Launching the right product, in the right market, at the right time, to the right target... You can't improvise. A successful product launch requires a real strategy! It involves careful thought and a marketing action plan.

But how do you meticulously organize your launch plan? What are the best practices to adopt, to facilitate launch and adoption by the target audience? How can you announce your product launch with differentiating marketing and communications?

In this article, we answer all these questions. And we'll help you put in place an effective product launch strategy that will boost your growth.

1. What is a product launch?

1.2 Product launch definition

The launch of a product corresponds to its release on the market, as well as to the entire marketing strategy that orchestrates its sale. Whether it's a new clothing collection, cosmetics or high-tech products... all new product launches are concerned: the aim is to transform this event into a commercial success, to improve sales, company awareness and customer satisfaction.

Of course, a successful product launch cannot be organized overnight. For companies, this event requires an investment in time, energy and marketing expenses. On the one hand, the company must manage internal logistics (product creation and testing, budget and stock management, team organization, etc.) and external logistics (communication and marketing campaigns, after-sales service, etc.).

A successful launch needs to be organized several weeks or even months in advance. To make the product visible on the market, to the right target, various phases are necessary...

2. The 5 stages of a product's life cycle

The product life cycle is a 5-stage process. Depending on the company and its sector, each phase of the life cycle extends over a shorter or longer period. These include :

2.1 Product development

This is the product design stage. At this stage, market research is essential, to create the best possible product and then have it validated by prospects and potential buyers. This development phase involves a great deal of investment, without (yet) generating any ROI... But it's essential not to rush into anything until the product strategy has been validated.

2.2 Product launch

After development, it's time for the launch plan. This phase corresponds to putting the product on the market. It is accompanied by a product marketing strategy, to make the product known on the right channels, to the right targets. It's at this key moment that it's a good idea to ask yourself: what if I staged my products by creating a 3D product packshot, to be integrated into my online sales site?

2.3 Product-related growth

At this point in the process, buyers have discovered the product, and have probably used it. The objective is no longer to make your new product known... but to see it conquer the hearts of many customers! To increase your chances of growth, new marketing, advertising or product efforts (new features, new distribution channels, etc.) can be deployed.

2.4 The maturity phase

Are sales stabilizing? Has customer preference taken root? Then, after growth, you've reached the maturity phase. To stay competitive, you may consider lowering your prices, improving your products or making new marketing efforts to stand out from the crowd. Stop trying to raise awareness, and start trying to differentiate.

2.5 The decline

This phase is not inevitable. On the contrary, it's a sign of renewal in product strategy, of continuous improvement... And perhaps of preparation for a future launch project? The reasons for decline are generally product obsolescence, excessive competitive pressure or loss of consumer interest.

3. The 3 types of product launch

Thinking about your product launch strategy? There are three solutions.

3.1 The beta test

Beta testing only concerns the launch of an unfinished product (or service), offered to a restricted target group. The aim is to gather feedback from a sample of consumers, known as beta testers.

Based on this feedback, the product development team adapts the offer, in preparation for the “big” launch.

3.2 The MVP

MVP stands for Minimum Viable Product. The concept is simple: launch a simple product, with a few basic functionalities or features, to obtain initial feedback from customers.

Unlike beta-testing, this launch project can be extended to a larger target customer base. This action plan advocates continuous improvement, with a view to developing a more advanced product later on. Initially, however, the aim is to test the approach with a simple, effective product that meets customers' needs.

3.3 The official full-scale launch

This type of launch, which is more massive, concerns products that have been completed and are available on the market... with no desire to go back to the drawing board, or for immediate continuous improvement. The aim is to launch a new, ready-to-buy offering to the general public.

To accompany this event, a well-thought-out strategy is essential: marketing, communication, advertising, events... And product sheet optimization, thanks to Omi's 3D.

4. How to launch a successful product?

All it takes is 10 steps to conquer your target audience. Here's how to prepare (and succeed) with your product launch.

4.1 Performing a SWOT analysis

It's the starting point for a successful strategy: do you know what your company's strengths, weaknesses, opportunities and threats are in the marketplace?

A SWOT analysis identifies and analyzes these 4 points:

-Strengths: what differentiates you internally?

-Weaknesses: what are your internal weaknesses? Opportunities: what are your external competitive advantages in the marketplace?

-Threats: what external risks do you need to anticipate in your ecosystem?

4.2 Conducting market research

After the SWOT analysis, here's our advice: carry out a complete market study. Even if you've already done so before launching your business. Before each new product launch, update your study.

The products offered by the competition, the effectiveness of the offer on the market, buyer preferences... All these criteria need to be monitored, to prepare your project.

4.3 Update your personas

Before launching your brand, you've probably defined your buyer personas, to find out more about your ideal clientele. For each product launch, remember to analyze or update them. Is this target audience the same for all your products? Who buys, and who is the end user? What communication channel is best suited to convincing buyers?

To get the answers to these questions, persona interviews are essential. To find out what they want, ask them. To launch the ideal product, identify their needs, and what problem it answers!

4.4 Define the positioning of the product to be launched

Product positioning refers to the place it occupies in the market, and in the minds of consumers. So, what makes your product unique in the marketplace?

Good positioning is the key to differentiating your product from the competition. Find the product's added value, and promote its benefits in [its product sheet](https://www.omi.so/fr/blog/faire-fiche-produit), and throughout the marketing strategy.

4.5 Compare the new product with the competition

Votre plan de lancement nécessite un mapping concurrentiel, pour comparer votre produit Your launch plan requires competitive mapping, to compare your product with other companies. This mapping will help you identify what you do better than other brands. Perfect for highlighting the right arguments, to enrich your marketing pitch and the sales team's sales pitch!

Bonus: when analyzing the competition, take a look at your competitors' product pages. Do they use 3D? Do they showcase their products with high-quality visuals or videos? This type of visual increases conversion on your product pages by 49%... So make the right choices for your growth, while setting yourself apart from the competition.

4.6 Testing your MVP

Minimum Viable Product is a relevant strategy for testing a product launch. The objective is simple: A/B test a first version of a product to obtain feedback.

You can then optimize the product before releasing the final version that will appeal to the general public.

4.7 Setting an introductory price

To prepare for the product’s market roll-out, your company must set a launch price. There are different strategies available to you: you can set a lower price than normal, to invite first-time buyers to discover your product. You can also set a pre-sale or pre-order price, accessible only to already loyal customers.

Whatever your pricing strategy, we recommend that you offer a limited-time discount to get the shopping going.

4.8 Design a marketing strategy

To increase the sales of your new product, marketing is your ally! So what are your goals? What is your marketing plan? What are your communication channels? And your [content creation budget](https://www.omi.so/en/blog/reduire-budget-creation-content), to support the promotion of your product?

The marketing strategy is a common thread and an essential roadmap to accompany the purchase throughout their journey. Your actions should facilitate discovery, consideration and purchase. These marketing actions can include social media posts, SEA and Google Shopping advertising, e-mailing...

4.9 Develop the communication plan

To be successful, the marketing strategy must be accompanied by clear and precise communication. So, what messages will you use to promote your new offer? With what tone, what arguments, what wording?

Additionally, consider structuring an editorial calendar to know when and how to communicate... Before, during and after D-Day. Maximum organization for maximum results: this is the whole issue of the communication plan.

4.10 Prepare your product visuals

The product launch is an important event. You must put all the chances on your side, to seduce customers. To achieve this, you know the saying: a (quality) image is better than 1000 words...

So, have you thought about producing product visuals? To sublimate what you sell, and make you want to buy, the realization of these visuals is paramount. Bring your products to life with Omi: nothing could be easier and faster, to get professional visuals that respect your brand image.

And the good news is that with Omi, you don’t need to have created your physical product to anticipate the creation of visuals. Product launches are often accompanied by delays in the supply chain, which delay the release of the product and result in loss of money. With our solution, you are freed from the logistical constraints of traditional photo shoots. Our 3D artists model your object in 3D, even without having the final product.

Result: no more problems to teasing, launch your pre-orders or even crowndfunding. And if at the last minute, your labels change, just order a new model in one click and relaunch your visuals. In the case of a photo or video shoot, all this work would have been lost !

Curious to discover how these product visuals can boost your launch? Place to concrete examples.

5. 3 examples of teasing for your product launch

Idea #1: Creating suspense with shadow play

If you hide your product in the shadows, it will naturally arouse curiosity (easy, but why deprive yourself?). But beyond that, this type of staging has a significant symbolic part.

Why it works:

By sublimating and appropriating this transition from shade to light, you position your product as an undisputed star. Barely launched, already cult.

In which case is it advisable:

Traditionally preferred for high-end products, this mechanism is unstoppable for all products, as long as the visual treatment is reflected.

How to replicate it with Omi:

-Step 1: Select a template in the template pickers.

-Step 2: Place a cylinder first, then place your product on it.

-Step 3: Orient your product as you wish to the top of the cylinder.

-Step 4: Animate the cylinder below with a 360° linear by clicking on the object and then in the animation tab. *You can choose to make the cylinder underneath invisible if you want with the invisible texture. To do this, simply click on the cylinder. In the left menu texture type in the search bar: Transparent/Invisible and select there.

*-Step 5: Then regarding the light you will need 2 video renderings.in your first rendering, you must make sure that your product is in the dark. Apply the following light: Backlight, with reflection: No Hdri.For the second rendering, Do not move any object. You will only modify the light by replacing it with: Spotlight.

-Step 6: Then finally, in an editing software. You have to superimpose the 2 videos and make a progressive fade.

Idea #2: Keeping the mystery alive with close-ups

To show without revealing anything, it is a powerful marketing weapon... and an art not so complex to master.

Why it works:

Thanks to 3D, you can choose any angle and any light game, without being limited by the technical constraints of a shoot!

Present your product to the audience in snippets, taking close-ups of key parts of it, such as the logo, texture or distinctive design elements.

In which case is it advisable:

For everyone else! and especially if your product has an interesting texture (metallic, plastic, full of reflections, grains of paper...), if it offers beautiful games of transparency... and, of course, if you are comfortable with showing some of it before its launch!

How to replicate it with Omi:

-Step 1: Select the Two Planes template.

-Step 2: Select the Telephoto camera using the menu on the left.

-Step 3: Place your product in the scene and scale it using the “scale” tool to produce the more pronounced close-up effect. As far as possible, do not hesitate to take your product out of the box.

-Step 4: Now you need to target the places where you will want to reveal your visuals. Feel free to use the vertical translation tool to lower or raise your product. If you are ever limited by the slider. You can always type a specific value.

-Step 5: Once I have my plan, I generate a photo!

👉 Pro tip: Do not use any other reflection than the default, ie Studio photo. If your product does not reflect the environment use the reflection: No Hdri. This will allow to have more contrasting shadows.

Idea #3: Make a reveal of your product

Make your product a fleeting appearance, behind a larger pack, a screen, an abstract shape... so that we see only a part of it, and everyone asks for more.

Why it works:

Like a subliminal message, your product appears in a fraction of a second. Automatically, we want to see the rest!

In which case is it advisable:

This ultra-dynamic effect encourages engagement: your audience will tend to replay the video several times to try to understand what it is about. It is therefore particularly recommended for social network teasings videos, such as Reels.

How to replicate it with Omi:

-Step 1: Select the Two Planes template.

-Step 2: Place your product in the center.

-Step 3: Select the Arc camera. And look where you are going to have to put your accessories to obstruct the view.

-Step 4: Go back to the Basic camera. And place your accessories. Feel free to return to the Arc video camera to check the locations.

-Step 5: Use your favorite light (here = Eucalyptus 2)-Step 6: Generate your video!

Post on your social networks to support your launch. On average, the engagement rate of posts increases by 47% thanks to this type of animated video!

6. How do you measure the success of your product launch?

Your “product launch” is over, your offer is on the market and prospects can buy it... But do you know if this launch is a success? Here are 3 indicators to take into account, to measure the success of such an event:

6.1 The number of sales 

In BtoC as in BtoB, it is the ultimate goal: to increase sales, to strengthen turnover and stimulate growth. So, as soon as a new product is released, take the time to measure the number of sales and its evolution. Did you have a strong start? Or, on the contrary, a slower customer adoption?

If you haven’t generated as many purchases as you expected, don’t be discouraged. The life cycle of a product can be long, and you can influence sales... By adapting your marketing and communication strategy, with new prospects or already loyal consumers.  

6.2 The media impact

Today, social media and digital marketing are among the best levers to attract and convert targets. You’ve certainly used them to support your launch, so here are some questions for you:

-Did the release of the product impact your e-reputation and the company’s reputation? -Did you increase your number of followers and get more interactions on your social networks, following the announcement of the new product? -Did users take the product to communicate on their own social networks, and thus create UGC (User Generated Content)? -Did you get any press benefits? -What are the benefits of your advertising campaigns?

After launch, media impact is measured in owned media (on your own channels), earned media (on customer or press channels) and paid media (on advertising channels such as SEA and Google Ads).

6.3 Consumer feedbacks

In addition to the quantitative indicators above, here is an essential qualitative indicator to follow: what your customers say. Are they satisfied with the new product? What do they say in their feedback?

To measure customer satisfaction, we recommend that you use post-purchase questionnaires. You will get useful and specific online reviews about your new products. These feedbacks are valuable in demonstrating continuous improvement.

After receiving these customer feedback, consider responding to each customer review. Positive or negative. You strengthen the proximity and customer relationship... Perfect, so that the buyer remembers (positively) your brand. It will be more likely to be there for the next launch!

So, ready for the launch?

You know the saying: one only has one chance to make a good first impression. When a new product is launched on the market, it is also the case! With this article, you now know how to maximize that chance of making a difference... while inviting your customers to go for the purchase. From the day D.

For a successful product launch, check out Omi. You bring your products to life while making your customers want them. Perfect for increasing sales!