Getting it right
Launching new products is a science using the right tools at the right time. Especially five key launch approaches stand out as preferred tools among successful companies.
They create Anticipation, Apple iPhone (2007)
Apple ventured into the handset industry with a bang launching the first completely touch screen phone without a traditional keyboard.
Using very little advertising before the launch, Apple successfully create a sense of mystery and suspense relying heavily on influential bloggers and other thought leaders. Instead of mass marketing, they used word of mouth to create the buzz months before the actual product launch.
By 2008, Apple had sold more than 17.4 million iPhones.
They leverage Digital Media, TNT TV Channels (2012)
Seeding an idea and/or concept that goes viral using new digital and social media.
When TNT TV Channel wanted to launch the high quality TV channel TNT in Belgium, they created an
entertainment ad (video), which ended up going viral. They placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text ”Push to add drama” invited people to use the button…and then they created drama.
More than 53 million views on YouTube (as of September 2015). This ended up being a very cost efficient way of reaching a big audience.
They target Early Innovators, Google Glass (2014)
Google Glass send prototypes to about 4,000 people “Glass Explorers” who won an online competition to try them out (#ifIhadglass).
The cost-effective strategy is to empower key influencers (early innovators) to tell your story and act as product “Apostles”. Especially the fashion industry has been good at using celebrities to influence a mainstream audience while working closely with selected “Apostles”.
They cultivate a Sense of Scarcity, Harry Potter and the Deathly Hallows (2007)
Scarcity refers to any limitation placed on a product or service with the goal of increasing sales through pressure placed on the consumer.
When the seventh (and final) book in the Harry Potter series was launched, the pre-launch publicity was designed not only to fuel demand but to create the illusion that supplies would be limited.
As the mountains of press coverage and strong opening day sales attest, the scarcity illusion strategy paid off for Potter’s publishing company.
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