Launching a new product is a strategic event that requires meticulous planning and execution. In today’s competitive market, a simple announcement isn’t enough to capture the attention of your target market. Small business owners must build genuine anticipation to maximize impact and drive initial sales. Discover actionable strategies to ensure your next product launch’s success.
Create a Prelaunch Website
Your upcoming product or service deserves a central hub for all prelaunch content and activities. Create a landing page with an email signup form to gather leads and expand your customer waitlist before your official launch. Use the right keywords to jump-start your website’s SEO, placing you for better visibility and searchability on launch day. Other strategies include live countdowns or preorder options to ignite excitement.
For example, in 2024, men’s grooming brand Harry’s created a page where interested customers can sign up for a prelaunch referral program, boosting the brand’s email list to 100,000 in one week.
Share Exciting Content
Effective, engaging content can captivate existing and new customers. Share compelling behind-the-scenes content that gives people a glimpse into your product development process to build emotional investment in your launch and drive word of mouth. Other examples include uploading silhouettes of your new product, a CEO interview, or something viral-worthy.
CeraVe’s prelaunch campaign, which culminated in its Super Bowl 2024 debut, is a good example. The brand created a hoax suggesting that actor Michael Cera developed CeraVe products. Weeks before the Super Bowl, the actor began appearing in public stunts, creating organic buzz and conversations online. During the big game’s commercial, the company clarified that its products were developed by dermatologists, not Michael Cera. The campaign garnered 32 billion earned impressions and over 2,000 articles published.
Launch Early Access Items
Another way to pique audience interest and engagement is to offer early-bird rewards, exclusive previews, and beta-testing programs. It’s an effective way to cultivate a sense of exclusivity and gather valuable feedback from potential customers.
In 2024, Bandai Namco brought DRAGON BALL: Sparking! ZERO across various states to give a hands-on experience with special giveaway items, as well as give fans the bragging rights of being some of the first people in the world to play the game before launch. You can also offer exclusive prelaunch experiences to encourage interested individuals to try your new product before it’s released.
Leverage Social Proof
Harness the power of social media to generate buzz. Use hashtags to boost visibility and encourage user-generated content. Partner with influencers in your industry who can provide authentic endorsements and lend credibility to your upcoming product. They can create posts showcasing their excitement for the launch, which helps amplify reach and engagement.
One great example was One Future Football’s prelaunch campaign. The virtual soccer league partnered with high-profile athletes like Naomi Osaka, Kamaru Usman, Chris Smalling, and Patrice Evra as brand ambassadors. It created 250 CGI players with diverse backstories to appeal to a wider audience.
Use Paid Advertising
Paid advertising is an effective way to make your prelaunch efforts reach more audiences. With platforms like Google Ads and Facebook Ads, you can target individuals that fit your desired customers. Unlike organic strategies like content marketing and SEO, paid ads provide faster results.
Create a Press Kit
An integral part of a successful product launch is getting publications, bloggers, and influencers to write about you. A press kit that contains information about your business and new product can help influential people write a compelling story for their audiences. Consider a unique angle to make your brand interesting enough for coverage.
Beer company Impossibrew published its founder’s story on its official website, making it easy for others to write about it. Moreover, it has a press page where journalists can view and use photos for their reviews.
Elevate Your Next Product Launch
There are many ways for small businesses to create big, successful product launches. Start with these strategies, take inspiration from the case studies, and apply relevant learnings to your succeeding campaigns. Remember that the goal is not just about the sales but about creating a customer experience that cultivates lasting engagement.
For additional resources covering various marketing strategies, see this list of blogs.
