Marketing For a Product Launch

The term product launch carries a lot of buzz in the online space. In some circles it is considered a get-rich-quick-scheme that tricks you into thinking you can make thousands of dollars in just a couple of minutes. The truth is, there are some very impressive success stories. Still, there are many misconceptions about what a launch campaign is and what a launch campaign isn’t. This article addresses some of the common questions to bring clarity to the strategy.

Q: What do you mean by online product launch?

A: The Internet is a place where a smaller business can experience sincere leverage. Because internet marketing is cheaper and faster than traditional advertising, selling on the Internet creates a very efficient business model. A well designed launch will leverage the Internet to create anticipation for your product before it is available for sale. Think of it as a grand opening promotion for an online business.

When most businesses finally have their grand opening, they open their doors to an empty parking lot (or traffic-less website). That is a very lonely and frustrating time. A good launch campaign works to create a situation where people are standing at your front door (or constantly refreshing their browser) waiting for their chance to buy your new product.

Q: Is this concept only for new businesses?

A: Absolutely not. The grand opening concept is used for new and existing businesses. For example in the world of technology and software, these types of launches are commonplace. Companies like Apple, Microsoft, and Google are all known for their excellent campaigns. So whether it’s a new product or reinvention of an old product, this strategy works to attract positive attention to your new product or service.

Q: Who does this work for?

A: The strategy of a product launch works to sell just about anything. If you are looking to focus on an internet based campaign, information products have proven to work very well. This is a great opportunity for coaches, consultants, speakers, and trainers. You will scale your selling by bringing in multiple clients at once.

Product launches are not quickly built, instant money machines that spit out cash on demand. Instead they are carefully constructed marketing campaigns that are designed to convert prospects to customers. What makes the strategy work is staged thinking and deliberate execution. If you plan out your next launch, perhaps you can be the next success story!