When you are launching a new product, marketing is key to building interest. As you plan your advertising, consider ways that you can use existing products and marketing strategies to create a new campaign that will generate buzz. The more interest you can build before the product launch, the better you will be able to reach a wide audience.
Tie-In Promotions
When you are selling a new product, market it by creating promotions that tie it to an existing popular item. If you own a spa and want to market a new type of treatment, for example, offer a special where the customer gets a massage and the new treatment for a price that is slightly higher than the original massage price. By giving customers an incentive to try the product without a large financial risk, you can lower their defenses. If the new product is successful, you will be able to end the promotion and maintain sales with the higher interest level.
Create Advance Notice
When you have a new product that is about to hit the market, generate buzz in advance of the launch, advises BNet.com. Keep the product itself under wraps but take photos that hint at the design and performance, and broadcast them across your social and business network. The secrecy will create interest and curiosity. Take advantage of social networking sites, email newsletters, blogs and websites to release tidbits of information and build excitement about the possibilities of the new product.
Focus on Changes
If your new product is a version of an existing product, focus your marketing message on the changes and improvements. In doing so, you will create the impression that the new product is a must-have because it has better performance, longer life, a smaller size or other improvement. Choose the new features that will be most interesting to your target audience, based on the needs of clients and industry pressures, and use them as the centerpiece of your marketing materials.
Use a Bold Design
To shake up your customers, choose a bold design for the marketing materials surrounding a new product launch. Stay within your brand image to maintain recognition, but use bolder colors, unexpected imagery or surprising statements in the materials. If your corporate materials tend to use a white background with touches of red, for example, switch it up and use a saturated red background with bold text. By choosing an unexpected design concept, you will catch the attention of new customer groups and make existing customers look twice at the new product materials.
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