A product launch can be incredibly exciting for business owners. It is a way to help you share something fun and unique with your audience. Whether you are launching your first product or launching a brand new line following a successful line of existing products, you want to make sure that you do it right.

Knowing how to launch a product in a way that builds excitement for your audience is crucial if you want to find success when the launch finally goes live. In this article, we will explore how to get started on your new launch to yield the best results.

1. Make a Plan

Before you even consider launching something new, you should have a plan to get started. A clear plan will help to ensure that your product launch is successful instead of a total flop. Even the biggest brands that know their sales are guaranteed put a lot of time, planning, and effort into their product launches to ensure that they receive a good return on investment—and you should too!

Your plan should cover all of the important components of a product launch. It should clearly define how your product will be launched and what it will mean for your customers. In your plan, you will want to consider advertising, promotions, where the items will be sold, what deals are available, and more. Anything pertaining to the launch should be clearly defined before it ever goes live so you can trust that the launch will run smoothly.

2. Figure Out Your Audience

As a brand owner, you should have a fairly good gauge on who your audience is—but it can be dangerous to treat your audience like one single entity. Even the most specific products are often used in unexpected ways. Knowing the different individuals in your audience can play a huge role when it comes to a successful launch.
Since there are likely different kinds of buyer personas that would apply to your launch, you want to know what they are. Being able to cater to different interested groups can bring so much to a launch and help it to really succeed. In general, the more people who are interested in your product launch, the better your launch will be.
Using targeted approaches to appeal to your audience—and the different groups within it—can empower your brand to lead with a launch that is focused on the individual. When this happens, you will naturally find that more people are interested.
Having a singular launch that doesn’t target your audience effectively can often lead to a lackluster product launch. Your audience wants to feel heard, which means you need to know how to speak to them. By offering your audience marketing materials that speak specifically to them, you will entice them to come check out your new product.

3. Get Your Team Onboard

New product launches can be a wonderful opportunity for brands to enjoy a special moment in a brand’s history. Every new launch has the potential to be a written part of your brand’s history if it gets big enough, so you want to make it work. To be successful with this, you will need the support of your team.

In the majority of cases, your team will be the individuals who are navigating the launch—and that means that they need to be informed. Offering training prior to a launch can help to ensure that your team is prepared for any snags that might come up when the launch goes live.
To prepare your team effectively, you will want to focus on education. Make sure that your team can answer all the expected questions that will come with the launch. When employees don’t have the answers, it can be frustrating for customers. Offer your employees easy access to information regarding the product, but also regarding how to use it as well.

4. Promote, Promote, Promote

Promotion is without a doubt the most important part of any product launch. If you don’t promote your product well, you can safely assume that you won’t have a successful launch. Without good promotion, a product launch will pass on silently—and this can be devastating for a company.
Promoting your product launch should be your biggest focus, and it should cover the majority of your plan. You will want to promote in a long list of different spaces including websites, social media, and other common advertising grounds that your target audience will see. Don’t hesitate to work with influencers or pay to have your product promoted on a podcast. Find out where your audience finds their products and advertise in those spaces.
Social media presents a great opportunity for nonstop advertisement. Many big brands even have entire social media campaigns that are designed to highlight product launches. You can start by offering up exciting teasers or announcements, then slowly introduce more about the big launch as time passes. When done effectively, this can help your customers to feel like they are a part of the launch, and that is exactly what you want.

When you promote your launch, you want to focus specifically on highlighting the product and building excitement around it. Present it in different ways. Offer up images or demonstrations. Write blog posts sharing how important the product is and what it can offer. Your audience will be excited to learn more, and they will be more interested in the launch when it goes live. A little promotion can help you to sell out of a new product on day one.

The Takeaway

There are few things more exciting for a brand than a big product launch, and that is why you want it to be successful. When you put in all that time and effort, you will find that your launch lands in a big way. By appealing to your customers and building excitement around your launch, you can find success when sharing your new product. Just make sure that you have enough to offer your customers when the day arrives!

Drew Thomas

Drew Thomas is a graduate of Georgia College & State University, where he earned his Bachelor's Degree in English Literature. He is an expert in brand marketing and has experience in freelance writing on topics ranging from sports to music reviews. He has also spent time as an editor, having revised website copy and press releases for local businesses. In his free time, Drew enjoys performing music, reading, hiking, and spending time with friends.