Launching a product can be one of the most exciting (and stressful) times for your business. Creating hype, raising awareness, and pushing for sales can pay off big when everything goes according to plan. However, many fail to account for all of the necessary planning required to take a product from idea to sales success. Here’s a product launch checklist to help take your product idea through the phases of a successful product launch.
If you have not already decided on a product to sell, make sure to research what makes a great product. No one is going to buy a product that they don’t need.
Before going live with your product, ask yourself:
What do your customers like?
What are their hobbies?
What are their demographics?
Is this a product they will use?
What pain points does this product solve?
Your product might be great, but how does it compare to similar products in your market. Does it stand out or offer something nobody else on the market has? If not, you may want to reconsider whether you want to continue with this specific product.
Before launch, take the time to test every aspect of your product for quality control. There’s nothing worse than delivering a sub-par product. Not only will you lose money, but you’ll also lose credibility and trust among your customers. Before you go live, gather a group of beta testers and get their feedback on your product. This can help you avoid easily fixable problems and tweak your product as needed.
No one will buy your product if they don’t know how it will solve their problems. Make sure that your marketing team presents your product in the best light. Doing so can help secure not only a broader customer base, but also increased loyalty among buyers.
Common marketing mistakes to avoid:
Selling features, not benefits
Failing to capture customer attention
Marketing without a unique selling point
Not focusing on the customer’s needs
If your business teams are not clear about your product launch plan, your product launch strategy could be a misfire. Misinformed employees can detract from your business’ success. Take the time to brief your department heads and provide them with any informational material (like this product launch checklist!) about your new product launch.
Are you ready to fulfill the entire demand you intend to create for your product? Going out of stock or failing to ship your new product can be a major problem, especially when you’ve hyped up expectations for your launch, Before going live, make sure you have the inventory and business infrastructure in place to fulfill your customers’ potential demands.
Reaching your customers during your product launch isn’t a one-size-fits-all game. Certain demographics may spend more time on social media, while others are more likely to just check their email. Some potential buyers may respond better to detailed blogs, while others may prefer social shares.
Research shows that customers don’t just buy products—they buy stories and improved versions of themselves. Whether you choose to inspire, amaze, or shock with your new venture, it’s important that you tap into your customer’s emotions and create excitement around your product, leaving them begging to buy.
After going live with your product, your sales team is the front-line for securing high-volume sales. Ensure your salespersons have been trained on: how to execute the product launch checklist; how to use the product; how to demonstrate its features to customers; how to answer questions; and how to sell to various buyer personas.
Couple your launch date with an event of some kind, whether a webinar, live stream, or even something as simple as an email promotion. A product launch should give both your team and your fans something to celebrate.
Whether a customer bought your product or simply interacted with it, there’s potential for a long-lasting relationship. Take time to maintain these customer relationships by continuing to reach out to your clientele — even after your product launch.
In addition to your product idea and product launch, assessing the effectiveness of your launch plan is one of the most important steps in a successful product launch checklist. Analyze key performance indicators and use that knowledge to make your next product launch even more effective. However, this is not only limited to internal processes. Check-in with satisfied and unsatisfied customers in order to bolster your future product strategies.