Best Practice Guide: 5 ways to launch your product with a bang
Launching a product is a delicate moment. Months and even years of work culminate in a single moment – will customers love this product, or will it flop? A great launch can generate a flood of positivity, as consumers rush to investigate the hype and leave their own enthusiastic reviews. The better the launch, the stronger the reviews, leading to sustained product success for years to come.
A flop, however, may be impossible to recover from.
Naturally, successful brands leave nothing to chance – even at a time where the product launch playbook had to be rewritten.
Traditionally, product launch campaigns included real-world action – in-store sampling, expos, and splashy end caps, but COVID-19 changed that. The scale turned, and product launches are no longer an online versus offline balancing act. A gentle trend became a wholesale shift. McKinsey & Company estimates COVID-19 accelerated the adoption of e-commerce by 10 years inside 90 days in Q1 2020 alone. Now, the main launch focus for global brands is online.