Entrepreneur Resources Your source for small business information
The first step in having a product launch that grabs attention is the product itself, but that’s the bottom line. The next most important is how you do it, and what really matters is knowing how to utilize social media, videocasting, and other essential platforms to amplify your message far and wide. Consumers these days want to know what’s going on in retail that’s exciting. You can’t release a new product and have it fall flat due to lack of interest. There has to be something exciting, or even sexy about it, and that’s where videocasting comes in.
1. Understanding Marketing Channels
According to professional social media marketing and PR company Cision, the top three ways that marketers use social media includes brand awareness, brand monitoring, and product launches. If you’re going to do videocasting for your product launch, try a provider like Blue Jeans. You need a leader in the videocasting industry to get the job done right, and that means ensuring that your resolution is spot on and that any invited participants aren’t dropped. Go pro and don’t worry about further interruptive details.
2. Combining with Social Media
Social media marketing is the way of the future, and there’s no getting around it. Whether you want to help launch your product using a tweet, a status update, or a blog post is up to you. The important thing to realize, though, is that you’re going to have to combine social media with a live product launch. Mashable recommends that one excellent way to attract attention to your product launch is to get social media influencers involved who will blog, tweet, or post about your new innovation. Not only that, but when you establish that unique connection, establishing a lasting relationship will benefit you in the long run. The lesson to take away here is that you need friends to really amplify your product’s message, and also a large network of different social media accounts to get the message across of what you’re trying to advertise.
3. Stellar Photography is Essential
It may seem obvious, but take good pictures of your product. There are too many times to count when an excellent product has been launched, but the company hasn’t even provided any good photos. If you’re doing a videocast for a new product, you need to make sure that any viewer can see details and quality. While having the object on live view is an obvious way to engage viewers, you also need to have macro close-ups for customers to see more clearly. Basically, make sure your images and details are up to par before going ahead with videocasting technology.
4. Making Product Details Accessible
The nitty-gritty information matters. This is a rule you need to remember no matter how wealthy and successful you might become. Knowing employees who can make a product launch happen by putting in long hours to build up a substantial base of information for customers is essential. You need to be able to allow customers to click on essential details of a product, whether it’s a purse or a hat. The main idea is allowing people to really understand how a particular product will fit within their own lifestyle. Give measurements, talk about the product during your videocast, and make sure that everyone is on the same page when it comes to the manual details.
5. Major Faux Pas to Avoid
Don’t bad mouth the product by accident in a post or status update trying to be edgy or draw attention. Depending on what you’re trying to market, the fact of the matter is that you’ll be able to attract attention well enough without making your product launch an issue. There’s an old mentality in marketing that controversy invites press and further attention, but that’s not true in this day and age. With the rise of social media and other types of mobile technology, people are already searching for ways to make events more dramatic or controversial. Therefore, simply restrict the coverage of your product launch to flattering photos or other joyous moments during the launch. The bottom line is to reject the idea that any publicity is good publicity. That may have been true a century ago, but not now, where there’s an overwhelming dearth of information.
People want to get excited about your product, but you need to meet them halfway and provide both an accessible platform as well as a product worth getting worked up about. One of the most important things to remember when it comes to videocasting is the immediacy. In other words, when you’re releasing a traditional product, having an event means people committing to physically being there. That means that they’re going to stay even if it’s boring at first. This is what makes videocasting a double edged sword.
