Key Takeaways:
- Focus on what makes your product unique and different, the value it brings that its competitors don’t. Then find the best way to communicate it.
- Leverage video content. Showing the product in action and telling its story is the most effective way to capture attention and show your product’s value across channels.
- Create an Effective Landing Page: Develop a dedicated landing page with a bold headline, product video, and clear Call to Action (CTA) to drive conversions.
- Track Metrics and Adjust: After the launch, monitor metrics such as email open rates, video views, and landing page visits. Continuously tweak your strategy to optimize performance based on real-time data.
Each year, around 30,000 new products launch. Unfortunately, around 95% of them ultimately fail. So, as a business owner or product developer, you may be wondering, “What are the 5% doing that makes them successful?”
Most of it comes down to having a clear new product launch strategy. So how do you announce a new product launch in the most effective way?
Let’s walk through seven steps to launch a product confidently, two of which revolve around one of your most powerful tools, the video product launch.
1. Define Your Product Positioning
First, let’s talk positioning. This is how you define your product and how it meets the needs of your target audience. What kinds of problems does it solve, and how is it different than some of the other similar products that might already be out there?
Having positioning means having focus. Without focus, it’s easy to confuse your audience.
How to Apply Your Product Positioning
Before you start planning for your product launch, make sure you’ve clearly outlined all of the key benefits of your product and the pain points it’s meant to remedy. This will be the foundation of your new product launch strategy.
Once you have your list of key benefits, make sure they’re found everywhere in your marketing. I’m talking about your advertisements, website, and social media. Hand the list out to any staff and any partners who might be in a position to talk about it.
2. Build a Launch Timeline
Working backwards from a launch date gives you an anchor for your plan. From there, you can develop your marketing copy, create assets, and map out the milestones.
An idea of a reverse timeline might look like this:
- T-12 Weeks: Finalize your product positioning and goals
- T-10 Weeks: Map out your content strategy and list out your creative needs
- T-8 Weeks: Start the production of your video product launch and other assets
- T-6 Weeks: Build and optimize your product landing page
- T-4 Weeks: Launch outreach to press, partners, and influencers
- T-2 Weeks: Publish teaser content and schedule promos
- T-1 Week: QA everything, upload videos, and prep email and ad campaigns
3. Create a Promotional Video for the New Product
While reading about your product is all well and good, most people want to see it in action. That’s why having a video for your product launch is so important.
Your video should build excitement for your new product and speak to the needs of those watching it. People want to know what makes something worth their time, so don’t waste it. A promo video should be quick, punchy, and straight to the point.
Leverage Your Product Video
Once you have your new product video, you can run it as an advertisement, embed it on your website, post it on social media, include it in an email campaign, share it in a press release, or even set it up to play on an in-store monitor. Let your video do the heavy lifting as the most compelling way to educate your customers and spread your marketing message.
How to Introduce a Product in a Creative Way
Creativity is a great way to connect with your audience, and videos are a great medium to show it. A creative video might be one that’s funny, surprising, or extra relatable. Or it might be one that doubles down on the story of your business and why that particular product is coming to market. The best ideas for creative product videos are specific to your brand, and our team at 336 Productions can help you find them together.
Check out our promo video for Boscia, or our full portfolio of brand videos for inspiration.
4. Create a Video That Shows off the Product Being Used
A new product video is different from your promo video in that it shows the product doing its job. Unlike the promo, it doesn’t need to look like a sizzle reel. Rather, it should answer some of your potential customers’ most important questions, like:
- What does it look like?
- How does it work?
- What are the kinds of results people get after using it?
Why Product Videos Work
This kind of video educates your customers, demonstrates the value of your product, and builds trust that the product will probably work as advertised.
This video can be used in all the places mentioned above in point #3, but it’s most effective at the point of purchase. The ideal new product launch strategy would be to include your product video on an e-commerce product page if you sell it online, or your Amazon listing if you sell on Amazon.
5. Develop a Launch Landing Page
Once you’ve solidified your content and positioning, the next step is building a place to drive your traffic with a dedicated page on your website.
A strong landing page should include:
- A bold headline
- Your video for your product launch
- SEO-friendly copy that speaks to your customers’ needs
- Social proof or testimonials (if you have them)
- A clear Call to Action (CTA)
Remember, this is your conversion piece, so make sure it’s focused, fast-loading, and mobile-friendly.
6. Plan Your Email and Social Rollout
One email isn’t enough. You’ll want to draft up a series of emails that build anticipation for your announcement. Your email marketing campaign should be a healthy addition to your organic and paid social content.
There are many ways to go about your email sequence, though here’s a basic example of one you might follow:
- Teaser
- Product reveal (great place to use your video for your product launch)
- Launch day celebration email
- Testimonial email
- Limited-time offers
- Follow-up CTAs
How to Announce a New Product on Social Media
Social media platforms prioritize videos over other types of content. That means one of the best ways to attract views and impressions is to use snippets of your new product video throughout your social campaign.
7. Track Metrics and Make Adjustments
While it’s great to celebrate a successful product launch, it’s certainly not the time to stop working. Monitor how every element of your launch is performing, including your email open rates, video views, and landing page visits.
If the real-time data shows that people are watching the video for your project launch but not clicking through via your CTA, it probably shows that you have to make some adjustments, such as optimizing your CTA or where it’s placed.
Keep testing and tweaking until you perfect your new product launch strategy.
Take Advantage of Video for Your Product Launch
Need a new product video that drives clicks and results? Let our team at 336 Productions help. We’ll work with you from the initial conception to the final export. Get in touch with us today to learn more!
Recent Comments