Category Archives: Effective Marketing

6-Step Checklist to Launch your Product like a Pro

Whether you’re launching a product or a service, the idea of a product launch can often be an intimidating and daunting task. There was a time when a company could easily hire a PR agency to craft a press release or set up a press tour – then presto, you could sit back with a martini and watch the hype roll in. Launching a new product was a fairly straightforward thing to do back then. But those days are gone and today’s pace of product news and launches has become an all-out warfare of brands fighting for attention! Yes, getting “published” is now A LOT easier but cutting through the frenzy of information – especially online – has become much more challenging than it used to be.

There’s a crazy paradox happening here: with a whole lot of options available when launching a product (think direct mail, social channels, online advertising), it’s become easier to reach your audience but it’s also become harder to make them pay attention!

At Brandstand we’ve worked with hundreds of companies and have learned from experience. A product launch entails a lot of checklists, and failure to succeed could kill a company. When it’s time to open the curtains and unveil your product to the world, it’s important to think through the different levels and processes needed to come out strong.

Below are six best practices and tips to help simplify a product launch and keep you on the right track.

  1. Understand your Goals

Your goals may include gaining new customers or hitting a sales quota – whatever it is, be sure to have a primary objective followed by a secondary beneficial outcome. You can start mapping out your goals by answering your Why’s: “Why are we launching this product?” “Why would my target audience want to buy my product?” You can even take this further by following the Five Whys approach, which has its origins in the Toyota Production system. This technique lays out a disciplined approach to effectively testing and evaluating products, features, and ideas – key to maintaining agility in start-up product launches.

  1. Know your Audience

This is a critical stage as this is who your marketing message, channels and promotions will be targeting. You need to figure out the demographics, interests, and behaviour of your target audience. Without this information, you’re likely hitting your target market blindfolded – which is the total opposite of what you want to do!

Defining your target audience allows you to hit the bull’s eye and authentically connect with your customers plus target them right where they are located! Once you have this in place, you can then plan your marketing accordingly.

  1. Get Customer Feedback Before and During Product Launch

Nothing compares to real feedback from real customers.

Once your product is ready, send your product to customers or influencers – invite them to test it out for feedback and product review. What do they think? What do they like? What do they not like? This is the first step to turning customers into product evangelists. While not every piece of feedback can be immediately acted upon, this can help identify the next steps for your product evaluation and evolution.

There are lots of benefits to this step which include (a) getting critical feedback before your product is launched to a larger audience (b) collecting influential product reviews that you can use later on for your marketing.

Holden, an automobile company, even went as far as paying social influencers to showcase the Cascada model on their Instagram pages, websites and social media channels – all as part of their launch strategy. As a result, Holden’s Cascada had the highest brand awareness result of any global auto campaign on Instagram in 2016.

Here’s an image used by Holden for their sponsored Instagram campaign. This features Holden’s brand ambassador model Alex Pendlebury and the Cascada.

Holden Launch

  1. Generate Buzz through Social Media

You’re excited about your new product. But are your customers excited?

From a countdown clock to sneak peaks and leaked photos, you can strategically release information about your product in the weeks or days leading up to the launch through social media.

Big brands now plan meticulously for every launch with teaser messaging and partial reveals of products posted on social media channels like Twitter, Facebook, Youtube, Instagram or Pinterest.

This has been true for car manufacturer Nissan. In the release of their new car model, Leaf, Nissan used teaser campaigns “Amazing things are worth waiting for” on their social channels to prepare the market.

Nissan Social Media

In this sample post from Nissan, the car brand shared a sneak peek of their new car model’s headlight on Twitter – it doesn’t look much when you look at it, but it’s enough to get the audience talking!

Speaking of teasers, another sports car maker, Aston Martin, also used the same strategy when it dropped teaser images online of its new model, Vantage.

Aston Martin Teaser Campaign

The image they published shows the Vantage under the drapes – which doesn’t reveal much except for the striking LED tail-light that fans have been eager to see!

Another notable marketing strategy from Aston Martin is the use of “leaked photos”. Spy shots of the Vantage model were circulating the news online even before the car brand dropped its official teaser images. As expected, the strategies implemented drew speculation and excitement from the audience.

  1. Make an event

An event can be in the form of a live social chat, Hangout on Air, live Instagram stories or an actual one which involves speakers and guests. Boost the event and invite influencers for a live demo of the product.

When Tesla launched its Model X in 2015, the brand sent out invitations of the launch and teased everyone with an image of the car having “falcon wing doors” – now that’s something!

Tesla Product Launch

When holding a live event, make sure to have an in-person element to effectively engage the audience. You’re bringing to the world the next big thing so be sure to give an audience a reason to go! Go big through creating a one-of-a-kind event experience with stunning displays or designs. Just be sure to have every detail of the event on brand.

Land Rover Launch

In this example, Land Rover set a spectacular show of creativity during its product launch in 2016. The launch made waves not only because of the big reveal itself but because the event features the world’s largest Lego structure! Pictured above is a giant LEGO replica of the iconic Tower Bridge. This resulted in an epic, show-stopping event that literally made history! Talk about ingenuity!

If you’re looking to set an amazing scene for your next event, we at Brand Productions can help bring your ideas to life! See some of our display and exhibition solutions here. Or talk to us today and let’s get the engine revving!

  1. Keep the Momentum Going

A product launch campaign doesn’t equate to getting things done in a day. In fact, a successful launch should generate interest and buzz throughout the year with major directional changes based on user feedback. Once your product hits the market, a lot of things are expected to happen – things can even go wrong – in which case a product launch becomes a progress instead of a one-time achievement. New marketing messaging, seasonal and key selling periods provide ample opportunities for a brand to keep people talking about the product.  

Evaluate results, keep creating content, work with influencers and press, and continuously engage with customers – these are the ingredients to keep your product hot and fresh even long after it has launched!

Keep Testing

The Bottom Line: effective planning and management is key to product launch success. It’s never easy but when done right, it’s a pretty exciting and fun experience!

What steps have you taken to launch your products? Learn more about Brandstand and Brand Productions and how we can help with any display and exhibition solutions for your product launch. Contact us here. We’d be happy to answers questions and talk you through different products, ideas and case studies.

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Pop-Up Shops

We have all seen them, you have probably all be in one of them, and you may even have eaten at one of them – pop-up shops and kiosks are ‘popping’ up all over the place and research indicates that consumers love them.

So what is classified as a pop-up shop?

Mobile Pop-Up Store

Mobile pop-up shops aim to reach consumers on a more personal level and leave them with a sensory experience, one they will share and talk about with friends and family.

Examples: food trucks, mobile champagne bar, chic fashion boutique bus, mobile barber

Pop-Up Dining Experience

These dining experiences are enticing and a fun way to try something new. Often consumers like the fact that they only have a limited window in which to experience a certain eatery. Because they are usually on a smaller scale it gives restauranteurs the chance to test menu items and interact with consumers face-to-face.

Examples: pop-up poker restaurants, fast food pop-ups, asian fusion pop-ups, fundraising pop-ups

Interactive Pop-Up Shop

These interactive stores embrace modern marketing strategies and aim to leave a lasting impression on consumers. Whether it’s a scannable virtual shop window, a branded experiential pop-up store or a robotic coffee shop these interactive methods definitely pull in the crowds.

Example: Pimms Pop-Up T-Pot at Wimbledon, John Lewis scannable shop window, Dyson experiential pop-up store

Pimms Popup

Temporary Retail Pop-Up Shop

These temporary stores are ideal for marketing new collections, product launches or seasonal promotions such as Xmas. Ranging from physical stores, kiosk malls, or mobile bus boutiques they interact with consumers either through their senses or using digital technology.  

Examples: Kenzo Boutique bus, Walmart Xmas Toy store, Charity Store, Corner Pop-up shops

Branded Pop-Up Retailer

Brands are embracing the pop-up store as a quick easy win and away to gain more exposure. They are taking every opportunity to deliver a fully branded experience no matter where you are, giving an instant shop window to increase awareness and enhance consumer engagement.

Examples: Nutella Creperies, Tesla’s temporary car store, festival yogurt shops

Why are pop-ups so popular?

Because they are eye catching, they are new and they are usually quirky. Brands can be more creative with a temporary set up attracting consumers and delighting them with something new. People like different, and if they are interactive and engage consumers then it’s a win-win for everyone.

Delivering a Pop-Up Experience

Brandstand has it’s own production team working out of a large production facility and warehouse in Albany. Together, the team have over 100 years’ of experience in producing display, exhibition and pop-up solutions.

Under one roof, we have the ability to design, manage, build, deliver, install and even store your pop-up experience.

To discuss your next pop-up experience, call Rich Adams on 09 930 1811 or visit www.brandproductions.co.nz

 

Engage

Brandstand Enagementengage 
verb
3rd person present: engages
1. occupy or attract (someone’s interest or attention).
2. participate or become involved in.
3. causes someone to have a feeling or create an emotion.

So when it comes to marketing we are still surprised that some companies doubt the overall effectiveness of experiential marketing. Experts often refer to experiential marketing as the act of “creating unique face-to-face branded experiences.” Basically creating an opportunity to interact with your brand in person, and giving the recipient an experience they will ideally want to remember, and more importantly talk about and share with friends; basically you want to engage and inspire them. The goal is to gain a lift in brand consideration scores, leading to a greater probability of purchase at decision time!

A recent study has indicated that 65% of brands that use experiential marketing say that it positively correlates with sales and 72% percent of consumers say they positively view brands that provide great experiences.

At Brandstand, we are always reviewing the marketplace to see what campaigns are running and more importantly what campaigns have been a success. We have selected two very different but both equally engaging and thought-provoking experiential campaigns for you to take a look at.

FINNISH TUNA – JOHN WEST AUSTRALIA

John West Australia, has just become the world’s most sustainable tuna brand by overhauling its supply chain and only sourcing tuna certified by the Marine Stewardship Council (MSC). To get this message of sustainability across to consumers, John West launched a marketing campaign that gave everyone an experience.

They introduced a new brand called Finnish Tuna in partnership with MSC and WWF. They distributed cans of Finnish Tuna to unsuspecting commuters – only for them to find that, when they opened the cans, there was nothing in them but water and a message, “Imagine a world without fish”. This experience was designed to make consumers think about their choices at supermarket shelves and the impact they can have on the environment.

#WEIGH THIS – LEAN CUISINE

The #weigh this campaign was a huge success and very refreshing to see a weight loss company not centre their campaign solely on weight loss or diet-centric messaging. It was particularly interesting because none of the participants actually interacted with any product. No one was asked to sample anything and no one was stopped to answer questions. In fact, no-one was really asked to do anything. The only branding that was visible was the hashtag #Weigh This @Lean Cuisine but it certainly worked as they received over 200 million impressions!

So what made the campaign such a success and such an inspiration??

Well, as part of the overall campaign, Lean Cuisine displayed a gallery of ‘scales’ in Grand Central Station and invited women to “weigh in”.  But this did not mean standing on a set of scales, women were asked to write down how they really wanted to be weighed. So rather than focusing on their weight in kilos the women opted to be measured by things like caring for 200 homeless children or  simply being happy every day.

Lean Cuisine had already figured out what message they wanted to get across to their target market but instead of blatantly advertising this they created an interactive experience. One that paid off and certainly made people stop, interact and become inspired.

Next time you have that crazy idea and need someone to help with your experiential campaign to create a bespoke portable display, create a lightweight sampling table or even a selection of vendor trays, give us a call.  We have years of experience doing exactly this, and can certainly help to make your vision come to life.

Call us on 0800 10 99 88