How to launch a product

How to launch a product

Got a great idea for a new product? In addition to its design and logistics, you're probably already thinking about how you're going to launch it.

A well-executed launch is your chance to grab customers' attention and make a strong impression with your product. But like all first impressions, it's hard to correct a product launch if it doesn't go smoothly right off the bat — especially if it's your very first product.

If you want to get your launch just right, it's going to take a lot of careful research, planning and measuring, some of which must occur before you even get to the development phase. Here's how to ensure that your product makes a lasting impression, regardless of your budget or experience. 

• Design attractive packaging.Create packaging that is colorful and pleasing to the consumer's eye. Smart packaging is the first step to getting your new product noticed. Include your company name, product name and any main selling points you want to convey on the outside of the packaging.
• Determine your target audience.Decide what demographic will benefit most from your product. This is the target audience that should receive the most attention when you market a new product. Consumers of this age, gender and social and economic background will be most receptive to the new idea and will, most likely, buy your product.
• Implement a unique slogan.Prepare for your product launch by creating a catchy and unique slogan that will be used to identify it. The slogan should consist of simple language and could rhyme or contain words beginning with the same letter to make it more memorable.
• Know your competition.Research products similar to the one you're planning to launch that are already well-known by consumers. Use this information to direct the attention of your launch at ways that your product is different and better than the competition.
• Consult a public relations firm.Work with a public relations agent with experience in your industry or in marketing new products. An expert can help you solidify your target audience, determine the best forms of media advertising and plan promotions.
• Write a product sheet.Create a list of product features and details. This should explain the product to consumers while still making it attractive. Include general usage, product components or ingredients and any relevant safety warnings or liability information.
• Launch a website.Design a website advertising your new product and offering more information for consumers. Include user testimonials, product comparisons and ordering information or promotional offers to entice buyers.
• Purchase advertisingPlace ads in several media outlets to reach the maximum number of consumers. Websites work well for posting ads and linking to the product's website. Buy ad space in local newspapers or trade publications to increase the awareness of your new product.
  
• Hold a press conference.Schedule a press conference with consumers and members of industries related to your product or service. This will allow you explain the product, offer samples, answer questions and create a buzz in the industry.