For founders launching a new startup, simply having a great idea is no longer enough. With nearly half a million businesses created every year in the United States alone, the marketplace has become fiercely competitive across industries. Startups need to get creative with their product launches in order to stand out and attract investor and customer attention.
In the current environment, brands can’t rely on traditional marketing tactics alone. To make a splash and build momentum out of the gate, companies should consider innovative and unconventional approaches when launching their first product.
While tactics will vary based on your industry and product, there are some common challenges almost all startups face. Limited resources and unknown brand recognition status are hurdles any new business must overcome. However, with some creative thinking and strategic planning, these obstacles can be turned into opportunities for memorable launch experiences.
The Launch Process: Pre-Launch, Launch, and Post-Launch
Product launches typically fall into three main phases
Pre-Launch – The period focused on generating buzz and anticipation before the product reveal Launch – The big unveiling event and initial product release rollout Post-Launch – The time immediately after launch focused on turning new customers into loyal brand advocates
Certain innovative approaches make the most sense during specific phases, so founders should consider when in the product launch timeline out-of-the-box tactics will have the greatest impact.
Building Excitement in the Pre-Launch Phase
The pre-launch phase is all about priming the pump. Startups should focus on building community excitement and intrigue leading up to launch day.
One creative way to generate buzz is using a teaser or “drip” campaign on social platforms. Cryptic posts and compelling visuals help spark curiosity without giving everything away. Teasers work particularly well for products like video games, films, and upcoming tech releases.
Startups can also leverage influencer partnerships in the pre-launch stage. Sending pre-release product samples to key influencers allows them to preview and promote new offerings to their followers. The influencers gain fresh content while startups earn valuable endorsements.
Robinhood used pre-launch hype strategies to great effect before their stock trading app released. They offered queue priority access for referrals, attracting over one million users even before launch.
Making a Splash on Launch Day
The launch phase is when anticipation gets converted into sales and sign-ups. Memorable launch events, influencer partnerships, and special promotions can help startups make a splash.
For digital products, consider interactive online experiences like virtual tours and demonstrations. These digital events allow audiences to engage with new offerings from anywhere. Having users participate makes the reveal more exciting while showcasing the product’s features.
Influencer and celebrity partnerships shouldn’t end at pre-launch. Coordinate special launch promotions with your influencer partners to maximize exposure. Exclusive launch access for their followers or limited edition collaborations help drive sales.
Post-Launch: Turning Customers into Advocates
After the initial launch party ends, the real work begins during post-launch. Don’t lose momentum by assuming customers will organically stick around.
The post-launch period presents a valuable opportunity to convert first-time buyers into loyal advocates. Engage customers for feedback and address concerns quickly. Offer exclusive perks and deals to early adopters.
Ongoing social media engagement, surveys, and special promotions for your existing community help nurture the customer relationships that serve as the foundation for long-term success.
Launching with Innovation for Cutting Through the Noise
The marketplace has never been so crowded and competitive. As a startup founder, embracing creative product launch approaches tailored to your industry and market is essential.
Leverage the initial excitement of the pre-launch phase. Develop launch events that creatively introduce your offerings. Stay engaged after launch to foster loyal brand enthusiasts.
With some unconventional thinking and strategic timing, startups can utilize product launches as a key opportunity to build lasting brand affinity rather than just another flash in the pan.
