Even the most confident businesses can feel a little nervous when the time comes for a product launch. Ultimately, you can never be 100% sure how this will go down or how successful this campaign will be until it’s released, and clients, customers or consumers have the chance to respond.
That said, there is plenty of investment you can apply beforehand to make sure that you limit risk, that your product is as robust as it can be, and that your initial reviews ultimately help the business as opposed to harm it.
For instance – think of the recent product launch of Windows 11. It’s not hard to see how even brands like Microsoft can struggle to please everyone, especially with how the common consensus of such a product was ‘it’s good, but wait to install it until they’ve ironed out some of the bugs.’
Any successful product launch, then, requires an attentive approach to prepare for. Luckily, there are three principles you can follow to make this more of a possibility. Let’s consider that below:
A Strong, Understandable Concept
The biggest fear most companies have is thinking that their audience either won’t like, or worse, won’t understand a new product launch. The former can be alleviated just as first impressions can be alleviated, but the latter is like explaining a joke that didn’t quite land – you’ve taken all of the excitement, the novelty, and the interest out of it. For that reason, it’s important to design your services and products along strong, understandable concepts that you can explain more solidly. This may take time, it may take the services of a copywriter or marketing department, or it might mean simplifying or streamlining the product purpose itself.
It’s important to note that your product or service should be polished to a proverbial shine, fully functional, and capable. No matter if you’re launching on the first day of the year or in the middle of the week, it should be appropriate and shouldn’t be a stain on your company. For instance, software companies that fail to use excellent brands like Testrigor for automated testing will simply not know how their software stands up under pressure, and can respond to real behavioral usage scenarios. Don’t let your customers because beta testers or feel as though they’ve paid for a prototype.
It’s important to provide the expected functionality in your particular good now. If you fail to live up to the marketing, then consumers will take that as a lie. Think about under-promising and overdelivering, which sounds strange as a marketing approach, but can spread word of mouth, goodwill, natural discourse and respect towards your company and new product like wildfire. The expected functionalities should be there, and work, and remain in-sync with the claims you have made. Anything else is overbearing marketing that needs to be restrained and kept under control in the future.
With this advice, we believe you can leverage the three essential principles of any product launch.