Right now we are working on launches for two clients. One is launching a live event and the other is a new physical product.
Now I love a good launch because they are an outward sign of momentum, and momentum ATTRACTS! Launches also attract money, which everyone can get excited about😍
Many clients assume that launches are all about getting the information out. They are typically in a rush to launch much earlier, and with much less coordination than I would like. Ha!
Many would love “If you build it, they will come…” to be true.
In marketing, we never count on that.
We understand that for MOST of your customers and prospects, the launch is not about information, it’s about DESIRE. And if you are intentional, you can create desire for what you are about to launch.
So say that you have a new product or course you would like to sell? Or maybe you have a listing that is about to come to market? Or a live event?
Let’s walk through the steps of getting you ready for launch.
First, have a look at all the channels where you could get the word out about your launch. Almost all small businesses will be able to: use email marketing, create social media posts, post an event on Facebook, pitch a press release to the local press, and seek out collaborations with existing relationships.
Next, let’s start planning this out like a story. For every launch, there should be a beginning, middle and end.
Beginning of Launch
The beginning of the launch often happens before there is anything to buy. This is the time to begin building desire. The most effective ‘beginnings’ have a touch of mystery.
Just look at how Hollywood movies are released. You see a movie trailer months before the movie is out. The whole point of the trailer is to attract interest before the movie premiers.
For our real estate agents, we often create a “Coming Soon” post for homes before they hit the market to build interest.
Middle of Launch
Now this is GOOO time!! This is a coordinated effort where each marketing channel has a job, and they play together like they are in a band. Your launch is live, and it’s time to buy.
Here you will email your list, post on social media, advertise to your email list on social media, create an event on Facebook (if possible). Your message needs to be strong, and heard during this time. This is the time to turn up the heat!
Many clients resist “overdoing it” at this stage, but this is the time for customers, prospects and fans to notice, so let me encourage you to do a little bit more than feels comfortable.
You can create bonuses or incentives for people to buy now, versus later when they forget. Remember to engage with your community during the launch.
Here is an image we posted with a client to show her social media audiences that the launch was going well, and that if they hadn’t ordered, they should!
End of Launch
Here you can do a final call message, and nudge your audience to jump on board before the time. Don’t forget that many people are inundated with information, and they forget until they realize they are about the lose the deal.
Okay! Now, it’s your turn!
What will you be launching before the end of the year? How can you craft your campaign to maximize your efforts?
Let me know how you go!
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