I enjoy bragging on my clients when they reach new levels or surpass specific goals. Recently, one of my non-profit clients, Growing Leaders, set a new record for the amount of product sold through their website store in a one-month period. When we reviewed the reasons for their success, three best practices were identified that can apply to any individual or organization:
1. Plant seeds
Growing Leaders used their blog, email newsletter, and social media pages to let people know that a new product was coming soon. Prior to the product launch, they “planted seeds” of interest with their audience for 4 – 6 weeks to build buzz and awareness.
Likewise, don’t spring a new product launch on your audience. Otherwise, your campaign can appear rushed or desperate. Instead, ramp up the interest over time. Start by “leaking” information early that a new product or service is coming soon. Share sneak peeks or samples via your online channels. Then, begin to mention your new product more frequently as you get closer to launch.
2. Proper timing
Growing Leaders released their new product during a season of the year when their audience tends to make key buying decisions. They “timed” their product launch to coincide with a peak purchasing period.
Consider how many products and services are purchased around holidays, New Year’s resolutions, school calendars, and annual cycles throughout the year. Proper timing of your product launch can help boost sales by releasing it when natural interest is heightened.
3. Utilize all platforms
Growing Leaders announced their new product launch on every marketing channel available at the same time. For 30 days, they used their website home page, blog, email newsletters, social media, and phone calls to make sure everyone knew about their new release. They made sure everyone in their audience knew about their new product. Those efforts helped them set a new one-month sales record.
I’ve seen too many individuals and organizations experience lackluster product launches because they didn’t promote across all channels at the same time. Remember this rule of thumb: Your customers won’t know what’s important to you unless you tell them what’s important. That’s why you need to something new across all platforms simultaneously for an extended period.
When it comes to launching new products or services, keep these three points in mind: plant seeds, use proper timing, and utilize all platforms. Make sure every part of your “marketing choir” is singing off of the same song sheet. Otherwise, the music might not sound very good to your customers.
Speaking of new products, I’m launching a new video instructional course called How to Build a Massive Online Audience this week. Click here for details