Assuming your business already has the final product/service ready to launch, there are several approaches you can take to help ensure your product is well-received by the public.

1) Marketing Factors

The first step is designing a broadcast to share your new company initiatives. In addition to a press release, email marketing and social media plugs, you can host a webinar and offer a giveaway. Any custom outreach efforts should be directed to a specific launch landing page designed to showcase your product, get information out quickly and gather necessary data from prospects (required for giveaways). The landing page should also host a video and any materials reporters would need to write up a feature.

2) Content and Design

You can also send out traditional print materials, ranging from a 5 by 7 club card to a full press kit. Never underestimate the power of print. Having something in your hand delivered to your mailbox will have a powerful impact if it’s well-designed and clearly communicated. When creating a print outreach, it might be worthwhile to create several different versions that cater to the interests of different communities. A marketing piece for reporters will differ from one created for business needs or even one with the general public in mind. Step into the shoes of your target audience and understand how they think simply by considering what matters to them and why.

Never assume you know what your audience wants. It’s best to research this objectively or ask directly through a survey that should have been conducted during the product/service planning phase.

3) Make Room for Adjustments

Though you’ve worked hard to design and implement a new product, it’s always smart to accept that you may need to make some adjustments post launch. Leave yourself open to changes and leave room for those changes to be implemented easily. Get tips on what’s needed from a user’s perspective by inviting feedback through email blasts, social surveys or through a built-in widget that invites users to take a quick poll. You may have crafted a great product, but you’ll build a stronger one if you remain open-minded to objective criticism.

4) Turn Your Launch into an Event

You can turn your new product or service into an event marketed across social media. Create a launch date and time for your event and set up a Facebook event page for it. This gets people excited about the launch and increases visibility through social traction. It also gets you more traffic once you do launch, since people have already plugged in via Facebook’s integrated event management system. You can also pair the online event with a smaller gathering, themed party or even just for drinks. The idea is that images from the event are shared across your website and social platforms, which instantly makes the event and your company seem larger than life. It’s one thing to launch a product or service, and quite another to see people line up behind it, supporting and cheering it.

5) Taking Advantage of Niche Markets

Industry conferences, tradeshows and seminars are great places to launch a new business or product to a market interested in exactly what you have to offer. While it involves a lot of work, setup and cost, the trade off is the exposure, leads, networking and engagement opportunity you’ll reap in return.

Seminars are especially great because organizers are always usually very open to allowing others to host sessions. In return, you benefit from a direct audience, a chance to showcase your expertise, learn from questions and comments, and obtain valuable practice in pitching to potential clients.


作者 Shireen Qudosi

Shireen Qudosi is Benchmark Email's Online Marketing Specialist and Small Business Advocate. An Orange County based writer, Shireen specializes in online marketing and public relations. She has written for over 75 publications and has launched nine successful new media campaigns to date. Her work has been featured in the New York Times, Denver Post, the Oklahoman and Green Air Radio, among others.