Organizing a successful product launch is a tricky task. Not only do you need to make sure everything goes well on the product development side, but it is also important to generate hype and excitement for the upcoming release. After all, your amazing new product won’t do much good if no one hears about it coming out.
With that in mind, here are some proven strategies that can help you generate buzz ahead of your next product release.
1 – Tease Your Audience with Sneak Peeks
Start by sharing sneak peeks of your product on your social media platforms, website, and email newsletters. These teasers could be anything from a shadowy image of the product, a cryptic message hinting at its features, or a brief video clip that leaves your audience guessing.
The aim is to spark curiosity and keep your audience coming back for more. Timing is important here. You’ll want to reveal just enough to keep the audience engaged but not reveal so much that the product loses all of its mystique months ahead of the release.
Think of these as movie trailers. We all want a trailer to show what a movie is about, but no one wants the entire plot to be spoiled in the trailer, right?
2 – Host an Exclusive Preview Event
Nothing says “VIP” quite like an exclusive preview event. This can be an in-person gathering, a live stream, or a combination of both, tailored to let your audience get up close and personal with your upcoming product. Use this opportunity to showcase the product’s features, answer questions in real-time, and connect with your audience on a personal level.
The exclusivity of the event not only makes attendees feel special but also creates a buzz around your product. Those unable to attend will be keen to hear about what they missed. Meanwhile, the people who were invited will be eager to exercise their bragging rights by talking about it, as well as sharing videos and photos they took during the event.
3 – Create Videos Showcasing the Product
Content is still king, and among all the different types of content out there, video is one of the most popular. Videos can be particularly useful for product launches, as they give you a chance to showcase your product in action.
There are many types of videos that can be produced to generate hype, from live-action demonstrations to animated videos that break down the product’s functions and design principles. All of this can be done with the help of an explainer video company, as this website shows.
These videos can be shared across your digital platforms, igniting interest and providing your audience with a detailed look at what makes your product unique. Remember, the goal is to inform, entertain, and captivate your audience, so be creative and think outside the box.
4 – Offer Exclusive Pre-Order Bonuses
Who doesn’t love a good bonus? Offering exclusive incentives for those who pre-order your product can significantly boost early sales and build anticipation. These bonuses could range from special discounts and limited-edition versions of the product to exclusive pre-order perks and more.
Limited-time bonuses can create a sense of urgency, encouraging your audience to act quickly to snag the exclusive deals. Announcing and reminding people of these limited deals also gives you something to talk about on social media. This can be useful when you want to remind people that a product is coming without having to release more details about it.
Pre-orders also take advantage of basic psychology. There’s no getting around it, people are just naturally more invested in a product once they’ve already spent money on it. Thanks to that, people who have already placed an order will be much more likely to talk about your product, and they’ll be more likely to keep up with all of your teasers and announcements in the lead-up to the product’s release.
5 – Run a Giveaway or Contest
People like free stuff, doubly so when free stuff is the reward for engaging with something interesting. Don’t underestimate the impact that a well-orchestrated giveaway or contest can have ahead of your product launch. When done well, these types of community events can generate a lot of buzz and engagement.
Consider creating a contest that asks participants to share your product on their social media, refer friends, or even create content related to your product for a chance to win. The prize could be the very product you’re launching or other exclusive merchandise. Make sure the entry requirements align with your goals, such as increasing social media followers, gathering email addresses, or just creating buzz.
Such campaigns can not only engage your current audience but also draw new eyes to your brand and products. Additionally, the excitement and anticipation generated by the contest can lead to increased word-of-mouth marketing as participants share the contest within their networks.
6 – Publish Customer Testimonials and Expert Reviews Early
Trust is a critical component of any product launch, and one way to establish this trust is by sharing early reviews and testimonials from beta testers or industry experts. Social proof in the form of positive feedback from credible sources can significantly influence potential customers’ perceptions of your product.
Make sure to highlight these testimonials on your website, social media channels, and marketing materials. Seeing others vouch for the quality and effectiveness of your product can alleviate concerns, build credibility, and ramp up excitement among your potential customers.
7 – Book Podcasts and other Media Appearances
Having you or a member of your team go out as a company ambassador ahead of a product release is a great way to get the word out about your product. Media appearances can include everything from podcast interviews to morning news programs and even simple things like publishing guest posts and providing expert quotes on HARO.
This all helps generate buzz ahead of a product release, of course. Especially given that most interviewers will allow an interviewee to mention their next product or project at the end of the interview.
How far you’ll be able to take this will depend on your company’s profile and your professional network. That said, don’t underestimate how hungry the media landscape is for an industry expert who can play well in interviews. Once you establish yourself as a good communicator, you may receive interview and quote requests from some surprisingly big publications.
