Are you launching a new product, service, or event? Building hype around it before the release date is the best way to guarantee immediate sales.
If you look at some of the most successful companies in the world, you’ll see that they all hype their releases. By the time the products hit the market, there are thousands, hundreds, hundreds of thousands of people waiting in line to buy them.
The Gaming Industry: An Example
The gaming industry hypes releases brilliantly by hosting events where they give teasers of new games that they’re developing. Then on the release date, you get crowds of people waiting outside stores for a midnight release. And they see a huge influx of sales – immediately.
Launching A New Product
So your company or brand is ready to launch a new product. This is a super exciting time for you and everybody else involved in this adventure.
Depending on your industry and your brand, you probably spent months or potentially even years developing it.
As you approach the final stages of your development, you’re starting to get a little bit anxious, and I totally get that. You spent so much time effort and money on it that you want to make sure it’s successful, but if your product isn’t a hit it doesn’t sell and that can be a crushing blow – both financially and psychologically for you.
What you need to realize is that your product may be outstanding, but if you don’t hype the release properly, nobody is going to buy it or know about it.
Sure, you may get the occasional sale from someone walking through your digital or physical store, but that’s not enough to drastically increase your revenue.
There’s no reason to wait until your product launches to start promoting it. This way the introduction phase of your product life-cycle will have higher sales. Let’s dive into how you start building that hype…
1. Segmenting Your Market
The first thing you need to do is figure out who you’re going to be targeting.
If you own an athletic shop and you’re creating a new protective cup for baseball (or football), it’s not going to apply to most women.
It’s really important for brands to have a diverse line of products because not every single customer of yours is going to be interested in the new launch. It’s a waste of time, money, and resources to market to everyone and anyone who walks through your doors.
Instead, take advantage of the customer information you have, and email your list segmented in certain categories. Send out messages to the subscribers who fit the customer persona you’re targeting.
2. Constant Testing & Improvement
If you have a new product, it’s going to be needed to be tested constantly.
It doesn’t matter what type of industry you’re in, testing early will improve your final performance. This is true for both physical and digital products.
Testing early makes your life easier in the long run but also has promotional benefits. If you can get your hands on the early marketing materials and also put it in front of the right people, you start to build hype.
You’re killing two birds with one stone because first, you get valuable feedback to ensure quality control, and second, you’re getting the word out about the growth of that item.
Pro Tip: If you can get beta testers to start talking about their experience on social media, you start getting free promotion without putting in any effort. You should encourage your testers to do so.
3. Throwing In Teasers
Sometimes the best way to build hype is to be mysterious and vague. Don’t give away all of the information in the first promotional campaign.
People are curious by nature.
If you tell them everything they need to know right away, they don’t have a reason to follow up or get more information. But, if you use teasers or promos, it will stimulate their curiosity.
For example, let’s say you’re releasing something on a specific date: You could post a screenshot with just a date, maybe a name, something short-and-sweet to pique interest.
4. Leveraging Every Marketing Channel
Use all marketing channels available to you. Don’t just use your website or one social account to promote your new product.
Take advantage of every existing marketing channel you have. Exhaust every resource!
Social media is a great place to start building hype, and start a conversation with options for your followers to like, comment, and share your post. It’s a perfect way to gain even more exposure.
Marketing channels to consider:
- Promotional Email
- Blog Posts/Articles
- Quora Answers
- Facebook Groups/Pages
- Tweets/Twitter DMs (take caution with spamming)
- YouTube Tutorials/Teasers
- Many More!
5. Begin Taking Pre-Orders
There’s no reason you should wait until your product officially launches to start making a profit.
Collecting money for pre-orders is a great way to build hype, and now, customers are invested. Making the product available for purchase early shows them that your product is real and not just a concept.
Plus, they’ll also start telling their friends, family, and social media followers about their new purchase and all their excitement.
Pro Tip: Market your pre-orders with a discount code, add in a bonus offer for first customers, or make sure that those people get the offer first.
Don’t wait until your product is released to start marketing it. Build hype in the early stages, so email your list, create teaser videos, and promote the offer at special events If you can! Get your sales team ready, and don’t lose momentum. Keep promoting your product hard even after release.
If you follow the tips in this article, it will help you have a successful and profitable product launch.