Creating Demand for New Products and Services
If you’re a business launching a brand new service, the way you generate demand for and interest in your wares should be your key concern right now. Likewise, if you’re a start-up with a spectacular new product ready to sell, your next steps will be make-or-break.
As with spacecraft bound for the outer galaxies, the power of your launch is absolutely vital to the success of the journey. With the right amount of planning, timing and energy behind your campaign, you could go beyond global. A haphazard campaign, however, could result in a failure to launch altogether – or a weak take-off followed by a swift return to Earth.
Enough with the analogies now: let’s talk strategy.
- A strong product launch is about understanding your product intimately: knowing its unique place in the market and what makes it better than its competition. It sounds simple, but the people selling your product need to know what problem your service will solve – and why your potential customers should care about this and be prepared to pay for it. Once these key issues are established, your messaging is immediately more refined and the rest can follow with greater ease and sharper clarity.
- Next: your customers. What are your target sectors? Which organisations would be interested in hearing about your new product or service? Who are the named individuals you should be reaching out to within these organisations?
- With the target audience identified, many businesses and start-ups then set about creating a ‘buzz’ around their new service. This is all very well, but even better than a buzz would be an extremely targeted explosion of activity. This is normally achieved through a combination of content creation and social media activity, data analysis and telephone follow-ups, though the exact ingredients for this ‘controlled explosion’ depend heavily on who you’re targeting and how they operate.
- Having the means (in other words, the technology) to reflect on the success of the launch in its infancy means that you can respond swiftly to feedback, tweaking your messaging here or turning up your presence there. Tracking email campaigns and taking advantage of website analytics packages both offer priceless insights into how your launch is going.
Need some help with this? We’ve just launched a new service which could be right up your street. The Product Launcher is an ‘off the shelf,’ three-month campaign designed to kick start sales pipelines, gain valuable feedback and create genuine demand for what you’re selling. Starting by gaining an in-depth knowledge of your business and your product, we take the most potent and most relevant techniques in demand and lead generation, combine these with real-time analysis using cutting-edge data technology, and – put simply – we create highly targeted explosions.