Launching a new product is an exciting time for a business. A product launch is usually accompanied by a marketing blitz, designed to ensure the general public know about your new innovation and are desperate to get their hands on it by the time it goes on sale. This marketing blitz is all well and good, but a nice digital campaign and a few ads aren’t going to cut it if you want your new product to really make a splash.
If you want your new idea to get into the hearts and minds of consumers, you’re going to need to talk about it. Put yourself out there, talking and engaging with the public, showcasing what your company has produced, and showing you’re proud enough of it to take to the road to show it off. This kind of strategy might be seen as old school, but it’s still surprisingly effective.
When you accept you’re going to need to use your voice to promote your product, the next question becomes: where should you be talking about your product? Here are a few ideas to get you started.
Use local radio to your advantage
Local radio is always a good option for any business. It offers you access to a niche demographic, which is especially useful if your product is targeting older customers. Local radio stations tend to like to get involved in the promotion of small businesses, so call the station manager and see if they might be interested in working with you.
The tradeshow captive audience
Tradeshows are the perfect venue if you want your message to reach a large number of people in a relatively short amount of time. They’re relatively easy to organise, too; all you need is to put together informational and engaging trade show displays and then get out and sell like you never have before. Even if a customer doesn’t buy from you on the spot, they may remember your company and eventually become a customer in the future.
The hidden gem of video marketing
Video marketing isn’t as well-known as the more conventional text-based marketing, but it’s surprisingly useful. If you’re comfortable in front of the camera, record a few videos extolling the virtues of your product. You can also send free products to well-known vloggers, who may then feature you in an upcoming video.
Get friendly journalists
You probably know that when launching a new product you’re going to need to publish a press release, but did you also know you should follow-up that press release with a phone call? Keep it light and friendly, asking if they received the press release, and if they might be interested in seeing or featuring the product.
Just ensure that you leave a decent amount of time — at least a week — between sending the product and making the call; you don’t want a journalist to feel like you’re being too pushy.
Your voice is one of the most powerful promotional tools that you have at your disposal — so don’t be afraid to use it.