🧠 How to Successfully Launch a New Product

Happy Wednesday,

Welcome back to the 26th edition of the Nord Media newsletter.

Before we get started – Is there anything specific you’re wanting to learn about? Let me know, as always I appreciate all of you that reply each week and share feedback with me.

In my opinion, there’s a day that’s even more exciting than Thanksgiving, Christmas, and maybe even my own birthday. 

It’s a day that has me tossing and turning all night, bursting with excitement to wake up and seize the moment.

That day, my friends, is Launch Day.

There’s nothing quite like the adrenaline rush of seeing something you've worked tirelessly on finally come to life. It’s the culmination of countless hours of brainstorming, refining, and perfecting your vision.

But before you can even think about the thrill of launch day jitters, there’s a ton of preparation that needs to be done. 

Launching a product isn’t just about hitting the “live” button and hoping for the best. 

You could have the greatest product in the world, but simply putting it up on your website isn’t going to cut it. You need a strategic plan that’ll guarantee launch day success.

That’s why today, I’m sharing with you our entire DTC launch strategy, which has helped the brands we work with achieve insane results, like 600% year-over-year growth and a 50% increase in average order value. 

This is your checklist to not just launch but launch successfully. 

Without further ado, let’s get into it. 

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Website

Your website is your main stage, and updating it significantly boosts how your new product is seen and bought. 

Here’s how you can make it stand out and grab attention:

Update Banners:

Make sure your banners are the first thing people see when they visit your website.

• Feature the new product front and center so it grabs attention right away.

• Use eye-catching visuals and a clear call-to-action (CTA) to get people clicking.

• Add some animated banners to make it pop even more.

• Include customer testimonials or early reviews in the banners to build trust.

Collections Page:

Your collections page showcases your product, and it’s a great way to highlight new arrivals.

• Put the new product as the first item with a "NEW" badge so it stands out.

• Create a special section for new arrivals to show off the latest stuff.

• Add a countdown timer for any limited-time offers to create a sense of urgency.

Slide-Out Cart:

The slide-out cart is a perfect spot for upselling and showcasing your new product.

• Make the new product the first upsell item to boost average order value (AOV).

• Offer bundle deals with the new product to encourage people to buy more.

• Use pop-up notifications to highlight the new product when an item is added to the cart.

On-Site Pop-Up:

Pop-ups can be a great tool to grab attention at the right moment.

• Highlight the new product in pop-ups that show up based on user actions like scrolling or trying to leave the page.

• Try out different pop-up designs and messages to see what works best.

• Offer a special discount in the pop-up to encourage quick purchases.

Enhanced Product Detail Page (PDP) Modules:

Your product detail page is where people learn about your product, so make it count.

• Make detailed PDPs that explain what the product does, how it works, what's included, and FAQs.

• Use videos and 360-degree views to give users a better experience.

• Feature customer reviews and ratings prominently on the PDP.

• Add a “compare with similar products” section to help people make decisions.

Pre-Launch Sale

Your loyal customers are your biggest assets, so make sure they're hyped for the launch with early access and exclusive deals.

Here’s how:

Direct Your Best Customers:

Reward your loyal customers with exclusive early access and deals.

• Create a landing page for early access with exclusive deals or limited-time discounts.

• Use a password-protected page for VIP early access to make it feel special.

• Include a sign-up form for those interested in early access to future launches.

Ads

Promoting a new product means having a good ad strategy to make sure it reaches the right people. 

This is how to make your ads pop:

Ad Creative:

Your ad creative is what grabs attention - 

• Develop ad creatives that show the new product in action and highlight its unique benefits.

• Use social proof with high-quality images and videos to build trust.

• Create multiple ad variations to try out different messages and visuals.

• Use retargeting ads to remind visitors who showed interest but didn’t buy.

Video Reviews:

Video reviews add a personal touch and boosts credibility.

• Gather video reviews from VIP customers or influencers before the launch to build credibility.

• Use these reviews in your ad campaigns to create anticipation.

• Highlight key quotes and ratings from these reviews in the ad copy.

• Create a montage of review clips to show off diverse positive feedback.

Retention

Keep your existing customers engaged and excited with targeted communications. 

Maintain that connection with-

Pre-Launch Teasers:

Tease the launch with sneak peeks and build excitement with your most loyal customers.

• Send teaser emails and SMS messages to your best customers, hinting at the upcoming product.

• Use sneak peeks and countdown timers to build excitement.

• Add interactive elements like polls or surveys to get customers involved.

• Offer exclusive pre-launch content or previews to those who engage.

Launch Emails:

Your launch emails are your chance to highlight the new product and its benefits.

• Send one email per day for the first three days of the launch to those who haven’t bought yet.

• Highlight the product's features, benefits, and any special launch offers.

• Personalize emails for top customers with VIP discounts or early-bird specials.

• Use personalized product recommendations based on past purchases.

• Include time-sensitive offers to create urgency.

Launch SMS:

SMS is a direct way to reach customers and grab their attention on launch day.

• Notify your SMS list on launch day with a direct link to the product page.

• Send follow-up texts to engaged users who clicked but didn’t buy.

• Segment your SMS list to target high-engagement users with personalized messages.

• Use multimedia SMS to include images or short videos of the new product.

Sold Out Strategy:

Being sold out is an opportunity to create buzz and keep customers interested.

• Have a “SOLD OUT!” email and SMS ready when the product sells out.

• Use this chance to capture interest for restock notifications.

• Create urgency for future releases by building anticipation.

• Include a waitlist sign-up form for those who missed out.

• Suggest alternatives or related products to keep customers interested.

Social:

Social media gives you the chance to have constant conversations with your audience, keeping your product visible and driving sales.

 Here’s how to take advantage of that opportunity:

• Pinned Posts: Use your top 3 pinned posts to highlight the product launch on platforms like Facebook, Instagram, and Twitter. This keeps the product at the forefront of your social presence.

  • Include a mix of promotional content and user-generated content (UGC).

  • Update pinned posts regularly with fresh content and offers.

• Profile Highlights: Create Instagram Stories highlights that showcase the product, including unboxings, features, and benefits. This provides a permanent spot for launch content.

  • Include customer testimonials and reviews in the highlights.

  • Add behind-the-scenes content to create a personal connection.

• High-Intent Funnels: Treat your social media profiles as high-intent sales funnels. Use features like Instagram Shopping and TikTok’s Shop Now buttons to drive direct sales from your organic content.

  • Run social media contests or giveaways to boost engagement.

  • Collaborate with influencers for live unboxing events or reviews.

What Channels Should You Focus On?

When we acquire new customers for the brands we work with, paid social is hands down the go-to choice. 

It’s not just cheaper; it’s more reliable than any other channel out there. Plus, it tends to deliver a positive ROI, especially during product launches. 

Our favorite strategy that never fails to deliver results is building a launch list with email capture campaigns.

Here’s how to do this: 

You start with an ad that showcases your new product, building awareness and hype. This leads to a landing page where you discuss the product further.

You capture their email right there on the page, promising to be the first to know when the launch happens.

This strategy isn’t just about the immediate results; it sets you up for long-term scaling and helps ensure a rapid sell-out when your product finally drops.

 I’ve seen this work wonders time and time again. 

Not only does it sell, it creates excitement and anticipation, turning potential customers into eager fans who can't wait to get their hands on your product.

Mistakes to Avoid:

I've seen too many brands fail on launch day because they make these common mistakes. 

Don’t be like them. 

Here are some common pitfalls to avoid:

Insufficient Market Research: 

Without proper research, you may miss key factors that affect product success.

This comes from:

• Lack of Understanding: Failure to understand the target audience and market needs resulting in poor product-market fit.

• Ignoring Feedback: Not incorporating customer feedback or market trends into the product development process leading to an off-target offer.

Poor Timing

Timing can impact a product's success in a big way. 

For example:

• Launching at the wrong time, without considering seasonality, market trends, and competitor activities, can affect product success.

• Launching before the product is fully ready can result in fulfillment issues and poor customer experiences.

Bad Promotion: 

This puts your product's visibility at risk.

• Insufficient investment in pre-launch marketing can result in low visibility and engagement. A strong build-up is crucial for a successful launch.

• Confusing marketing efforts without a clear strategy will repel customers and lessen the overall impact of your launch.

Overlooking Customer Experience: 

A smooth customer experience is needed for a positive product response. Neglecting this can lead to frustration and damage your brand.

• A surge in traffic can overwhelm unprepared websites, leading to slow load times or crashes, which frustrate potential customers.

• Poor customer support during a launch can harm the brand’s reputation. Make sure your customers are supported through every stage of the process.

Ignoring Data and Analytics: 

Carefully track and record key metrics. They give you a ton of valuable information.

Many issues come from:

• Not tracking key metrics and analyzing data which prevents brands from understanding the launch’s success and identifying areas for improvement.

• Failing to use data-driven insights to adjust strategies in real-time which can result in missed opportunities.

Overpromising and Under-delivering: 

This is probably one of the worst mistakes you can make. 

Why?

• Overhyping with unrealistic expectations can lead to disappointment and distrust if the product doesn’t meet customer expectations.

• Rushing to market with an inadequately tested or refined product can result in quality issues and returns.

Neglecting Post-Launch Strategy:

A solid post-launch strategy sustains momentum and handles any issues that might come up.

• Make sure there's a well-defined strategy for post-launch activities put in place, including continued marketing, customer engagement, and product improvements, exists.

Closing Thoughts

A great product launch is your chance to grow your brand, attract new customers, and continue building your community.

Not only does it boost your revenue immediately, but it also further develops your business and gives you experience with new industry trends.

Nail the launch strategy, and you'll gain a competitive edge in the market and set yourself up for the thrill of Launch Day.

🧠 My Personal Product Recommendations for You
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Want to learn from me or connect on other platforms? 👇
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Thank you for reading! I appreciate you.
Sincerely,
Kody