How to launch a new product: nine new product launch ideas to make a splash

Employees celebrate with confetti in office

Figuring out how to get people to buy your product is an essential step to running a small business. To learn how to market a product, you must first understand your target audience so you can tailor your promotional strategies — social media campaigns, blog posts, launch parties — around your ideal client. Read on for nine tips to create a strategy that launches you into the market with a bang.

1. Get to know your target audience

Before you start selling, you need to know who's buying. To research your target audience, review customer feedback from previous products, put together a focus group and reach out to your current customer base for early feedback. Use your findings to steer your new product launch strategy.

2. Pinpoint your messaging

Determine the key messaging for your advertising campaign. While there are many ways to advertise a new product, most methods include an image of what you’re selling and keywords or slogans that summarize it. Keep your messaging concise, on-brand and focused on the benefits of your product.

Include your key messaging in every piece of marketing copy you publish. Examples of different marketing campaigns include:

Print products like banners and posters that hang in your store and at events

A blog post on your website

A postcard advertising a big sale, sent to existing and potential customers

An email newsletter blast

Social media posts on Instagram^®, Twitter^® and Facebook^®

Brochures on display in a high-traffic area

3. Use existing media platforms to promote your product for free

You don't always need a huge budget to gear up for a product launch. Use these platforms to promote your product for free:

Connect with websites that are popular with your target demographic and offer to contribute an article

Get interviewed on podcasts or for the local paper

Make an appearance on your local news station

Promote your product to national media outlets — you could hit it big if it appeals to a nationwide audience

4. Create a social media campaign

Marketing through social media is not a one-size-fits-all strategy—it depends on your target audience. For example, if your product is for men 65 and older, they probably won't see your Instagram videos.

Identify the social media sites your customers use and create an active account on those platforms. Post daily, especially as you move closer to your launch date. If this task becomes too time-consuming, consider hiring a social media manager or assistant to help out

5. Send emails announcing your new products

Start creating buzz long before your launch date by sending out product launch email updates or a weekly newsletter to your contact list. Include an overview of your new product, why you’re excited about the launch and your contact information.

Next, determine your launch timeline. Start with product launch teaser emails once a week and increase the frequency to twice a week when your launch date is a couple of weeks away. Lead with a subject line that is catchy but not too salesy—you don't want your emails to be instantly deleted or filtered to spam.

6. Update your blog

Your company blog is a valuable—and free—promotional tool. Use your pre-launch blog posts to give readers a behind-the-scenes glimpse of your business. Make a short video that talks about how you came up with the idea for your new product or film a mini-documentary that shows a day in the life of your business. Transparency is everything and will help you draw in more readers.

Dedicate a few posts to discussing the benefits of your new product and the problem it solves. Keep your tone conversational and relatable—let your readers see the human side of your business. Start creating buzz long before your launch date by sending out product launch email updates or a weekly newsletter to your contact list. Include an overview of your new product, why you’re excited about the launch and your contact information.

7. Hold a VIP product preview

Show repeat customers how much you appreciate their loyalty with a VIP event where they can get a first look at your new product. Plan a small gathering at your business, an event space, a restaurant or online, depending on your needs. Hold a demonstration, let your attendees test your new product and make yourself available to answer questions.

Send everyone home with a swag bag full of free products to try. Everyone loves gifts, and happy customers will pay off in the form of word-of-mouth referrals.

8. Offer pre-ordering

Successful product launch campaigns offer pre-ordering several months before the launch date. Use this tactic to build anticipation and drive up sales. Create a dedicated landing page for the new product on your website. Include the offer in your email and social media campaigns, with a link that sends readers directly to your site.

9. Have a launch party

Kick off your new product launch with a celebration. Keep your décor in line with your brand colors and logo, including banners and posters that advertise your business and product. Limiting it to loyal customers, business partners and media makes it feel exclusive and creates intrigue. To throw a successful launch party, try these ideas:

Hand out product samples or offer a generous discount

Put on a live product demo

Offer door prizes of other products or services

Book a musical performer, special guest or celebrity

If your customers and partners are spread out, or an in-person party isn’t possible, try a virtual launch party. For maximum effect, live stream the event via Facebook, Instagram or YouTube, so anyone who follows your brand can watch and participate. Be sure to celebrate with employees as well–turning them into early advocates for your new product will help to spread the word.

The key to developing a loyal customer base is to build relationships with your customers. Taking the time to respond to feedback and address concerns shows you care about creating a product that helps improve their lives. When the time comes to launch your new product, your fans will be there to support you, spread the word and help your business thrive.