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Using launches or previews to reach customers

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As a business owner, you are continually on the lookout for new ways to reach customers. One important marketing tool for reaching your customers that should never be overlooked is a product launch.

What is a product launch?

A product launch is a one-time event, typically on a large scale, that introduces a new product to the public. Successful launches also have follow-up events to retain customer interest.

Product launches or previews are a great way to let your customers see up close and personal how your product works, the benefits it offers, and ultimately why they need to purchase it.

If you want to reach your customers through product launches or previews, the following tips will help you to have a successful launch:

Do your research.

A successful launch or preview will already know what it is your target market is looking for. Things you will want to know include:

  • Who is my target market? Do you want to reach your current customers, or attract new ones? This will affect how you will market your product.
  • Who is my competition? It's important to know who your competition is so you can schedule your launches.
  • What is my competition offering? You will want to take a different approach to your product launch than your competition; for example, focusing on a different benefit or angle than they are.
  • What is the demand for my product? Here is when it is helpful to focus on customer feedback.
  • What are the main benefits or features I want to focus on?
  • How am I going to package my product?
Marketing your launch

Once you have done your research and have a good idea on what you are going to focus on, you will need to market your launch. This is important because it will have the biggest effect on which customers you reach.

These are a few tips to help you market your launch:

  • Choose a theme. You will need a theme and quick message to attract customers to your launch. The theme you choose should represent your product and its tone should convey the purpose of the product; for example, if you are selling a certain product to cancer patients, you may want to avoid being funny or clever.
  • Choose the right marketing materials. The way you market your launch will make or break the amount of people who attend your launch. If you are marketing to current customers, consider emailing them, or putting signs and advertisements in your store. If you are marketing to potential customers, consider radio or television ads, press releases, direct mail brochures, and so forth.
  • Set yourself apart. Your product launch or preview will successfully reach more customers if you make sure to set yourself apart from your competition by focusing on something different about your product.


Once the launch is over.

After your launch or preview is over, continue to follow up with your potential customers. Offer referral incentives, send emails thanking those who came, and get customer feedback to find out what they liked or didn't like about your product. Send out brochures and marketing materials to those who didn't purchase your product, or who were considering it. This is a good way to keep in touch.

Using launches and previews is an excellent way to reach customers. These are just a few tips for successful launches and previews.


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