![]() In a nutshell: Your USP will ultimately define your product launch messaging, regardless of what platforms you roll out on or launch category type you choose but more on that later. Take a look at this launch video campaign from NÜTRL Vodka. Why? Because it tells a potential customer why they should buy this product. In the same way your brand’s USP sets the tone for your entire store, your product’s USP is key to creating a successful launch through effective planning and messaging. What makes your product special? Defining your product’s USP (unique selling point) is a crucial pre-launch step to ensure every aspect of your strategy highlights this. What pain points does it address or solutions does it offer – if any? Is it an expansion of an already popular category or design? You wouldn’t have the same strategy for a product you designed to answer a new problem your audience may have versus a new product version of a popular design. Remind yourself why you created this new product category or version. Stage 1: Pre-Product Launch Planning Adminīefore you create or tweak a new product launch strategy, you want to go back to the ‘why.’ Going back to the ‘why’ will help set the foundation of your product launch. Pre-Product Launch Planning Admin Stage.In this post, we take you through the 17 steps you need to build a winning new product launch strategy for eCommerce, with tips and examples, divided into seven stages: This ensures it will not only generate excitement and visibility but engagement before the launch (planning and teasers), during the launch (campaigns and execution), and well after the launch (post-launch customer engagement and experience).īeginner’s Tip: If you are totally new to eCommerce, at this stage we recommend you head over to our How to Start a Successful Online Business post first before diving into the more intermediate levels that this post provides. If no one sees it (reach) or understands why they need to buy it (message) when they do see it, it’s all for naught.Ī good eCommerce product launch is highly strategic and thought-out in terms of testing and marketing to find an optimized plan. It doesn’t matter how awesome your new product is. And it isn’t as complicated as we’d believe. The answer? Having a well-thought-out, killer eCommerce new product launch strategy that can be personalized depending on the category, market segment, niche, or product itself. The biggest problem with this is that failed launches not only spell product failures but can actually tarnish your brand as a whole. The problem is that as an eCommerce business grows, so does the workload, and tweaking roll-out optimizations often takes a back seat in an overall brand strategy – with many stores using a one-size-fits-all approach for new launches. Even the most successful online stores need to fine-tune and optimize each product launch, to determine the long-term success of not only the product but the brand itself. Having a good eCommerce new product launch strategy can make or break a new category or variant.
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