If you have a new or revitalized product that will be debuting in the near future or a product you want to rebrand, you will want to set up a product launch.  A product launch is a detailed marketing campaign set up before your release date that creates buzz and excitement about your product.

Do you ever wonder how Apple has lines around the block the night before a new iPhone goes on sale?  This is the result of a well executed product launch.  While you may not have the resources to build an Apple worthy product launch, you can still create a highly successfully campaign.

Follow the below steps to build a strong campaign for your product launch:

Step #1—Product Development

This is where you want to clearly define your product.  The product does not have to be brand new.  You could take a current product and repackage it or repurpose it toward a new marketplace.

For best results, focus on one product per product launch.  If you attempt to include more than one product it can be hard to set clear goals and expectations.

Step #2—Define Your Audience

This is where you want to build a high quality, targeted email list of potential customers who would be interested in your product.  For example, if you are launching a strawberry flavored bubble gum, your marketing time and dollars would be best spent on 6-10yr olds, not 30yr olds.

Define who your target audience is and build a list of past, present, and new customers to market to.  Focus on finding people whose hobbies, lifestyles, and careers would most benefit from your product.

Step #3—Email Campaign

This is where you take your targeted leads from Step 2 and turn them into customers.  You do this by creating a sequence of well designed emails that will have your customers counting the seconds until they can purchase your new product!  Really focus on the having strong titles for these emails—if you don’t spark interest people won’t read it.

Step 4—Internal Operations Check

Now that you have a great product, leads, and launch date, you want to make sure that your internal systems are in order.  Do you have enough staff to handle the expected volume of sales?  Can you do any shipping prep work before hand?  Have you tested your online order forms to make sure your information is being process correctly?  Can your online server handle the high volume of traffic you will be receiving on your launch date?  Do you have enough product?

After all of the time and expense invested preparing your product launch, you don’t want run into an operational snag.

Step 5—Press and Social Media

Last but certainly not least, focus on press and social media.  You want to develop press releases, Facebook posts, tweets, ect. to create anticipation inside your industry.  Also reach out to online magazines and blogs that cater to your target audience.  Find out if you can advertise there, ask for an interview or prelaunch product review.

The more online links that lead back to your product launch the more successful you will be.

Don’t leave your success to chance.  Master these five steps to ensure a successful product launch!