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New Product Launch Strategy Explained (+8 Strategies)

Maria Shelaieva

Maria Shelaieva

Marketing Expert

5 min

Coming out with a new product is exciting but tricky. Everyone hopes their product will be a big success. But lots can go wrong between having a good idea and actually making good money from it.

Doing enough research, planning, and using the right marketing strategies are crucial to avoiding a flop.

You need strategies to grab customer attention quickly, make people curious about your new product, and convince them to buy it.

The right new product launch plan gets customers the product they want at the right price and when they want it. It creates something people actually need and want to pay for.

8 Strategies for a Successful Product Launch

  1. Set your launch goals. What do you want the launch to look like? Is it more about awareness or maybe sales? You need to set this key performance index for the new winning product. It is very important since while launching the question will be “What can I do to reach my goals?”
  2. Research the market. It is necessary to understand how it is organized, who is present on it, and how it is distributed among the participants. It is necessary to identify the volume of the market, its potential, and demand. Understand the types of consumers present in this market and determine their behavior stereotypes. Make a research on demographics and psychographics of the market.
  3. Define your target audience. The question is who will buy your product or use your services? Who is your target group, which consumer is interesting to you, to whom you are generally guided? Find out what their problem is and how you could solve it with your product. Without an understanding of who your target consumer is, you cannot understand what you need to do and how to sell it later.
  4. Research on your competitors. Choose several competitors and find out what product or service they have that’s similar to yours? Decide how you would convince a consumer to purchase your product or service? In order to do that, see the next step.
  5. Bring out the features and advantages as well as the benefits of your product. Taking into account the problems, needs wants and desires of your target audience, find out what can attract customers and can make your product more competitive.
  6. Select media and the delivery mechanism. It could be via E-mails, blogs, SEO optimisation, social media, or mobile. Decide if you want it to be in text, video or audio. Decide if you want it to be in text, video or audio. Set up Facebook, Instagram, Twitter and blog pages before the launch. It makes sense to create a coming soon page to make it possible for customers to get notified of when the product is going to be available by putting their name and e-mail address. People who are putting these data are interested in the release and they’re highly targeted people.
  7. Make it easy for people to learn more about your product with free trials, downloads, product videos, and demos. Also, you can let people vote to pick the logo which they liked the most, for example. If they invest in the creation of the product, they consider themselves a part of it and then they want to buy it.
  8. Create a QR Code to deliver your product’s website or app link, tutorial videos or an introductory offer.
marketing strategy

Following these steps, you are likely to get more customers, increased revenues, and possible bigger future launches. Stay organized with a marketing strategy calendar containing each of these activites However, it’s not always so easy, so here we decided to present the most typical reasons for new product failure.

10 Ways Your New Product Launch Could Fail

  1. The inadequate idea of a new product from the management of an organization. Quite often the head has unlimited authority in his organization. In this case, it is possible that the manager believes that he is well versed in the market situation and does not pay attention to the negative factors, and the organization’s staff does not pay attention to possible problems.
  2. The new product does not satisfy the needs of consumers. Technical specialists working on the creation of new products are “carried away” by the development process themselves and concentrate all their efforts on improving new technologies when creating a product, not on whose needs the future product will meet.
  3. Entering the market without preliminary marketing research or implementing them at a low level. When a firm saves on research and does not conduct it or conducts it at a low professional level, the result is inadequate information about the market and incorrect management decisions.
  4. The detachment of C-level managers from the process of creating a new product. The unwillingness or inability of the manager to direct and control the process of all product creation activities can lead to the fact that the goals and directions of work become vague and incomprehensible for employees. And the process of product development and its implementation depends very much on the ambitions of individual employees, which can be aimed at achieving personal goals and at variance with the goals of the organization.
    This could have been easily handled as a part of the annual planning to create a high-level development roadmap that’s aligned with the organization’s strategic goals.
  5. Expectations of instant effect from the introduction of a new product. Some companies, having created a new product, expect immediate effect from bringing it to the market (big profits), and without getting a quick return, they refuse this product, believing that the product is unsuccessful. Sometimes (especially with regard to technical novelties), it takes some time for the new product to “catch on” in the market.
  6. Heavy promotion. If it takes time for your product to become popular, couldn’t you simply do more advertising to spread the word about your launch? Not exactly. There is nothing wrong with having a comprehensive marketing strategy that includes SM campaigns, link building, or paid advertising. Yet, when you try too hard, the effect might not be as expected. Instead of getting more potential clients, you might get banned and marked as a spammer for both algorithm and the audience. This often happens when mass email marketing campaigns are launched without proper email-sending practices or simply by skipping the audience research step mentioned earlier altogether, for example. In this case, focusing on quality rather than quantity is your best bet.
  7. Lack of control over all stages of the production and promotion process of a new product. When several organizations are involved in the creation and implementation of a new product, the main producer does not always have the ability to control all the stages of this process. This is especially typical for small companies that use the services of contractors participating in various stages of product manufacturing and development.
  8. Wrong pricing policy. The prices for the product are set too high or too low.
  9. Poor quality control. An attractive product idea, but not enough to maintain stable product quality.
  10. Launching the product at the wrong time. The product is launched too early when the market is not yet ready, or late when the market no longer needs this product.
Graphic marketing

Ready to Develop an App?

Bringing something new to the market takes thoughtful planning, positioning, and promotion. Do your homework upfront, execute a smart launch campaign, and you stand a good chance of connecting with consumers.

Pulling all this off takes considerable expertise and effort. If strategizing and managing a high-impact launch sounds daunting, don’t go it alone.

A development and marketing partner like SPDLoad can help lighten the load. Our proven new product launch framework prevents mistakes, unlocks growth opportunities, and sets you up to beat the odds.

Contact us to learn how we can help you build and scale your product.

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