Brand & Product Launch

Promofobia launch your company or product as an exciting endeavour. We developed a solution to an unfulfilled consumer need, and you’re ready to share it with the world. But the extensive planning process, from content development to sales training to PR, means our launch team has a lot on its plate.

A product-specific website focuses on just one thing: your amazing new offering. The best product-specific sites are simple and to the point. Whatever your budget, the golden rule is ‘less is more’. The easier a site is to navigate, the greater the chance of securing interest - as well as orders.

In the commotion of planning, we can easily make you too product-focused and overlook defining your brand. Much like an airplane needs great engineering, a solid flight plan, and a smart crew to sustain flight, your business requires the same diversity and quality of development to retain momentum long after the launch is over. One key to continued, profitable growth is a strong brand.

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How To Launch A New Product

The successful launch of a new product or service is critical for brands. A badly executed launch can tank company shares, turn off potential consumers and even create negative publicity. In fact, a poorly executed product launch can doom your product or company to eventual failure. At Moondust, we work with large corporations to create and implement winning launch strategies. In this article, we’re looking at how some of the world’s top brands used content and social media marketing to launch products and services.

Define your Unique Selling Proposition (USPS)

The first thing you need to do when preparing to launch is to define your USPs. Your company USPs are not the same as the USPs for your new product or service. Before you launch a new product, you must clearly identify them to ensure your written communication is aligned and on point. How is your product different from the others available on the market? How will it benefit consumers and why do they need it? What are 3 great features of the product? Failure to get this right from the start can lead to weak or confused launch messaging. In 2013, Burger King introduced a new menu item hyped as a healthy alternative to their traditional fries. Named “Satisfries”, the fries used a healthier batter which absorbed less oil. Unfortunately, though, Burger King failed to convey the difference to customers. So, all they saw was that there were new and more expensive fries on the menu and most chose not to buy them. BK discontinued the fries less than a year after they were introduced. Identifying your USPs internally means you can then identify them in your launch marketing.

Test everything

The problem with launching a new product is that there will often be a roadmap that your company owners or shareholders want you to follow. This can create unrealistic deadlines, leaving brands to skip crucial testing or consumer surveys. It’s smart to conduct a mock launch internally before you roll out to the public. Get everyone in your company to test your product, signup forms, social media contests, landing pages and any coupon codes. Provide incentives for staff to report bugs or problems to your tech team.