Every B2B product launch is unique and requires careful strategic planning, but even with the most thoughtful strategy, it can be easy to get stuck in the ideation stage (especially if you’re lacking a full creative team). As you work to avoid common mistakes and avoid the cost of an ineffective product launch, perhaps these B2B product launch ideas we’ve recommended for our clients’ new products will spark some inspiration for yours.
If you’re confident in your launch date, want to build up buzz around your launch and have media budget to play with without sacrificing other messages, consider running teaser ads. Start about one to three months leading up to a launch and be sure to pay it off with an even larger “reveal” advertising push.
Is describing how your product works or how it’s unique difficult to do with just words or images? A virtual demo can be achieved through animation, exporting that hands-on experience to make sure target audiences understand the offering from afar.
If the product launch coincides with a major industry trade show, leverage that opportunity to drum up interest by teasing an actual unveiling at the start of the show. Promote the day/time through pre-show e-mails, social media, advertising and/or public relations, and then orchestrate a reveal complete with a speaker (mic’d, of course). Consider a post-reveal celebration with promo items or even refreshments.
A typical limitation for promoting new products is the lack of promotional photography. This problem is especially found with physical products (and not services or software), which require installing the product in a place that will photograph well. Photo-realistic product renderings, on the other hand, can show off your product in the ideal environment.
Of course incorporating the launch announcement and related content into your advertising and social media calendar is a given, but another idea includes trying to pull target audiences to your product more organically through educational content on topics of interest to them. Simply adding a promotional graphic about the new product at the end of the educational article can help generate awareness and interest.
Successful B2B product launch ideas require a little creativity and a lot of work. If you’re getting started on a product launch plan, be sure to check out the product launch matrix we’ve created to help you make strategic decisions.