Feature Article 8th March 2010 - 3 Steps to Product Launch Worldwide Buzz Bootstrap Budget
Product Launch Marketing, Product Launch Strategies, Product Launch Plan,
Planning a product launch can be a like looking into an abyss, You've probably got a few product launch ideas, product launching experts that masquerade as your colleagues by day throw advice at you like confetti, and everything you consider seems like it would cost a fortune with no certainty
as to what the product launch results would be. The truth is, ever product launch is different as every product and product buyer is different.
Step 1 Product Launch Plan - Who's going to actually buy it first?
a) Write down exactly who you think will be the first 1000 buyers of the product and make sure they are also the people you think will be your first 1000 product fans.
b) Indentify blogs, events, clubs, facebook or linkedin influencers, other product sites, or forums where these 1000 Fans hang out or visit for information or business. What you are looking for here is an answer to "what do my 1000 fans ALREADY pay attention to that I could become a part of?"
c) Think of a way to capture their attention with Reciprocity - reciprocity is the principal whereby people who are given a gift often feel obliged to return a gift in turn. Your gift might be a:
- Special Report that compliments their professional or beliefs or relates to their interests
- A series of weekly email "how to" guides related to a forthcoming product launch
- An online tool related indirectly to the product launch that helps them learn how to do some better, faster, cheaper
- Ebook, videos, articles, interviews, referrals to reliable sites or tools will all help you build the trust of the audience you are targeting and allows you to get their permission to contact them against with similar things......such as your related product launch
Step 2 CornerStone - Content Targeting
Once you've got your fans and created your content you should create a wider media strategy to generate maximum buzz:
1.Indentify Keywords, Topical and Related news can be found on Google Trends or Popurls.com Consumer Interest Topics and Themes, and segmented Buyer Profiles.
2. Publish Cornerstone Content to ensure the Search Engine can see it put it on sites like ezinearticles or AssociatedContent.com (Position Keywords in Title, in first 100 words, and throughout the article with Anchor links). Combine this offline media by giving 5-10 journalists who specialise in your subject and audience targets with exclusive content offers.
Use free press release sites like this one you're on and send both traditional releases and Social Media Releases early and often. If you're doing a weekly email How To guide you could send a release for each.
3. Promote a launch event. It doesn't have to be an expensive mall launch. It could be a give away offer as part of an online competitor. Facebooker, Twitterers, Podcasters, Bloggers, and related sites and competitors make great joint venture partners and they will appreciate the links and exposure you give them - it's reciprocity at work again. Use Google Blog Search, Twitter Search, Facebook Search, Google, Podcast directories to find and make a list of people you can contact to help you both benefit from the launch exposure and reaching each other's audiences. DO NOT spam or blanket email an offer to these people. Personalise your message and HIGHLIGHT the benefit you are offering them in being a part of your launch content or event and you will get a make higher response and accept rate.
4. ENSURE you have Launch Metrics and Reporting tools in place to run A B Testing and use the analysis to refine your approach and content as you go.
Step 3 Follow Up on Product Launch Participants & Sales
5. Keep track of all of your launch publicity and web reach using Google Alerts at a minimum. Once launched you should follow up all participants via their preferred channel of communication. Email and Social Media are usually the preferred ones. Sending a feedback request or asking them to post a review for you can increase your Product Launch reach and sales long after the date has past.
6. Your 1000 fans will likely tell multiple people about the benefits they obtained from your product or service and this will have a multiplier effect both on and offline over time. Keep developing content around how other people are using your service or product to improve their lives and the lives of others. You can repeat the steps listed here in a Blog Post each week on smaller scale if you think about it.
7. Make sure you're always tracking and refining your output and web reach so you can jump in and recognize or support any user or fan that starts endorsing or even complaining about your product. Complaints that are heard and answered can often be the most viral and far reaching endorsements over the medium to long term.
The Bottom Line
If you're done the 3 Steps thoroughly you should be able to track which of the audience and publication points you targted are delivering the best conversion. Focus on adding and supporting these. You can also say you've gone a long way to acheiving what we call the Public Relations Heaven Tick List:
• Obtain widespread media exposure
• Build a media profile
• Position your company as a market leader and your key spokespeople as subject and sector experts
• Gain permission to re-access influential bloggers, journalists, reviewers, and taste makers
• Increase public awareness, traffic, and conversion of your company and its products and services via multiple web presence points.
• Leverage off PR results into web, indirect, direct, and face to face marketing activities
Get your business boosted today with our free press releases and social media releases
