Product Launch Marketing: 23 Tips to Ensure Success - Zen Media (2023)

Successfully managing a new product launch is no easy feat. With all the work that goes into research, development, testing, and manufacturing, it’s understandable why marketing often gets considered last.

But regardless of how innovative your product is, if you don’t have a solid online marketing strategy in place, your sales will, in all probability, suffer.

The good news is, this is completely avoidable! Here are 23 things you can do to boost your product launch marketing strategy.

23 Tips to Ensure a Successful Product Launch

1. Examine your competition.

Analyzing your competitors allows you to look at your product from a consumer’s perspective. What other products could they buy as an alternative to yours?

Make a list of all the businesses that are selling comparable products and analyze their marketing materials. By going through their advertisements, you can zero in on what makes your product distinct. How are you better than your competitors? In what areas are they outperforming you? This is how your closest competition can be transformed into your most effective asset.

2. Target the ideal customers.

A successful product launch depends on appealing to the right people: your target market. Who are your prospects? Get your team together and research. People currently using similar products could be interested in what you’re offering, so be sure to highlight your unique advantages over your competitors. Construct your value proposition from these details (more on that below!).

3. Get clear on your value proposition.

A value proposition explains to prospective customers why they should buy from you, not your competitors. This is where you explain why your product best suits your prospects’ specific needs.

How do your services stand out from competitors?

Don’t fall into the trap of engulfing your value proposition in buzzwords and incomprehensible lingo. Consider Uber’s: One tap and a car comes directly to you. This copy conveys the effortlessness of Uber’s service while highlighting how the app differs from a traditional taxi. Focus on what sets you apart and why that distinction best serves your target audience.

(Video) 10 Marketing Strategies for Your Product Launch 🚀

Related reading: Here’s Where to Focus Your Marketing Efforts According to Experts

4. Define your marketing strategy.

When defining one’s marketing strategy, it’s essential to go beyond selecting sales and marketing channels.

Be as specific as possible, with mobile marketing as your underpinning. Hubspot reports that at the end of 2021, mobile devices generated 54.4% of global website traffic. So it’s very clear: if your marketing isn’t mobile-friendly, you’re losing a lot of potential customers.

In addition to optimizing your website for mobile visitors, you can create mobile paid ads. You could also consider developing a product-specific app that consumers can use on their phones. As always, aim to create a seamless, omnichannel customer experience—in other words, a customer who begins the purchase process on their phone could switch to a desktop to complete it without any interruption or needing to redo any steps.

5. Test your marketing strategy.

You may be familiar with product testing, but what about marketing testing? Not only does test digital marketing provide valuable insights into your advertising methods, but also your customers’ experience. Conduct focus groups or informal roundtable discussions in which potential customers have the chance to interact with your marketing materials. Try A/B testing for social ads and emails.

After the testing, you can refine your marketing and move forward with the launch. This is a great way to eliminate what isn’t working and focus on what resonates with your group.

6. Get creative with countdowns.

As you get closer to your launch date, post content that’s equal parts informative and intriguing. For example, when Chobani was two days away from releasing two new flavors, they posted the following image on their Instagram:

Product Launch Marketing: 23 Tips to Ensure Success - Zen Media (1)

Notice how Chobani heightened engagement by directly posing a question to their fans.

7. Reach out to the top publications in your industry.

Digital PR plays a significant role in launching new products. Articles, interviews, and coverage from the right sources are invaluable exposure. Start reaching out to the leading publications in your industry. PR remains one of the best ways to generate buzz for companies of all sizes.

Related reading: What is Digital PR: A Definitive Guide

(Video) 10 marketing tips for a SUCCESSFUL PRODUCT LAUNCH

8. Arrange pre-launch giveaways

A pre-launch giveaway is a great way to create excitement for your new product. Giveaways also encourage winners to promote your brand and spread the word. Today’s consumer expects more than one-way communication from marketing. They want dialogue and crave opportunities for engagement. Strive to create those experiences whenever and wherever you can.

Related reading: Top 10 Social Media Tactics for Promoting Your Brand for Free

9. Consider offering pre-orders.

Allowing loyal customers to make pre-orders has an immediate impact on sales. Additionally, it’s essential to consider how many options your consumers are presented with daily. By the time your product officially launches, your prospects may no longer be interested. In addition, when prospects see a high number of pre-orders, they will feel compelled to check out what you’re offering.

Related reading: Customer Retention IS a Growth Strategy

10. Increase your organic visibility.

Before launching your new product, ensure your B2B SEO strategy is solid and up to date. Make sure you’re giving users information that is truly useful to them.

11. Do some website housekeeping.

Like the point above, ensure your website is as optimized as possible. This means checking your site’s loading times. A website that’s slow to load will surely irritate your prospects. It’s imperative to reach your potential client base with the speed and immediacy of today’s wired culture demands.

Related reading: The Ultimate Website Audit Checklist: Will Your Website Pass?

12. Make bold choices with your social media.

Gearing up for a product launch is the perfect time to go big with your B2B social media marketing strategy. In addition to playing with countdowns, you can change your brand’s profile picture and cover photo to generate even more curiosity. Bold, visual content can help attract more interest. Keep your followers on the edge of their seats or, more aptly, the edge of their screens.

13. Retarget fans and customers.

Those already familiar with your brand and who have visited your website are an excellent group to retarget before launching your new product.

Use creative and attention-grabbing ads that lead back to your site. You want to guide users without inundating them with information.

(Video) 3 Tips on How To Deliver a Successful Product Launch | Salesforce on Salesforce

Related reading: 21 Proven Ways to Retarget Your Ideal Customers

14. Use email marketing.

It’s a misconception that email marketing is outdated. The truth is, it remains one of the most effective tools. The key is grounding your B2B email marketing strategy in data. Use information about your consumers and prospects to craft personalized messaging.

15. Partner with influencers or micro-influencers.

Both influencers and micro-influencers can achieve massive results for your product launch.

While influencers possess many followers, micro-influencers have a small but loyal fan base. This is where research is necessary: which type of B2B influencers will work best for you? Think about the voices that share your brand’s values and speak to your particular niche.

16. Enhance your customer support.

We have all grown increasingly accustomed to round-the-clock customer support. Having fast and reliable customer service is no longer optional, especially when launching a new product. Ensure everyone on your customer support team is on the same page and ready to answer all possible questions.

Related reading: This is How to Manage Customer Expectations in Uncertain Times

17. Have a FAQ sheet ready

Another way to boost your customer support service is to have an accessible FAQ sheet on your website. Frequently asked questions also lend themselves to great social and blog content. It’s even possible to have some fun with a creative, whimsical touch to your FAQ sheet. Make it approachable, informative, and engaging.

18. Keep updating and refining your marketing.

The marketing you use at the beginning of your launch should develop alongside your product’s lifecycle. Keep a close eye on your marketing results to determine when it’s time to make creative changes. Make sure your B2B content rings true to the current times.

19. Incorporate livestreaming into your launch.

Livestreaming has grown in popularity over the past few years due to the ongoing COVID pandemic. Although in-person events are finally back, you can expand your product launch to a broader audience by hosting a livestream event. Livestreaming your launch gives prospects and loyal customers of your brand who cannot attend your in-real-life event the ability to participate. In fact, according to GoGlobe, 79% of livestream viewers say that live video offers more authentic interactions between brands and their followers.

Related reading: 10 Ways to Amplify Your Brand Reach with Live Streaming

(Video) Instagram Marketing: How to Launch a Product on Instagram

20. Explore the social audio revolution.

Marketers in 2022 should try implementing social audio into their product launches. Simply put, social audio includes platforms and tools like Clubhouse, Twitter Spaces, and Discord, where users can record and share spoken messages in real-time. Think of these channels as digital hang-out spots where people with common interests can chat and share their ideas.

Use social audio to your advantage by joining or hosting your own social audio room. Pick a platform, share it with your followers, and build your community. You can even host Q&A sessions and conferences about your new product to spark interest and drive sales.

Related reading: 8 Ways Your B2B Company Can Generate Leads and Buzz Using Social Audio

21. Get Creative With Reels and TikTok Content

Content marketing in 2022 has changed a lot. Instead of releasing longer-form videos and advertisements, companies are embracing the short-form content approach. So give users a sneak peek of your new product by creating Instagram Reels and TikToks. This will boost your brand’s visibility and add diversity to your content—both before and after your new product enters the market.

Related reading: How to Hack the Instagram Algorithm

22. Update your hashtag strategy

When used correctly, hashtags effectively grow your brand’s reach. In the planning process of your marketing campaign, try researching hashtags that relate to your company, products, and your target audience’s interests. You will want to choose a combination of more general hashtags and niche hashtags that will cover all of your bases. Refining your hashtag strategy throughout your digital campaign will help connect your social media posts to the buyer personas you’ve been looking for.

Related reading: How to Hashtag Like A Pro

23. Try social media trends

Have you heard about the new TikTok dance that everyone is trying? Or have you seen that “Little Miss” meme that a bunch of brands are sharing? There is always a social media trend spreading like wildfire, and participating is a good idea! Get creative and consider how specific trends can relate to your product. Just make sure you are staying authentic to your company’s values and voice.

A product launch is a big undertaking, but follow these tips, and you’re sure to find success. Want some help developing the best marketing and PR strategies for your launch? Reach out. We’d love to hear from you.

Product Launch Marketing: 23 Tips to Ensure Success - Zen Media (2)


What are the 7 marketing tips in launching new products? ›

Marketing Tips for Launching a New Product
  • Study your competition. ...
  • Target the ideal customer. ...
  • Create a unique value proposition. ...
  • Define your marketing strategy and tactics. ...
  • Test your concept and marketing approach. ...
  • Roll out your campaign. ...
  • Know your product's lifecycle.
21 Feb 2005

How do you ensure a product launch is successful? ›

Strategies For Product Launch Success
  1. Establish A Product Launch Plan. ...
  2. Perform Market Research. ...
  3. Identify Your Target Market. ...
  4. Identify Your Competitors. ...
  5. Develop A Marketing Strategy. ...
  6. Plan Your Budget. ...
  7. Set Measurable Goals And Benchmarks. ...
  8. Perform Extensive Product Testing.

How do I promote my product launch? ›

The best ways to promote a new product or service
  1. Offer loyal customers an exclusive preview. ...
  2. Use a special introductory offer. ...
  3. 3. Make use of Google My Business. ...
  4. Run a social media contest. ...
  5. Spread the word via email. ...
  6. Write a blog post. ...
  7. Host an event. ...
  8. Offer a complimentary upgrade.
29 Jul 2020

What is one key to a strong product launch? ›

Audience: Ultimately, any product should be launched as a result of an audience need — the success or failure of any product is largely based on whether or not people will use it. You'll need to be able to clearly identify the potential audience for your product and whether or not that audience can be segmented.

What are the top 10 strategies for successfully entering new markets? ›

Top-10 Methods of Entering a New Market
  • Piggybacking.
  • Turnkey projects.
  • Licensing.
  • Franchising.
  • Joint Venture.
  • Buying out a company.
  • Partnering.
  • Foreign Direct Investment (FDI)

What are the 5 of most powerful marketing tips? ›

5 Most Powerful Marketing Strategies That You Should Steal in...
  • Set a Goal and a Budget. ...
  • Leverage Influencer Marketing. ...
  • Focus On a Single Social Channel. ...
  • Leverage Email Marketing. ...
  • Focus On SEO and Content Marketing.
2 Feb 2022

What is product launch strategy? ›

What is a product launch strategy? A product launch strategy is a planned effort to launch a new product in a market. The goal of most businesses is to launch something and get as much growth and traction as quickly as possible. Many steps, actions, and people are involved in a project launch process.

What are the six steps of a product launch plan? ›

Here are the steps to get you to your final product launch:
  • Step 1: Develop your buyer persona.
  • Step 2: Develop a competitive price point.
  • Step 3: Select a launch type.
  • Step 4: Create a marketing plan.
  • Step 5: Craft persuasive messaging.
  • Step 6: Involve the customer as the influencer.
18 May 2022

What are the five steps to launching a product? ›

Let's begin.
  1. Step 1: Perform Product And Market Research. Research is the foremost thing to do before any launch. ...
  2. Step 2: Find Your Target Audience. ...
  3. Step 3: Select the Right Time. ...
  4. Step 4: Have a Powerful Marketing Plan. ...
  5. Step 5: Prepare For Communication And Retention.

What are the 5 methods of promotion? ›

What are the 5 methods of promotion?
  • Direct selling.
  • Advertising.
  • Public relations.
  • Personal selling.
  • Sales promotion.

What are the six ways of promoting? ›

  • Media relations.
  • Social media.
  • Digital advertising.
  • Press advertising.
  • Direct mail.
  • Search engine optimisation (SEO)
  • Email marketing.

What is a product launch checklist? ›

What is a product launch checklist? A product launch checklist is a list of action items that need to be completed in order to successfully release a new product to consumers. It helps you think through the steps, processes and assets that you and a team need to complete prior to any product launch.

What are the three types of product launch? ›

These tasks are usually broken down into three stages: pre-launch, launch, and post-launch. At the pre-launch stage, a company establishes goals and creates a roadmap. Then, it conducts research about the product and target market, develops marketing strategies, and chooses platforms to implement them.

What is the most successful product launch? ›

1. The Original iPhone. Apple's iPhone is one of the most successful product launches in history. With one million units sold within 74 days of its launch, the iPhone blew its competition out of the water, and has set the bar for what consumers expect from a device.

What is the most important step during a new product launch? ›

The most critical step of the new product release process is research and testing. Though a product might seem like a smart idea at its conception, a deeper look could reveal major vulnerabilities.

What are the 7 marketing strategies? ›

The 7 Ps of Marketing

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What are the 8 marketing strategies? ›

A marketing strategy is a long-term plan for achieving a company's goals by understanding the needs of customers and creating a distinct and sustainable competitive advantage. It encompasses everything from determining who your customers are to deciding what channels you use to reach those customers.

What are the 5 growth strategies? ›

There are several corporate growth strategies to consider.
Here's how each quadrant applies to growing your business, plus a fifth option that carries greater risk and cost.
  • Market Penetration. ...
  • Market Development and Expansion. ...
  • Product Development and Expansion. ...
  • Diversification. ...
  • Acquisition.
1 Jul 2021

What are 7 marketing elements? ›

The 7 elements of the marketing mix include the following:
  • Product (or Service) Your customer only cares about one thing: what your product or service can do for them. ...
  • Price. Many factors go into a pricing model. ...
  • Promotion. ...
  • Place. ...
  • People. ...
  • Packaging. ...
  • Process.

What are the 4 keys of marketing? ›

The four Ps of marketing is a marketing concept that summarizes the four key factors of any marketing strategy. The four Ps are: product, price, place, and promotion.

What are the 4 new P's of marketing? ›

He has proposed a new set of the 4 P's of Marketing: Partnerships, Personalized, Positioning, and Purpose. “Partnerships” is one of the new 4 P's of Marketing.

What is a 10x launch plan? ›

You've heard of 10x growth, where you aim for a future that is 10 times bigger than your current reality. A 10x launch is sort of the opposite. We use it as a way to start with a tiny number of people and grow quickly to the point where launch is possible. Launch is not the start – there's so much to do before then..

What is product Launch Formula? ›

Product Launch Formula® is a tested and proven process that takes you step by step through how to launch a product or service online. PLF gives you all the details, right down to which content to release, when to do it, and what to say.

What are the stages of product launch? ›

A launch can be divided into three stages:
  • Planning. This is the stage where product teams set goals, research their audience and competition, align expectations, and establish the marketing strategy. ...
  • Execution. This is the window of time during which the product is formally released. ...
  • Analysis.
25 Feb 2022

What is the 7 step product planning process? ›

Although the product development process differs by industry, it can essentially be broken down into seven stages: ideation, research, planning, prototyping, sourcing, costing, and commercialization.

What are the 7 steps of product planning? ›

The 7 Strategic Phases of the Product Planning Process
  • Product Concept Development. This initial phase might be the most fun and creative stage in the product lifecycle, and it's the most critical. ...
  • Competitive analysis. ...
  • Market Research. ...
  • Minimum Viable Product development. ...
  • Introduction and launch. ...
  • Product lifecycle. ...
  • Sunset.

What are the 8 steps of product development? ›

What are the 8 steps of successful new product development?
  • Idea generation.
  • Idea screening.
  • Concept development and testing.
  • Marketing strategy development.
  • Business analysis.
  • Product development.
  • Test marketing.
  • Commercialisation.
20 Jan 2022

What are the 4 phases of a product? ›

A product life cycle consists of four stages: introduction, growth, maturity, and decline. A lot of products continue to remain in a prolonged maturity state. However, eventually, in every product life cycle, the product eventually phases out from the market.

What are the 10 process to be followed in developing a product? ›

10 steps in the product development process: Part One
  • Customer Problem. It all starts with a single problem. ...
  • Product Conception. A new product needs to be novel and add additional value to what's already on the market. ...
  • Research. ...
  • Design and Development. ...
  • Prototyping. ...
  • Testing. ...
  • Certification. ...
  • Field Trial.
21 Jul 2015

What are the 4 general phases for making a product? ›

Not every new product development process is the same and the product development stages may vary depending on the maturity of the idea. Most commonly, new product development begins with a concept study, followed by creating a prototype, the actual productization and finally, manufacturing and after-sales.

What are the 4 main aims of promotion? ›

The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty.

What are the 2 types of promotion strategy? ›

What are the 4 types of promotional strategies? Types of promotional strategies include traditional and online advertising, personal selling, direct marketing, public relations and sponsorships and sales promotions.

What is a marketing tool? ›

What are marketing tools? Marketing tools are techniques, resources and digital programs that can help companies promote their products and services effectively. These tools may also help companies implement marketing campaigns and track their progress afterward.

What are the 4 promotional elements? ›

The promotion mix also contains four elements that companies use to meet their marketing objectives. The elements are sales promotion, advertising, personal selling, and public relations.

What are the 3 promotion methods? ›

Advertising, public relations and direct selling are three proven methods of effective promotion, though social media marketing has become a powerful tool for driving sales at less cost than traditional methods.

What are 3 methods of sales promotion? ›

Sales Promotion

discounts. competitions. buy-one-get-one-free offers.

What to prepare before launching a product? ›

  1. Define Your Target Audience. Understand your target audience. ...
  2. Know How To Reach Your Audience. ...
  3. Know The Problem You're Solving. ...
  4. Understand The Buying Journey. ...
  5. Secure Your Online Identity. ...
  6. Validate Your Product. ...
  7. Know Your Competition And Be Different. ...
  8. Make Sure It Hasn't Been Done Before.
24 Oct 2017

What are product launch activities? ›

A product launch event is an event that debuts a new product on the market. It builds hype around a product and usually features high-level production to impress the audience. It's a good idea to invite loyal customers, investors, bloggers, social media influencers, and the media to your product launch event.

What is a product launch roadmap? ›

A product launch roadmap is a visual communication tool that illustrates how a new product will hit the market. It crosses all teams involved – from product, development, marketing, and sales. It outlines all tasks required to ensure that pre-launch, launch and post-launch tactics are successfully executed.

What are the 7 types of product? ›

The seven types of products are:
  • Premium or luxury goods.
  • Unsought products.
  • Niche Products.
  • Commodities.
  • Consumer preferences.
  • Convenience products.
  • Complementary goods.

What makes a successful launch? ›

It usually requires several elements coming together to create a successful product launch. You need the right product, the right market, the right positioning and the right timing for success.

What are the 6 types of products? ›

Types of Products – 6 Major Types: Differentiated Product, Customised Product, Potential Product, Core Product, Actual Product and Augmented Product.

How do you launch a product in 2022? ›

How to Implement a Successful Product Launch
  1. Coordinate with relevant teams. ...
  2. Define your target audience. ...
  3. Maximize awareness. ...
  4. Prepare to adapt. ...
  5. Test the product. ...
  6. Time the launch appropriately. ...
  7. Work on a sales and marketing strategy.
26 May 2022

What product is in most demand 2022? ›

12 high-demand trending products and niches of 2022
  1. Clothing. The clothing industry is a big business, valued at $12 billion. ...
  2. Skin care and beauty. Skin care and beauty products are having a moment. ...
  3. Shoes. ...
  4. Cleaning products. ...
  5. Items for pets. ...
  6. Coffee products. ...
  7. Toys. ...
  8. Subscription orders.
19 Oct 2022

How do you launch a unique product? ›

19 Creative Product Launch Ideas for Your Next Event
  1. Launch Teasers on Social Media. ...
  2. Lean Into the Mystery. ...
  3. Create a Countdown. ...
  4. Choose an Exciting Venue. ...
  5. Tell a Story. ...
  6. Incorporate Video. ...
  7. Choose Your Guest List Carefully. ...
  8. Give Awesome Swag.
6 Apr 2022

What is the best way to market a product? ›

Here are 12 strong tactics to effectively market a product or service.
  1. Offer customers an exclusive preview. ...
  2. Create gift guides or bundle collections. ...
  3. Use customer-generated content on social media. ...
  4. Leverage email signup discounts. ...
  5. Create a subscription service. ...
  6. Utilize all content marketing platforms. ...
  7. Use targeted ads.
19 Jul 2022

What are the 7 steps or stages in the new product process? ›

Although the product development process differs by industry, it can essentially be broken down into seven stages: ideation, research, planning, prototyping, sourcing, costing, and commercialization.

What are the most essential 7 ms of marketing? ›

Seven cyclical elements to a successful integrated marketing program are: mindset, measure, model, map, make, modify, and monetize.

What are seven 7 basic push promotional strategies in marketing channels? ›

Push promotional strategies can be placed into seven general categories: (1) cooperative advertising, (2) promotional allowances, (3) slotting fees, (4) display and selling aids, (5) in-store promotions, (6) contests and incentives, and (7) special deals and merchandising campaigns.

What is the 4 C's in marketing? ›

The 4Cs for marketing communications: Clarity; Credibility; Consistency and Competitiveness. What is it? The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the 5 C's of marketing? ›

The 5 C's stand for Company, Collaborators, Customers, Competitors, and Climate. These five categories help perform situational analysis in almost any situation, while also remaining straightforward, simple, and to the point.

What are the 5 keys of marketing? ›

The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE. Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments. Read on to find out more about each of the Ps.

What are the 4 types of new products? ›

New product developments can be grouped into four major categories: new-to-the-company, improvement of existing product, extension of product line, and new-to-the-market.

What are the 5 main life stages of a product? ›

The product life cycle is the progression of a product through five distinct stages: development, introduction, growth, maturity and decline. The concept was developed by German economist Theodore Levitt, who published his Product Life Cycle model in the Harvard Business Review in 1965. We still use this model today.

What are the 8 P of marketing? ›

The 8 Ps of marketing is product, price, place, promotion, people, positioning, processes, and performance. The goal is to get them working together for your marketing mix. If you can you'll have a much better chance to attract and convert your potential customers.

What are 6 main points of marketing strategy? ›

The building blocks of an effective marketing strategy include the 6 P's of marketing: product, price, place, promotion, people, and presentation. The effective integration of the 6 P's of marketing can serve as the foundation for an effective growth strategy.

What are the 3 keys to marketing? ›

3 Major Keys for Effective Marketing
  • Market Research. Before you can effectively create a marketing strategy, research is key. ...
  • Adequate Data. When trying to carry out effective marketing, having adequate data is also another key component. ...
  • Focus on the Quality of Your Content.

What are the 4 marketing tactics? ›

(Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

What are the 4 promotion methods? ›

Promotion looks to communicate the company's message across to the consumer. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing.

What are the 4 and 7 P's of marketing? ›

Initially 4, these elements were Product, Price, Place and Promotion, which were later expanded by including People, Packaging and Process. These are now considered to be the “7 P's” mix elements.


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