Launching the product on the market should be part of a broader marketing concept. Check what you need to take care of before the premiere and how it looks step by step.
Product introduction to the market and its importance
Today, customers expect the brand not only to introduce new products on a regular basis. They are also counting on a regular one rebranding, new logo and fresh advertising concepts. However, let's start from the beginning, i.e. from introducing the product to the market. Product launch it is also done to maintain interest in the brand and its range.
Regularly introducing a new product to the market statistically improves customer engagement, brand awareness and readiness to buy. Research confirms that customers are more likely to reach not only for a new product, but also for those that they have not previously bought in the store. This is how it works, among others complementary marketing. The novelty effect is necessary to maintain interest and has been known for years sales support website. Getting a product to market can also be important in creating a positive business environment. It is a signal for business partners or shareholders that the company is developing dynamically and is capable of innovation. Sometimes doing it regularly is a condition for the continued operation of the company, as in the case of seasonal fashion collections.
What should be done before the premiere?
The very step-by-step introduction of the product to the market will be described below. First, however, it is worth deciding on some actions, without which the premiere may not be successful. Marketing plan It often starts many months and sometimes even years before the product's launch. During this time, customers gradually receive more information about the planned premiere. This is the time for the first content related to the product, PR campaigns or press releases. Before that, however, you need to know the market and its demand.
Define your target audience and create:
- buyer persona,
- projection of the purchasing cycle,
- unique selling proposition,
- price simulation,
- competition analysis.
A well-prepared product launch gives you greater peace of mind during and after the launch. At this point, one may ask if all of this is necessary for each product? Unfortunately yes! It is enough to check how large the number of daily and weekly launches is in any industry, compared to the situation 10 or 20 years ago. Unless you operate in a very niche, specific industry, your competition is probably fierce, and you need to figure out how to stay ahead of them in your marketing activities. Processes such as onboarding or mailing sequences for buyers should be ready before the premiere.
What do you have to do before the product's launch?
We will plan it for you step by step.
Product launch step by step
Once you have planned all the steps preceding the product launch, you still have to plan the launch itself. Professional guides usually list about 5-10 steps that make up the premiere of a product. They can be summarized in the following points:
Test phase: at this stage, you can create a prototype and check its functionality, or give selected customers the equipment for testing.
Tension building phase: Includes e.g. first press releases, email marketing or a landing page for a new product.
Premiere: A successful product launch is driven by a number of factors around the launch day. First of all, it should not be postponed. It must be loud about her. It should have some surprises.
Summary: The premiere is just the beginning. You can send information about it to bloggers and journalists, and also post press releases on the website and in social media. It is important that all interested parties have at their fingertips information about the most important features of the product: price, parameters, availability and functions.
Reviews: It's a stressful stage for the creator, but it cannot be avoided. Especially today, when customers search for information about products in comparison websites, social media and blogs. It is worth making sure that product reviews are available online. If they are not positive, it will be necessary to change or introduce crisis PR.
What should you remember when introducing a product to the Polish market?
A specific type of premiere is the launch of the product on the Polish market. The first and most important step of such a premiere in 2021 is to check not only direct competition in Poland, but also to look at the realities in a given niche around the world.
Today, customers have a comparison with products from American auction sites or Asian websites. Additionally, they shop while on vacation in other cities and abroad. You have to take into account that on a daily basis in social media they will compare a given product with global competitors.
The second important aspect is adapting communication and marketing to Polish realities. Even if a given process has proved to be one hundred percent successful abroad, it is worth checking whether it really fits the Polish conditions. This also applies to market research and opinions on which the launch of the product on the Polish market is based. They should be collected on a national sample and analyzed in relation to Polish reality. It should be remembered that the lack of prospects for a given product abroad does not have to mean that there will be no buyers for it in Poland. Local specificity is of great importance to customer preferences. At the stage of testing or market research, it is worth checking whether the product requires modification in order to become attractive to the recipient in a given country. It is enough to take a look at the practices of the largest concerns. Although their base products are based on one recipe, they modify them before offering them to a new market (e.g. Coca-Cola drinks modified for the Japanese market, rice in KFC dishes in India or various parameters of washing powders in Poland and Germany). Once you know the above rules, getting your product to market is easy.