5 interesting thoughts about how to do a better product launch. Unfortunately, #2 in the list doesn’t really help any of the rest of us…
My favorite, #4, build a cult around your core audience, is very powerful. And though every company tries for it, few companies actually achieve it.
Learn more here: How To Launch A Successful Product: Lessons From the New Kindle Fire HD | Influential Marketing Blog
Here are a few ideas on how to do it:
1. Never release a product that isn’t demonstrably better than the competition.
In my days as a brand manager, we were never allowed to release any new product unless we could significantly beat our competition in a non-branded (blind) test. That was a very high bar in some products, but it was wise, because in the end, we were superior in the marketplace, for which the customers rewarded us both initially and over time.
2. Competitive demos rock
When customers can watch a 5 second demo and immediately see that you’re actually better than your competition, they become much stronger fans, sometimes even reaching the fanatical stage.
Always give your customers more than they thought they were getting.
Of course, these are just a few of the ways you can create a cult around your core audience. What else are you doing? Let me know by leaving a comment below. And don’t forget to like, share, tweet and pin this!
An interesting aside is what I presume the Apple strategy was with the iPad.
Now this is supposition – it does meet with the facts.
Apple developed TWO devices, the iPad1 and iPad2, concurrently. The first was launched when ready and was a massive success as you know. The competition was taken aback and started developing something to meet the iPad1.
Just before the competition launched their new iPad lookalikes, Apple launch iPad2 onto the market. Having all the details ironed out from the first series, it was a huge success. It left the opposition sweating.
Now my question is this: how can you use this canny move in your marketing?