How to Launch New Products With Experiential Marketing
Get to Know the Target Audience
Before the planning process begins, marketers should take the time to get to know their target audience. Who is the product designed for? What benefits does it offer to this group of consumers? Are consumers currently using another product on the market to experience these benefits? How will consumers use it? The answers to these questions will guide marketers as they begin planning the event. If you don’t take the time to become familiar with your target audience, the event may not be tailored to fit the right consumers’ wants and needs.
Get the Timing Right
Choosing the date for the event may seem like a simple task, but marketers should put a lot of thought into this decision. Hosting the event on the product’s release date could distract consumers from going out and actually buying the product. For this reason, most brands choose to host the event prior to the product’s launch. But, it’s important to choose a date that is only a few days before the product’s release date. If the event takes place too far in advance of the release date, the buzz created at the event will die down before the product is available for purchase. Hosting the event a few days before the release date ensures that consumers will still be excited about the product when they are finally able to buy it.
Use Social Media to Create Buzz
Brands that are launching a new product should use social media in the weeks leading up to their event to create buzz and build excitement. First, announce that a new product is coming and reveal the date of the product launch event. Then, start posting teasers that can be used to keep people engaged with your product launch. For example, post a behind-the-scenes video that shows people preparing for the event or manufacturing the new products. Don’t reveal too much about the product—the goal is to release little tidbits of information in the weeks leading up to the event to keep people guessing. This is a great way to start a conversation about your brand on social media and create buzz around your product launch event.
Social media also gives brands the opportunity to connect with influencers in their field. Marketers should identify some of the most influential social media personalities and reach out to them in advance of the event. Either invite influencers to attend the actual product launch, or host a smaller event prior to the launch that is solely for influencers. The influencers will most likely take photos and videos to share with their followers, which will generate free press for your products.
If influencers cannot attend the event, get them involved in any way possible so you can amplify your reach and promote your products to a large audience.
Develop Key Talking Points
Before the event, make sure your brand ambassadors know the key talking points of your new product. Teaching brand ambassadors the key talking points will make it easier for them to discuss your new product with guests at the event. Even if a brand ambassador only has a few minutes to interact with a guest, they will know which points they need to get across.
Developing key talking points is also important so brand ambassadors do not make misleading or false statements to the press. If a journalist or blogger approaches a brand ambassador at the event, they can rely on the key talking points to guide the conversation.
It’s important to note that there is a difference between developing a script and developing key talking points. The key talking points are facts about the product that the brand feels are important. For example, if a new product is priced much lower than its main competitor, the affordability would be a key talking point. Brand ambassadors should engage in authentic conversations with guests, so they should never read lines off of a script. Instead, they should naturally incorporate key talking points into their conversations with guests at the event.
Marketers often get so wrapped up in promoting the launch of a new product that they forget about the entertainment. An event must be both informational and entertaining, so planning the entertainment is crucial. The entertainment at your event should be connected to your new product in some way. For example, let’s say a car manufacturer is hosting an event to introduce a new model of a vehicle. One of the activities at this type of event could be taking a virtual reality test drive of the vehicle. This is an example of an entertaining activity that is directly related to the product—guests are having fun while also learning about the new car. Since guests are enjoying themselves while taking the test drive, they won’t feel as if the brand is trying to aggressively sell them a new car.
If you are planning on launching a new product, let the marketing experts at Factory 360 help. Our team of skilled experiential marketers can plan a unique and memorable event so consumers remember your product and more importantly, your brand. Get in touch with us today to learn more about how we can help!