Launching a new product is a very important time for any small business. Whether you’re launching an entirely new service, a seasonal menu or even opening a second shop, it’s vital to let your customers know about the launch. But how do you best promote your product launch?
Creating a buzz around your new product launch can mean the difference between succeeding and failing. I’ve rounded up a few of my favourite product launch ideas for small businesses to help you have a successful launch. These ideas can all be used alone or together – I’d recommend picking a few of the ones most relevant to your small business and creating a launch campaign that covers all angles.
1. Teaser campaign
First, you’ll want to start off by dropping some hints that a new product is coming. This will help to build excitement, get people interested in your new product, and make them remember your brand. Teaser campaigns work particularly well on social media as you can make them very interactive.
For example, you could put up a social media post with the date of the new product launch and a couple of clues, and ask your followers to guess what the product will be. As it gets closer to the launch date, you can post more and more clues before finally revealing what your brand-new product is.
2. Video trailer
The movie industry has been using trailers for decades to launch upcoming films, so why not borrow their idea for your own product launch? Videos are a great way to show off your new product and let customers know how the new product is going to make their life better. Videos can be used on social media, in email campaigns or on your website.
Your video could be like a traditional trailer, showing snippets of the new product and announcing the launch date. Or, it could be a more informational video showing how the product works. It could even be a funny video showing your brand’s personality – just make sure it’s in keeping with your small business’s branding and tone of voice!
3. Influencer marketing
Another great way to launch your new product is to work with influencers on an influencer marketing campaign. Send your product to a few targeted influencers ahead of the launch to allow them to try it out. They can then review the product and give their followers a sneak preview. If an influencer loves a product, it’s likely that their followers will too – so you’ll instantly be introduced to a whole new audience who may go on to purchase from you.
There are lots of options when it comes to promoting product launches with influencers. You could simply send the product for a review, or you could pay influencers to become brand ambassadors. You could even offer influencers a special discount code to encourage their followers to purchase the new product.
Find out more about how to grow your small business with influencer marketing.
4. Take pre-orders
Another great product launch idea for small businesses is to take pre-orders. This will allow you to gauge how much interest there is in the new product, and make sure you’re prepared with enough stock for launch day. It also means you can start earning money before the product has even launched, which can be really helpful for small businesses!
To encourage customers to pre-order your product, you’ll need to offer them an incentive. For example, they could get the product delivered a day before anyone else. Or they could receive a 10% discount or a free gift with their order. Depending on what type of product you’re launching, you could even offer personalisations for pre-order customers.
5. Giveaways and competitions
Everyone loves a freebie, so giveaways and competitions are a great way to get people interested in your new product launch. You might want to run the competition on your own social media channels. Not only will this increase awareness of the new product, but you’ll also gain new followers who may be interested in purchasing from you. The bigger the giveaway, the more attention it usually receives. So try to offer something exclusive, or a “money can’t buy” prize.
You could also work with influencers to run giveaways and competitions on their channels. They already have a highly engaged audience, so tap into it! This will put your product in front of thousands of interested people. Even if they don’t win the competition, they’ll be much more likely to remember your brand when purchasing something in the future.
6. Plan an event
No product launch is complete without a launch party! An event is a great way to create some buzz around your new product. Invite some influencers, local businesses or loyal customers and encourage them to share snaps of the event on social media to help spread the word. You can also use the event as a chance to give demonstrations of the product or gift VIP guests with their own product to take home.
The type of event you hold depends on what your small business is and the new product you’re launching. For example, if it’s a new menu, you might want to host a dinner so key press contacts and influencers can try it out the night before it launches to the public. In case you’re planning to launch a new piece of tech, why not hold a small conference with local industry names and a special preview of your new product? If you’re opening a new shop, get balloons, cake and prosecco and invite your best customers for a shopping evening with 20% off everything to help launch the new store.
Collaboration is a powerful tool for small businesses. Working together with another small business can be a great way to launch your product. Not only will it be exciting and something a little bit different for your customers, but it will also introduce you to a new audience.
There are lots of different ways to collaborate. For example, your favourite local bar might be the perfect place to host your launch party. Or a great local artist might be the perfect person to design your new product’s packaging.
Read more about how to set up a successful marketing collaboration.
8. Build a story
With hundreds of other small businesses to compete with, it’s important to make yours stand out when you’re launching a new product. A good way to do this is to build a story around your brand and product, to make people connect with you. This will help them remember your small business and want to purchase your new product.
This story should be consistent across your whole launch campaign. Write a press release with information about the product launch (as well as how it was created and your small business story) to encourage newspapers, magazines and online sites to write about the new product. Use this same story across your website, social media, email marketing and leaflets to strengthen your brand.
9. Email campaign
People who have signed up to your mailing list are already really interested in your business, so don’t forget to let them know all about your new product launch. If they’re on your mailing list, chances are they’ve already bought something from you before (or are intending to buy something), so it’s very likely they’ll want to buy your new product too.
Tie your email marketing into your wider launch campaign, offering your subscribers a sneak peek at the product, the first chance to place pre-orders and an exclusive invite to your launch party.
To read more about this topic, have a look at these:
Anniversary Marketing Ideas for Your Small Business
How to Make Your Local Business Event a Success
Landing Pages for Small Business: What Are They, Why Do You Need One & How Do You Get One?
How to Create a Successful Marketing Campaign for Your Small Business