How To Create A Raving Fan Base When Launching Your New Product?
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There is a certain brand of mega cool laptops and 3G phones that always seems to knock each of its product launches out of the ball park. Maybe you've noticed it?
When their shops finally start selling their latest digital object of desire, the queues of hungry buyers seem to stretch for hundreds of yards... Literally. They'll be willing to stay up all night if it means they're in the front of the queue when the shop opens in the morning.
This is no accident. This is the outcome of a beautifully executed product launch marketing campaign.
Here are the highlights...
Initially, when the pre-launch is just beginning, the customer is completely unaware that something big and exciting is about to start. They are just getting a ton of valuable free content and enjoying every minute which gets the rumour mill working overtime. It doesn't take long for everyone seems to be discussing this absolutely mind blowing new digital product that is sure to revolutionize everyone's life forever.
There's no stopping the rumour mill now. There are more questions than answers. Each time a detail is made clear, the pitch of the conversation in the core market rises another notch or two until no-one can discuss anything else. Word of mouth grows enormously. Serious questions are asked about features, benefits and advantages. There is still no official date when the product will be available to buy. The blogosphere is in mega drive. This particular magical product has your favourite Web 2.0 properties buzzing.
Tension and desire is amped up further on the release of a video which goes viral in minutes. We catch sight of the new wonder product and discover the different ways in which our lives will be magically changed.
The product launch team is cunningly playing the market!
Apparently the whole world is talking about nothing else. This product will be a 'sell out' in seconds. At this point potential customers are scared they will be unable to get hold of one. By putting their name on a special first-in-line list some lucky people are guaranteed a position at the front of the queue.
Once we learn the date when the new product will go on sale, it becomes obvious that our worst fears may be realised. The company says that it regrets that it will not be able to satisfy demand.
There is no other option. You decide you just must buy one. Immediately, you're heading for your closest superstore, sleeping bag and warm coat in hand. Once you get there the queue is snaking 100 yards around the corner. You stay all night just to get your hands on your hearts desire.
Having finally bought your new 'toy, the next day you hear that the company has just achieved its biggest ever launch... Job done for the product launch team.
That is a quick overview of what your new product launch could achieve. Not literally of course, but you get the picture
To ensure your launch goes off like a rocket you must be prepared to do some hard work, however this can be tempered by the presence of an experienced product launch manager standing right beside you.
Article Source: Articlelogy.com
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