Successfully Launching a New Product

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Launching a product or service in the right way is vital if you want that product to be a success. Unfortunately, it isn’t as easy as it used to be when you could simply send out a well-crafted press release, launch a press tour and expect numerous articles to be written about your product within 24 hours.

Today, although it might be easier, thanks to the internet, to get press releases out there, it’s a lot more difficult to get attention. The good news is, there are several things you can do to increase your chances of product launch success.Here are a few of them:

Carefully Test Your Product

Before you even think about writing a press release, you need to ensure that your product is the best it can be. That means you need to put in lots of time developing and testing your products. The software testing tools you’ll find here will help you do this quickly and to a high standard by making the process more seamlessly collaborative, but you should also test your products in real people in the real world before you launch. Only when all the bugs have been eliminated should you think about working on your launch.

Implement a Rolling Launch

A rolling launch, which starts creating a buzz about your new product is likely to be more effective than a short launch at the time your product becomes available. Ideally, you should start sending out your product to bloggers, journalists and maybe even influential customers at least eight weeks before launch. Encourage them to write reviews of your product and give you feedback, so that you can start creating interest and iron out any remaining kinks with the product well before the official launch date.

Social Media Leaks

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Using social media to seed ‘leaks’ teasers and coming soon posts which appeal to your target audience is another great way to create a buzz ahead of your product launch. This is something that Apple do particularly well, and which you can find out more about here. Teases and leaks work particularly well in the tech industry, so if that’s your niche, be sure to give it a try.

Keep Producing Fresh Content

The rolling release is all about creating a constant stream of interest, so even if you’ve launched and you’ve had a lot of good people write about your product, keep producing fresh news and new press releases to keep the momentum up. You never know when a big influencer in your niche might be looking for anew subject to write about and hit upon your content.

Stage a Stunt

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Staging a stunt by creating a viral video, a mock announcement or even taking your product on the road, utilizing flash mobs and other acts to get people interested, is a great way to get more column inches and have more people in more places become aware of your offerings.

Basically, the key to a successful launch is to have a good product in the first place, keep plugging away and doing whatever you can to create interest and intrigue. If you can do those three things, you shouldn’t have a problem.