest product launch. The time, sweat, and tears invested in the product development phase finally pay off when you see customers excited about your addition. Now, you just wait for the sales to roll in, right? You might assume the hard work is over, but the post-launch period is crucial in making you product a success. Develop a post-launch strategy to keep excitement and sales high.
Launch Event Follow-Up
The days following your launch event include a lot of clean-up, number crunching, and sighs of relief. Don’t miss the opportunity to squeeze out a little more promotion potential from the event. Thanking attendees on your social media channels shows your gratitude and may encourage those who don’t buy immediately to make a purchase later. Photos and video clips from the event give people who couldn’t make it a glimpse at the excitement.
If your launch plans include special promotional pricing for a limited time, broadcast that deal after the event. Customers want to know how long they can get the deal and why they should jump on the opportunity. Regular reminders as the deal window narrows can encourage some last-minute sales before rates go up to normal.
Email marketing lets you speak directly to your potential customers with customized content. Email marketing services let you set up specific funnels or groups of people based on their experience. You can send thank-you emails with additional educational material to people who purchase your product. For those on the fence, you can send messages that help eliminate barriers to purchasing. You might include customer testimonials from people who already own the new product. Appealing to emotions by recognizing the problem your product solves can also get potential customers on board.
In-Depth Promotional Materials
Pre-launch and launch activities keep you busy. Now that you’ve survived, you can focus on developing in-depth content that gives more information about your product. A video series on using the item is useful for complex items. Blog posts highlight the benefits of the product and give visitors a better look at what you create. If you want an interactive approach, consider a webinar or series of live streams where viewer can ask questions. Providing in-depth information can help alleviate some concerns that may be holding customers back from purchasing.
A launch party kicks off your new goods, but it’s a one-time event. Plan additional live events and activities that customers can attend to see the product in action. In-store demos work well and don’t take a lot of prep. For some products, a class or workshop is an effective promotional tool. Host a class on making a custom wood sign to promote your new line of craft paints. Teach a class on handling basic car maintenance to show consumers how to use your new line of automotive tools. These free classes give consumers a real-life trial run of the product to see if it works for them.
Ride the momentum you start with your product launch to close sales and boost profits. Ongoing promotion and support gives your customers confidence to make purchases and builds loyalty to your brand.